Ever have one of those sellers who just doesn’t seem to ‘get it’ when you’ve just told them that once they list, their home will appear on OVER 5000 websites thanks to your sophisticated, high tech and completely awesome marketing plan? You know the one; the guy who absolutely insists that you take out a $300 print ad in the local newspaper, run it every Sunday in the real estate section, AND they want to proof the copy before you place it to make sure you mention the new paint and carpet in every room?! I was reminded of a few of those folks while reading Ron Tillers recent post Extra, Extra Read All About It.
We are pretty fortunate (I guess) to still have a twice weekly (for now), full color, full size, local newspaper here in Chapel Hill, NC. The real estate section, which, in the ‘90s was one of the biggest sections of the paper, two sections in fact; can be pretty impressive as print real estate advertising goes...what with the full page, full color ads run by nearly every real estate company in a three county area. Not to mention the quarter page individual ads run by every agent in town who has a luxury listing. Followed by the median priced listing agents who are showing that they, too, will spend the big bucks, just like the luxury folks, to market your low to mid range home in three colors with a headline so catchy as to get scads of buyers racing to make viewing appointments on Sunday afternoon! What seller wouldn’t want that!
Here’s the thing, though. Turns out that 42% of adults, who even read a print newspaper (and in 2008 that was only 30% across all generations) read the classified ad section (which is where real estate is categorized.) I figure if they don’t have their home for sale and pictured in there where they hope to clip it out for their scrap book, they aren’t even looking at it! Unless they are a real estate agent looking to see who has changed companies or is still promising sellers print advertising…they aren’t even unfolding it! Just so you know, of folks who read print newspapers… 80% look at the Local News and 52% read the Sports section. That’s it! The print real estate section is lining the hamster’s cage!
“You’ve explained all that. We still want print.”
How ‘bout those slick real estate magazines? Better option? Not so much as far as I’m concerned. There is still probably a case to be made for folks who order a cup of coffee at the local coffee shop and then, out of shear boredom, grab a free magazine and page through it looking for decorating ideas or just dream about what it would be like to own a home in a great community like ours. But any serious buyer goes to the internet! Why do you think all those slick magazines (and newspapers) have websites now?! If they are one of the three people you will ever meet in your lifetime without access to a computer, they will ask their kid, a local librarian or, hello, their real estate agent, to search online for them! In fact, I’d bet that if you ask these sellers, even they won’t be looking for their next house in a newspaper!
“Sorry, we still want print.” (Only now we are convinced you’re just trying to get out of doing your job!)
Now don’t get me wrong…I love seeing my smilin’ face in print as much as the next guy but it is SO last century as a way to spend the precious dollars in your marketing budget! OK, all you Realtors out there are just smilin’ and noddin’ …because you know those sellers are out there (and some of you probably don’t know you’re supposed to have a marketing budget either, but I digress)…and these sellers still haven’t heard a really good reason not to believe you’re just chincing out on them by not running a print newspaper ad! So what’s a Realtor to do…
How about this…carry a nice big stack of newspaper real estate sections, real estate books and ‘home for sale’ magazines with you. Keep them in your briefcase until absolutely necessary. When the discussion stalls over your refusal to run a big print ad, even though you have promised professional photography, a staging expert and a video tour, all syndicated to thousands of websites within hours and where 99% of the buyers are…
Throw Gently place that pile of print media in the middle of the kitchen table and say “Here, find all the three bedroom, two bath homes within walking distance of your child’s school. I’ll wait.”
The sudden flash of realization as they “get it” can be extremely gratifying helpful.
SarahGray Lamm is a licensed, full time, residential Broker in the Triangle of North Carolina. She specializes in serving the real estate needs of home owners and home buyers in Chapel Hill, Carrboro, SW Durham and Northern Chatham County. With over 60,000 hours of experience in North Carolina real estate, SarahGray is proudly associated with Allen Tate Realtors , the Carolinas largest independent real estate company, ranking #8 in the nation. With exceptional relationships all over the Carolinas, SarahGray is able to connect you with other professionals in all areas who will make your home buying or selling experience the best you have ever had!
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