Hello fellow Realtors.
We’ve all seen the statistics that approximately 85% of all home buyers now start their search on the internet; and we’ve also seen the statistics on how print advertising is virtually useless.Now I’m the first to admit that I’d much rather work with an internet lead, than with a bored local resident who’s just wasting my time, calling me on an ad to ask questions about a property they have little to no interest in purchasing.
However, I’d like to make two points on the justification of some print ads. (Aside from the fact that buyers really do like to look at them and sellers like to see their ad in print)
- I live and work in the Daytona Beach, Florida area. During special events such as Race Weeks, Bike Week and Biketoberfest, many visitors pickup local publications and take them home with them. They then call or go to my advertised web site and request information on either moving to this area, or investing in a second home where they can stay when they’re here for these events. Because these buyers have been to my home town and seen my face in different real estate ads, they feel a sense of familiarity with me. So the relationship and loyalty factor is much greater than if they had simply found me on the internet.
- One magazine in particular, “Homes and Land”, is a national publication, with a large internet presence. Buyers from anywhere in the country can pickup one of these magazines and call the 800 number, or go to the Homes and Land web site and request a free magazine for wherever they want to move. If I did not advertise in this magazine, I would not have access to these buyers.
Now you’ll notice that both of these points do involve the internet. But it still works in conjunction with other media sources. I have my web site on my business cards, bus benches, in magazines, on flyers, on my name riders, etc. But sometimes, what appears to be a direct internet lead, may not actually be so. Many times, the starting point was actually a print publication.
So have any of you who also live and work in a tourist hot-spot found the same things I have? Or have you ever considered this? What are your thoughts? Or even if you don’t live and work in a touristy location; Where do you stand on the internet vs print advertising issue?