DO YOU WANT A PIECE OF THE LOCAL ADVERTISING PIE?..... BETTER GRAB IT!!!!

By
Real Estate Agent with Douglas Elliman Real Estate 30HA0800896

DO YOU WANT A PIECE OF THE LOCAL ADVERTISING PIE?...... BETTER GRAB IT!!!

I hear that great numbers of Realtors are completely out of the print advertising business!....Not that they are thinking about it or analyzing it or even doing research on if they should do it or not---no! They are completely out of the print advertising business.BETTER GRAB THAT PIECE OF THE ADVERTISING PIE!

REASONS TO NOT DO PRINT ADS ARE: "too expensive", "my customers only use the internet", "print ads never pull!" or "print ads are dead!"

REASONS TO DO PRINTS ADS ARE: You can present yourself and your listings in your own market place; become the "local expert" in your niche area; take the step first before your competition does---and they will!

IS PRINT ADVERTISING DEAD?

Several months back I asked a question of ActiveRainers and I got some surprising results:

HERE IN A NUTSHELL ARE THE RESULTS:

 

  • The internet is still the place that most real estate searches begin.
  • Print advertising is not dead. Some forms are still a growth segment of advertising in certain markets.
  • Newspaper print ads are a very small part of print advertising.
  • Internet advertising is still the most important source for leads in lower end markets.
  • Boutique brokerages NEED to do print ads--creating the glossy, high end booklets that still pull.
  • Large Real Estate Companies use print advertising for image building more than focusing on individual properties.
  • Most small towns, villages and smaller communities continue to do print advertising if they still have a local paper.
  • Most sellers expect their properties to be advertised in print, especially if it is a high end listing.
  • Post cards, fliers and glossy brochures are still being used effectively in many markets.
  • Glossy magazines are key to a resort market....for local information and relaxation.
  • Markets that sell properties for $200k and under are exclusively utilizing the internet for advertising. As one responder wrote: "In my market of $150K houses and under: Print ads are dead!

IF YOU WANT A PIECE OF THE LOCAL ADVERTISING PIE, BETTER GRAB IT!: Get that important piece of the advertising pie before your competition beats you to it!

We know that if everyone in real estate had their choice, they would pay nothing for advertising; but we also know that nothing from nothing equals nothing.

We have all been hearing how we should be doing internet advertising, social media connections, Google +, Trulia and Zillow...and many other public real estate websites: "It's Free Advertising!" (or costs very little compared to print ads) we have been hearing this for several years now.

 Sounds too good to be true to me! ...and you know what they say about that! (If it sounds too good to be true, it probably is!) This is what drove me to try out print advertising again after I had stopped doing any print ads in 2008, 2009 and until summer 2010--I was out of the print advertising business!

Then I saw a need--people were reading local magazines--looking for local information, news and "Hot" picks for restaurants. So, I picked my places carefully and limited the amount of money spent. I found that sales were coming from the  ads--not that the houses shown were the ones to sell---but I got buyers and sellers from the ads.

THE MISSING PIECE OF ADVERTISING FOCUS: I use publications with a glossy presentation and a high end appeal.  Avenue, Hamptons Magazine, HC&G and the Plum Magazine are all the latest venues to advertise here locally. These are high quality, relevant content, great local news magazines and they have their following. Once a week these magazines  are placed in the stores, on stands at world class shops and restaurants and they are scooped up by the summer crowds.....Avenue Magazine is found in all the High Rise, high end addresses in Manhattan. Full color, full page ads pull in these upscale publications.

PROFILE MAGAZINE is published by my company and has a very long shelf life and at least 250,000 in distribution. my results were nothing short of spectacular, I sold 3 properties over $2million from 1 full page last summer and 4 houses from a single ad in the Fall 2010 issue! This Spring-Summer we did a "PROFILE Pocket book", one that fits in beach bags, pocketbooks and briefcases....a big success!

I HIGHLY RECOMMEND THAT YOU CONSIDER ADVERTISING IN THE LOCAL MAGAZINES. The relevant content of local information is key! Make sure that you get your piece of the advertising pie before your competition does! What better way to develop your local or "Niche" market than to advertise in it???

IF YOU WANT A PIECE OF THE LOCAL ADVERTISING PIE, BETTER GRAB IT!

