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STOP THE PRESSES!!

By
Real Estate Agent with Herron Real Estate

Does print advertising still work? I received a corporate e-mail this week asking me why we should still continue to print our Coldwell Banker Buyers Guide.  With computers these days 75-80 percent of home buyers are now going online to find homes. Newspaper

 I think print advertising is not as strong as it use to be but still works in some cases. I believe newspaper advertising is a waste of money and it is very costly. The Coldwell Banker Buyers Guide is nice, glossy and features 30 pages with around 30 homes to a page.  The guide is costly but sellers actually like to see their home being advertised it gives the proof something is being done.

The consumer is not always behind a computer or might not even have one. This gives them the opportunity to see the homes for sale. How many times have you picked up a free magazine at lunch while you are waiting for your meal and thumbed through it. Consumers still like magazines and like to flip through them and compare homes or circle them and call about them later.  

 

I think that the internet is still the best way to advertise and that's where I'll continue to spend most of my marketing dollars. I also think that blogging is a good way for a consumer to get a feel for you personally.

 

What do you think about print advertising?  

What do you think about the internet?

What do you think about blogging?

Where do you think the best place to advertise is?

 

 

Comments (12)

Brian Schulman
Coldwell Banker Residential Brokerage, Lancaster PA - Lancaster, PA
Lancaster County PA RealEstate Expert 717-951-5552
Robert, I think newspaper advertising is still effective for the very lowest priced properties.  Many who would be interested in such properties still don't have computers, and agents don't tend to put those properties in the glossy magazines.
Jun 28, 2007 01:44 AM
Armando Rodriguez
QUEST REALTY SERVICES - Orlando, FL
Orlando Homes 4 Sale, Real Estate Broker-GRI
It works to a certain extent, but it is fading.
Jun 28, 2007 02:16 AM
Vicki Bishop GRI - Alabama Real Estate
Coldwell Banker United Realtors® - Bay Minette, AL

I think that the newspaper ads dont really work. I do think that you need something out there because not everyone has the internet.

Vicki

Jun 28, 2007 02:22 AM
Leah Ross
Your Tampa Bay Mortgage Source - Tampa, FL
Tampa, Florida Mortgage
Great question Rob!  Funny you post this.  I just spoke to a REALTOR today who said their office is no longer printing in the local HOMES magazine...a new trend throughout real estate perhaps?  I do believe that more and more home buyers are using the internet rather than typical print.  However, there are still quite a few buyers who still like to look through the paper guides.
Jun 28, 2007 10:43 AM
Anonymous
Patricia Jasper

I always find it interesting that Agents have heard and quote the amount of people using the Internet but when it comes to adding it to their marketing program  or spending the time that it takes getting their properties online with all the websites out there.......then the majority of agents stop short if they think it coststhem time or  money. Yet it is where the buyers are and those agents that know how to work this end of the business are reaping in tons of commissions. 

 I am working with an agent right now who has over 5 Million dollars in pending sales and all of these buyers came off his 5 websites... Sites he advertises the online addresses in local real estate magazines.  Blogging is also something that is showing good results in the real estate industry.    

  I have been in the business of marketing with Real Estate Agents for over 30 years.  I have worked with the majority of top producers in the Washington area....more specifically from Bellingham through Seattle/Bellvue area.  I have worked with people who have gotten into real estate and within just 3 years have become top agents with John L Scott, Coldwell Banker, Windermere.

I still tell everyone the most succssful agent has yet to come to any area.   When that person starts.....and markets themselves (by this I mean committs to spending money  advertising and building their business) they will be top producers in just a matter of a few years. 

 The one thing that I know to be true with these superstars from the very beginning....they became master marketers of themselves .....and their properties.  Advertising their name and listings from day one even when it ment borrowing listings just to have something to advertise.   The key is they started their marketing programs from day one and never quit.  Not even today when their referral businesses are huge as they never rely on just one thing...........McDonalds spends billions in advertising just to be in the front of our brain when we think of a quick lunch.....and it works. 

 Print advertising has been around a long time and is not going away anytime soon. You just have to look at the number of editorial magazines out there and the numbers being bought each month by the consumer..... Buyers of propeties are using the internet yes......more and more everyday.... but serious buyers are also picking up the free real estate magazines in their local areas. These are not going away anytime soon. 

Newspaper advertising? Open Houses...  This is the only time I would expect my clients to advertise in the newspaper.  It is expensive and you get one day then it is tossed.  Colored magazines have shelf life and are kept around the house.....it is hard to throw away something color and glossy.  The average real estate magazine is read 3.5 times and shelf life is 90 days.  That is why agents can expect calls months later .....these magazines are kept and they still work right along with the Internet.

