Home > Blogs > Jeremy Williams > Helping Others Soar in Business and Life

Newspaper Advertising and Print Advertising - A Myth Dispelled

Services for Real Estate Pros with Red Hawk Coaching

August 14, 2008 04:33 AM

As a Realtor in the northeast Houston area serving the communities of Kingwood, Atascocita (Summerwood, Fall Creek, Lakeshore, Eagle Springs, Walden on Lake Houston, and Humble I have shaped my marketing program to give my clients the optimal exposure in a competitive real estate market.

Though newspaper and print ad serve a valid purpose in the real estate profession those real estate agents that focus primairly on print ad do a diservice to their clients and customers. According to NAR (National Association of Realtors) the two largest sources of homebuyer leads come by way of real estate agents at 33% and the internet at 29% (homebuyer leads from print ad 3%). From my experience the two sources are becoming blended as more and more people become internet savy. Not only are they searching for homes online, but they are also locating the agent that has the most presence (this can also be seen in how a real estate agent is picked to list a home) and knowledge of a particular area to represent them in the purchase transaction. This type of information is very limited when searching through print ad in the local papers.

Our office, Keller Williams Realty NE, located in Kingwood actually conducted research to see how calls to our property room (2 agents each 1.5 hour shift during business hours taking listing inquires) were generated. Suprisingly, but not if you consider the NAR statistics, there was minimal return on the newspaper ad. By the way, the number one source of calls came from sign calls. Why do I mention this? Several traditional agents still continue to dump ads in the paper to impress their clients. Where has my business been developed? My business has been developed by utilizing technology to market to agents and the potential buyers surfing the world-wide web, 29% according to NAR. Do you get rid of print ad all together? No! Though what I have found more effective than just a normal print ad with a picture of a house is to advertise my website as a real estate resource providing information to inform home buyers and sellers of the transaction process, and links to search featured listings and all listings posted at the Houston Association of Realtors website. It is basically providing clients and customers what they want (consider the statistics). Think about this the next time you interview an agent that tries to wow you with print advertisement.

This information is provided by Jeremy Williams of Keller Williams Realty NE. Learn more about Jeremy by visiting his website www.williams4yourhome.com or read his blog NE Houston Real Estate | Williams4YourHome.com.

Search for all Houston and Greater Houston area homes.

Just a Few of the Websites Jeremy Williams Advertises His Listings

www.williams4yourhome.com - Developed by Magnetiks
NE Houston Real Estate | Williams4YourHome
http://www.har.com/ - The Houston Association of Realtors
http://www.trulia.com/
Yahoo Real Estate
Google Real Estate
http://www.clickkwne.com/ - Keller Williams Realty NE
www.kw.com - Keller Williams Realty International
www.realtor.com
RealBiz360

and many more...

Re-Blog

Comments (4)
Subscribe to Comments Comment

Show All Comments

Sort:

Oconee and Sinclair Lakes - Georgia

Sycamore Oconee Real Estate - Eatonton, GA

I have found the NAR findings to hold true as well. I have had little response to any print ad dollars spent during the past year. All calls have been generated from the internet and sign calls. As a result, I have greatly reduced my print ad marketing dollars in order to maintain my internet presence on behalf of my clients. Postcards, flyers and other direct mail vehicles are valuable in the 8X8, 33 Touch, and 12 Direct mail campaigns, but other methods can be substituted at a much lower cost.

I think print ads will always have a place in marketing, but ROI should be tracked regardless of the real estate market. That's just good business!

Thanks for the post.

Aug 14, 2008 06:31 AM

Tim Rogers

Coaches Corner Radio...The Real Estate Guy - State College, PA

Jeremy,

You are correct but the old timers in my office have perfected an excuse for spending ad dollars in the newspaper. Not just their dollars but mine too since they are all part of the ALC (they spend $150 of my ad dollars every month in the newspaper).

The perfect excuse (in their eyes) is that "our market is different." To that I say HOGWASH!

But at least they have agreed to track incoming calls so it will validate my beliefs about my wasted $150 per month in the newspaper.

Did you see the post about the LA Times discontinuing its real estate advertising section?

Tim

Aug 14, 2008 07:35 AM

Steve Shatsky

Dallas, TX

Our office discontinued our Sunday newspaper print advertising last year and despite serious concern on the part of some agents, the results spoke for themselves... there was no drop off in phone calls, open house attendance or transaction volume following the discontinuation. And our marketing budget has been refocused on community event sponsorships and online efforts that are helping us grow.

Aug 14, 2008 07:48 AM

Jeremy Williams

Red Hawk Coaching - Kingwood, TX

Business Coach, Husband, Father, and Dog Wrangler

I agree with anyone above. It was not a couple hours after I posted this that in our marketing and technology meeting this issue was brought up and looks like it will be addressed as our news print contracts wrap up. There will be two schools of thought on this, but change is neccessary in a market that has shifted. I believe we need to be in line with our customers and clients with how they are gathering informaiton in today's market place. The answer is simple. ONLINE

Aug 14, 2008 09:51 AM

Newspaper Advertising and Print Advertising - A Myth Dispelled

Comments (4)
Subscribe to Comments Comment

Jeremy Williams

Service Areas

Recent Posts

Comments (4) Subscribe to CommentsComment

Jeremy Williams

Service Areas

Recent Posts

Comments (4)
Subscribe to Comments Comment