 

 

 

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Re-Blogged 2 times:

Re-Blogged By Re-Blogged At
  1. Charita Cadenhead 08/16/2011 01:26 AM
  2. Craig Hatcher 08/19/2011 11:46 AM
Topic:
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Location:
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Rainmaker
1,143,971
David Shamansky
US Mortgages - David Shamansky - Highlands Ranch, CO
Creative, Aggressive & 560 FICO - OK, Colorado Mtg

This post is excellent. I am going to have to rethink my marketing strategy a bit. I have been very good with mass media (everywhere but online) and made a jump over to the internet exclusively. Now with the current market I think mass media may be the call!

Suggested!

Thanks for the little nudge in the right direction

Aug 15, 2011 02:33 PM #6
Rainmaker
500,819
Paula Hathaway, REALTOR, LBA
Douglas Elliman Real Estate - Southampton, NY
...A Local Expert in all The Hamptons

Michelle: You are way ahead of your competition, it appears!  I think that people are not spending so much time searching exclusively on the internet for properties---I saw several young couples looking through the stacks of magazines the other day---they picked up the PROFILE Pocketbook and sat down and looked through it right there on the bench in front of the office!! They came in and asked for one of the agents who advertised in it---you can't beat that for being a "local" agent with your own niche area. I wish I knew if she sold them anything or not--but I will find out when we do an evaluation of the booklet. Good luck with your print advertising!

Aug 15, 2011 02:36 PM #7
Rainer
89,401
Diane Grady
Endless Summer Realty - Saint Augustine, FL

I have a full page ad in our local newspaper with all my listings featured every week. It is a fortune but it does somemtimes bring a buyer and definitely helps me to get new listings as the sellers want to see their home in the paper weekly. I am and have been considering dropping it to half a page and may well do so now that I am involved with so much social medial and internet advertising. Thanks for the info.

Aug 15, 2011 02:41 PM #8
Rainmaker
500,819
Paula Hathaway, REALTOR, LBA
Douglas Elliman Real Estate - Southampton, NY
...A Local Expert in all The Hamptons

US: You are more than welcome! Take the time to pick the right venues though, because some do not have the right type of appeal for the person/buyer who is searching for the eyecatching house that you can present in a local glossy magazine....If there are none, consider some of the national upscale magazines that can advertise for you---even Architectural Digest or Homes and Gardens wiill work...I think those are still around....but I still think it is a local buyer who will pick up a glossy magazine that has homes advertised. We are all aware of the high resolution photos that are being done now---what better type of photo of your listing to put put there in front of potential buyers!

Aug 15, 2011 02:42 PM #9
Rainmaker
500,819
Paula Hathaway, REALTOR, LBA
Douglas Elliman Real Estate - Southampton, NY
...A Local Expert in all The Hamptons

Diane: I would increase it not decrease it---the local markets are starting to come alive again; potential buyers are catching the itch to buy a new house and sometimes, without theintention to "shop" for a house on the internet--you can get their attention in a local glossy magazine...A good "local color" magazine is what gets the attention here...with lots of good local news and tid bits about the locale.

Aug 15, 2011 02:45 PM #10
Rainmaker
748,496
Rob D. Shepherd
Windermere/lane county - Florence, OR
Principal Broker GRI, SRES

We are cutting back on printed adds. People here use them for wrapping fish.

Aug 15, 2011 03:45 PM #11
Rainer
134,479
Jean Singleton
Capital Realty Experts - Rexford, NY
Specializing in Your Special Needs
We do a combo plate of print and Internet, and have seen responses from both, although heavier on the Internet end.
Aug 15, 2011 03:52 PM #12
Rainmaker
500,819
Paula Hathaway, REALTOR, LBA
Douglas Elliman Real Estate - Southampton, NY
...A Local Expert in all The Hamptons

Rob: I am not talking about newspaper ads---this is high gloss publications about your area---Do they use expensive glossy magazines to wrap their fish in??? Must have money to burn!!! :)

Jean: I have always kept a certain number of ads in print but now I am adding more to capture the local "niche" market---this enhances my blogging nicely in that the buyers can now put a face to what they may have read about the area in brochures etc...I do gt a fair amount of my local posts printed by the town etc.

Aug 15, 2011 10:08 PM #13
Ambassador
768,695
Charita Cadenhead
Keller Williams Realty - Birmingham, AL
Serving Jefferson and Shelby Counties (Alabama)

Paula I think when people think of print adversiting, they automatically think of newspapers.  Newspapers are great for rental ads and open houses (that's only my opinion).  There are tons of print media avaialable as options for advertising.

You've Been Featured in the Bananatude Group 'Cause You've Got 'Tude.

Featured in Bananatude

Aug 16, 2011 01:24 AM #14
Rainmaker
330,722
Susan Morrison
RE/MAX Executive Realty - Franklin, MA

I don't do newspaper print advertising but I do postcard mailings quarterly looking for new inventory.