If your an  agent who wants to market 'High End Luxury' listings you had better have a top notch marketing program to get the listing.   It takes marketing in your local area AND out of you area to find affluent buyers.  The Real Estate Book for example,  is one magazine that offers some great Online sites like The New York Time, The Wall Street Journal, etc for it's advertisers  along with the print ad at no additional cost.  They may be a little more in cost than another book out therew but when you add in these sites it is a much better buy then a print ad in a book that has no Internet exposure.  Remember, someone just posted that 73% of buyers were on the Internet looking at houses.   

To me as someone who looks for the best bang for my clients marketing dollar spent......it's adding to the program they  might already have like their personal website(every agent needs their own)  and Company website.   In some areas Homes and Land is the ego book to be in.....lots more money but big glossy photos of agents who know to use this as name branding more than anything.  Bellevue area has all the top producers in Homes and Land for example. But they don't stop just there. you will find them in multiple magazines to generate the calls.  

Bottom line to marketing is find out what other successful agents are doing and ask them WHY that and not something else.  If you like the idea start it ...............but don't quit after one or two months if you don't get any response.  CONSISTENCY IS THE KEY........ it takes 6 months minimum to see if what your doing is worth the money or time spent.  Did it bring you a referral?  Did it bring you a qualified buyer that ended up in a closing?  Did it get you a listing?   What was your return on the investment.  You have to ask everyone you work with......did they see your ad or whatever. 

 In the long run, once you start working with someone and you do a deal with them either selling or buying they are now your best source of return business......next home....referral. There are so many ways to nuture this relationship.......this is another post all together.

Good Luck!  Patricia Jasper 

 

 

 

Jun 30, 2007 10:46 AM
#5
Ruth Jacobs
Quantum One Realty - Palm Beach Gardens, FL
North Palm Beach, Real Estate Specialist, CDPE, SF

Rob,

If you get the NAR report each year you will see where buyers find the home they purchase.  That is where you want to put your advertising money.

Jul 04, 2007 01:25 PM
Robert Schwabe
Herron Real Estate - Orange Park, FL
Orange Park Real Estate
Ruth- Thanks for the info I was not aware of the NAR report. I will have to look for the report. 
Jul 05, 2007 12:32 AM
Renée Donohue~Home Photography
Savvy Home Pix - Allegan, MI
Western Michigan Real Estate Photographer
I think print advertising is not very effective.  I did sign a contract for Homes & Land back in May.  I am extremely impressed with their internet advertising which I would say it is worth my monthly cost.  It was also to help subdue some sellers and at the same time I have received some OK leads from it!
Aug 09, 2007 05:56 AM
Debbie Johnson
REMERICA United Realty - Novi, MI
Novi, MI Real Estate Professional

I think that print advertising has become mainly a listing tool.   I don't use print advertising nor do I offer it as part of my marketing when on a listing appointment.  The sellers are completely fine with that.  They understand the power of the internet, because they also have been searching on the internet for their next home.  I explain that people who are seriously looking don't wait until Sunday's newpaper hits the stand nor do they run up to the corner restaurant to pick up the new issue of the real estate magazine, they are looking online.

Aug 16, 2007 02:14 AM
Adam Waldman
Westcott Group Real Estate Company - Hauppauge, NY
Realtor - Long Island

Robert - I have stopped doing newspaper ads as they generate virtually no business.  I can see the value of the CB Home Buyers Guide because at least it is a color ad in a magazine that has some staying power, vs. a newspaper which lasts for a day and then lines bird cages.  I like to expose my sellers to as many websites as possible, although the most effective still is MLS and the corresponding consumer MLS site.  I create a separate webpage for each listing and link it back to my site.  All of my listings are have photos and a tour done by a professional photographer, so that the home shows in the best possible light.  You already know how I feel about blogging, so I'll move on to the best place to advertise.  For me, it's any website that will take a submission.

Aug 16, 2007 02:23 AM
Robert Schwabe
Herron Real Estate - Orange Park, FL
Orange Park Real Estate

Deb- Thanks for the comment. I do believe that customers still like to have print advertising it's something they can actually hold in their hands.

Adam- Thanks for the comment. I focus all my advertising on the internet. I also create a separate website each of my listings. I have learned so much about internet advertising and SEO here on Active Rain.  

Aug 16, 2007 03:27 AM
Richard Ives
Chicago, IL

Hi Robert, Great post and great question.

Go to realtor.org and look for the NAR study of where buyers come from then you can see where to effectively advertise.

Feb 16, 2008 01:49 AM