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Newspaper Advertising vs Internet Advertising

Real Estate Agent with Coldwell Banker Residential Brokerage

Lately I have seen statistics on what drives buyers to a listing, ranging from 5% to 20% from newspaper advertising, and generally in excess of 80% from internet advertising.  My question is why do we continue to use newspaper advertising, or rather, why do you use newspaper advertising, if you still do?  Some agents feel that they need to keep their face in front of the buyers, (are you still in the business?)  Others say they use print to appease their sellers.  Real estate giant NRT, for example, is putting more advertising dollars into the internet.  "We all acknowledge the fact that the newspaper listing has a short shelf life compared to a listing on the Internet," says NRT Chief Operating Officer Judy Reeves.

Borrell Associates Inc. a company that tracks this sort of information, in its ONLINE REAL ESTATE ADVERTISING: 2006 UPDATE reports: "Real estate advertising has remained virtually unchanged at $11.6 billion. Home sales have slowed down, meaning agents have more inventory to advertise but less money to spend on that marketing. Despite the hype about Internet advertising, there is plenty of room for growth: Most agents don't even have a Web site or advertise online. Online real estate advertising will grow to a $2 billion category this year and swell to $3 billion by 2010, surpassing the longtime leader, newspapers."  Again, this does not sound good for the newspaper advertising industry.

So my question, again, to my fellow REALTORS is; why do you use newspaper advertising, if you still do?


Comments (6)

John Occhi
AZ Veteran Notary Services - Marana, AZ
Mobile Notary Public/Certified Loan Signing Agent


I have not used the newspaper in a year.  I was thinking maybe some small classifieds with my web address - but thats only to drive traffic - not advertise properties.

Long Live the Internet.

Now have a Blessed Day,

John Occhi,, Hemet CA REAL ESTATE


Jan 24, 2007 12:45 PM
Rudy Mayer
Better Homes & Gardens | The Masiello Group Real Estate - Nashua, NH
New Hampshire Real Estate & Homes

Newspaper?  What that?

Funny story.... I was featured in a story about real estate and the internet in the local newspaper.  I had mentioned that I invest 25 percent of my income into my Web site...."I used to advertise in The Telegraph and real estate books,” Mayer said. “I’d rather spend the money there.”

This story appeared in the Telegraph!  And they printed it!  Amazing! I wonder how much ad revenue they may have lost from that quote!

Jan 24, 2007 02:26 PM
Jeff Tomas
Accounting and Tax - Rockford, IL

If people are like me.. they go to certain sections of the newspaper and then use the paper to start their fireplace. LOL

I prefer internet advertisement myself. Cheaper and gets your name to more people.

Jan 24, 2007 04:00 PM
Christy Avila
J and C Realty - Yucaipa, CA
I agree that the internet is the place to be!!
May 08, 2007 03:55 PM

I agree...

I've found internet advertising to be the #1 choice for buyers today.

I've setup my real estate business around the internet, and have found it to be very successful. I've found free website out there which offers great internet advertising for my sellers. Even smaller sites like:

<a href=EhopRealty.com>EhopRealty.com</a>, Zillow.com, Trulia.com

I'm always on the hunt for new real estate advertising sites. Getting a jump on the competition.


May 22, 2007 12:19 AM