Study into Real Estate Advertising
Disclaimer: we have a good friend that works at the Burlington Free Press and do believe there is a role for print in the real estate advertising model.
This blog article on real estate advertising in newspapers from a veteran media executive is a must read for REALTORS undecided about the ratio of print to web investment. The article states that 6 out of 10 real estate agents think newspaper advertising is useless. However, 80% still buy print ads often just to appease the sellers they are representing! This is consistent with the anecdotal reports we’ve heard from our clients.
We feel that REALTOR are the expert in their field. With their knowledge of the market and trends, they are best qualified to know how to market their properties and to whom. If the high quality leads are coming from the web then this is the sort of quality control that needs to be measured and communicated to sellers. One client of ours has recently started offering sellers $250 back at closing if he never has to run their house in a print ad. Think that’s crazy? Try pitching it as your next listing presentation.
Brian Boardman on real estate marketing
Brian Boardman, the broker and owner of Hickock & Boardman and a longtime USM client, spoke to us recently about the growing trend of moving away from print to web to market properties.