Aug 16, 2011 01:44 AM #15
Rainmaker
500,819
Paula Hathaway, REALTOR, LBA
Douglas Elliman Real Estate - Southampton, NY
...A Local Expert in all The Hamptons

Charita: I think if you focus on "Local" glossy magazines, filled with local information those are the vehicles that work best here! The public eats them up....Thanks for the feature!

Susan: That should work well for you! I have sent "new Listing" cards out and I get a good response to those. "Just Sold" also gets new lisitngs for me....

Aug 16, 2011 02:01 AM #16
Rainmaker
130,706
Olga Diaz
COLDWELL BANKER TOMLINSON - Pullman, WA
Potter, Mng Broker, CRS, ASP, ePRO, ABR

Hi Paula, in our print advertising is NOT dead.  We have a local Community Update paper that shares news, and also is a great place to advertise.  It is a great way to put your name out there and develop your niche market strategy.  Thanks for your post.

Aug 16, 2011 10:24 AM #17
Rainmaker
500,819
Paula Hathaway, REALTOR, LBA
Douglas Elliman Real Estate - Southampton, NY
...A Local Expert in all The Hamptons

Olga: You don't mention whether it is an upscale paper but I guess it would be if you are able to advertise your properties...These arre the best vehicles to use for your niche advertising!

Aug 16, 2011 11:47 AM #18
Rainmaker
291,228
Ken Patterson
TPR Properties - Rocklin, CA
Roseville Real Estate, TOP Rocklin Realtor

Definitely one of the better posts that I have seen in awhile!  Nice work and thanks!

Aug 17, 2011 12:09 PM #19
Rainmaker
500,819
Paula Hathaway, REALTOR, LBA
Douglas Elliman Real Estate - Southampton, NY
...A Local Expert in all The Hamptons

Ken: I appreciate that you took the time to read it! I really want to let all the hard working agents out there know that it is safe to go back into the print advertising waters again!!! :)

Aug 17, 2011 12:17 PM #20
Rainer
366,052
Scott Hayes
(512) 786-8300 - Austin, TX
Realty Austin, Broker Associate

Paula,

I like this post, because it addresses a topic, and provokes thought. I tend to not like print advertising, but just ran a few ads for rural properties. I find this source to be a good way to market these particular listings.  A suggest worthy post for sure.

Aug 17, 2011 04:12 PM #21
Rainmaker
290,462
Ellie Penaranda
239.776.5077 Downing-Frye Realty - Naples, FL
Naples Florida Real Estate - Waterfront & Beach Co

Hi Paula and thanks for doing the research and for addressing a subject long forgotten.  We've also decided to go back to print ads - we feel more serious seller leads come from the print ads and I love listings.   

Aug 18, 2011 01:12 PM #22
Rainmaker
500,819
Paula Hathaway, REALTOR, LBA
Douglas Elliman Real Estate - Southampton, NY
...A Local Expert in all The Hamptons

Scott: Good for you! My reason for trying print advertising again was because I could find no other way to get the word out about my "Local Focus" ads...the print ads pull in the person with the money to have leisure time and time to read magazines..and LOCAL newspapers. I think what has been missed in our attempts to "avoid" paying for print advertising is the local market place--it cost us big time in the long run! Smaller firms here never gave ujp on it and have been doing great business from print alone!!!

Ellie: I have another post in mind, just since I read your comment---I really think we have missed a lot of business from the local market place by dropping print advertising so precipitously. Now we have to re-develop a strategy that appeals to the high end buyer who never stopped reading high quality, high gloss publications! I am speaking of the collective "we" and if we miss this next go-around (Fall--Spring 2011-2012) we can kiss a certain segment of the affluent market goodbye! I think we really lost sight of this customer and it did affect the high end somewhat---now that I am advertising in print again, I am stimulating the high end of my business and thank goodness for that!

Aug 18, 2011 10:08 PM #23
Rainer
25,509
Craig Hatcher
Georgia Residential Realty, LLC - Atlanta, GA

Print advertising has it's advantage, thanks for the reminder and the action command to get me in gear to get "a piece of the local advertising pie".

 

Aug 19, 2011 11:42 AM #24
Rainmaker
500,819
Paula Hathaway, REALTOR, LBA
Douglas Elliman Real Estate - Southampton, NY
...A Local Expert in all The Hamptons

Hatcher: Good; glad I could be of help here!

Aug 19, 2011 11:44 AM #25
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Rainmaker
500,819

Paula Hathaway, REALTOR, LBA

...A Local Expert in all The Hamptons
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