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.
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.
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!