Does Print Advertising Still Work? Are you USING it?

By
Real Estate Agent with Cummings & Co. Realtors 604121

Does print advertising still work in the real estate business?  I have heard arguments on both sides of this issue and have to say that both sides have very valid points.  My question is, If print advertising didn't work, then why do agents still use it?

  • Are they out of date with the current uses of technology?
  • Do they just like to see their pretty faces in print?
  • Is the reason they do it just to appease their sellers?
  • Do they just want to throw away their money so they have more write-offs at the end of the year?
  • Or maybe, just maybe, DOES PRINT ADVERTISING STILL WORK?

I would personally argue that print advertising does still work and would also point out that most of the agents who still use it in my area are some of the more successful agents in the business.  Does it cost money?  SURE IT DOES, but if it is done correctly and over time, it can be very lucrative.  Not only will it help your phone ring for people calling about the ad directly, but it will also help by building name and face recognition and will also appease your sellers and potential sellers.

In today's market many agents are continuing to try to find ways to stop spending money because those are the same agents that aren't making any money.  It costs money to make money and those that don't want to spend a little money, probably won't earn much money.

In order to create print advertising that works:

  • You must use a captivating title and design it to "catch" the readers attention!
  • You must direct the readers to visit your website for more informaiton (since over 90% use the internet)!
  • You must not be a one hit wonder and hope that you can place one ad and it works!
  • You must be consistent with your marketing and your message!
  • You must have a direct number for your prospects to call for more information!
  • YOU MUST KNOW HOW TO SPEAK/EMAIL THE LEAD WHEN THEY DO CALL/EMAIL! 

I would love to hear your thoughts on this issue.  DO YOU THINK PRINT ADVERTISING STILL WORKS?

BEFORE YOU ANSWER..........

I want you to know that I met a couple tonight that called me about a classified ad in one of our local papers this past Wednesday at one of my properties.  It turns out that they have a home to sell, want to buy one, and also want to sell one of their parent's condos.  It could very well wind up totalling over $850,000 worth of transactions.  Now how much would you make on $850,000 worth of sales?  And how much was that ad again?  Well I guess you know where I stand on this issue!  As I said, it takes money to make money!

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Rainer
84,684
Carl Stars
Sutton Group About Town Realty - Burlington, ON

There are more effective ways of marketing now. However if you do print advertising you need a healthy budget and it must be compelling to make the phone ring.  I avoid it to keep my costs down and I am pursuing only "modern" advertising. The internet is the only way to go in the future, but congrats on your success on your personal add.... Did you use Craig Procter ?

Nov 23, 2008 12:20 PM #1
Rainmaker
250,018
Mike Klijanowicz
Cummings & Co. Realtors - Perry Hall, MD
Associate Broker @ Cummings & Co. Realtors

Nope, but I have heard good things about him.  To be honest, I don't have the time to sit through the course.  And I agree that the internet is definitely the future and a BIG REASON why I am here on ACTIVE RAIN! 

Thanks for stopping by Carl...

Nov 23, 2008 12:23 PM #2
Rainmaker
43,224
Thomas Tolbert
Better Homes and Gardens® Real Estate Legacy - Savannah, GA

Personally, I think internet marketing is much more effective.

Nov 23, 2008 01:46 PM #3
Rainmaker
986,068
Will Nesbitt
Nesbitt Realty at Condo Alexandria - Alexandria, VA
Nesbitt Realty is a family-run brokerage.

Great story!  I think the Internet is more cost effective and that's why I use it. But I agree that print marketing should play a role in the business plan.

Nov 23, 2008 09:23 PM #4
Rainer
84,684
Carl Stars
Sutton Group About Town Realty - Burlington, ON

yes I guess we all know we are in the right direction, thanks for feedback

Nov 23, 2008 10:52 PM #5
Rainer
48,837
Tim Rogers
Coaches Corner Radio...The Real Estate Guy - State College, PA

Big agents use print because they have more dollars in their budgets and it is simply a way to appease sellers and one prong of a multi-pronged marketing strategy.  It is the TOMA strategy but IMO it is an expensive strategy.  If it is working for you then you should continue with it until it stops.  When will you know it stops?  Will you spend an extra $2,000 before you realize it isn't working any more?  What parameters have you established?

I do open houses periodically but I have only sold one house during all that time (the house that was open).  I tell my sellers that I will do them if they want them but that the strategy gets me buyers rather than selling their house.  Is it effective?  It is if it gets me buyers but it isn't an effective strategy for the seller that stages their house and then leaves for the afternoon so I can generate new clients.

I stopped newspaper advertising more than a year ago and my business grew 50% this year.

Tim

Nov 23, 2008 11:12 PM #6
Rainer
15,238
Gayla Allen
QuickImpress, LLC - Austin, TX

Print ads definitely work! I get raving reviews from my customers. But you must be careful and choose methods that are economical. You don't have to spend a lot to be effective, you just have to find the right media.

May I offer this suggestion. You have to make sure that you get results from your marketing efforts, and you simply can't stop marketing yourself. There are many ways to do it, some takes only your time. But when you reach out to market to your farming areas a great place to go is www.quickimpress.com. I've had raving reviews since developing these awesome postcards specifically for RE Agents, powered with awesome scripts, color, and photography. If your into short sales, you have great choices.

I use Emotional Marketing techniques. What drives us is still emotions. Emotions drive our behavior; the world is driven by emotions more than ever.

Drawing on your customers emotion is vital to a successful marketing campaign. If this important attribute is lacking, your money and time is wasted. Not good! In this economy every dollar spent needs a huge return. Check out my site and preview the postcards now available for you and get noticed!

Mar 31, 2009 09:23 AM #7
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Rainmaker
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Mike Klijanowicz

Associate Broker @ Cummings & Co. Realtors
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