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It's print AND the Internet
It’s Print AND the Internet 
by Rob Wicker 
Chief Marketing Officer 
Homes & Land Affiliates, LLC  
 
 
You’ve probably heard this one before: “Eighty percent of homebuyers are 
online. You need to cancel your print advertising. It’s a waste of money. Go 
where the buyers are.”  
 
Speakers across North America are chanting this mantra. Many of these same 
speakers have a vested interest in online marketing. Now I admit to a bias: I am 
the CMO for a company that prints five million magazines per month. I do believe 
strongly that the agents who listen to the hype and cancel their print advertising 
are making a huge mistake. Online advertising definitely has a place in an 
agent’s marketing portfolio, but online advertising is not sufficiently visual, 
repetitive, or frequent enough to achieve all of a top producing agent’s career 
goals. 
 
Let’s examine what I mean. When agents tell me that they plan to advertise 
exclusively on the Web, I ask them precisely what their plan includes. I usually 
hear a mix of Google Adwords, SEO that might yield some clicks to an agent’s 
website, listing enhancement on sites like Realtor.com, membership with a lead 
referral company, ... more

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