Again great commentary but made from behind a steering wheel in the ever popular series: “Realtors Talking From Cars“. Does anyone have a desk nowadays? I’m going to post a few more this week and will share my thoughts on just how dumb video blogging from your car is. Let’s start off with Ian Watt of CondoGo.com
Definitely. The newspaper is always going to be purchased and read by some people. As the real estate brokers abandon the newspaper the competition for the attention of the consumers is minimal. The price of dominating the newpaper as a licensee has never been better. As always, whether or not an ad works has everything to do with what you write.
In November I ran and ad for a condo and the buyer just happened to glance at the paper that day, saw the address, price was below the average, so the guy decided to call. We closed in 14 days. I concluded that my newpaper budget is funded for 2010 and beyond from that transaction.
Maybe the ruddy, unshaven appearance works in the fields and forests of Vancouver, however this Ian chap doesn’t seem to care he doesn’t look the part of a professional.
I do agree, however, with Tom Meyer and Ian at the same time. All the NAR closing interviews I’ve heard tell us the internet is exactly where the majority of the buyers are starting from.
Tom, you’re also right about print media being a bargain.
The larger issue is where does the Realtors time return him the greatest return.
Newspapers are really fading away . More and more buyers are on line searching for property. However I think it really depends on the area you market in. I do still advertise my listings in a local newspaper here on Cape Ann. I only advertise every other weekend.
Why? well , because some of the older generation are not on line. They are looking to downsize or searching for friends and relatives out of the area. They buy the local paper and still read the ads. Also – sellers like to still see their homes in the paper. They think you are not doing a good job unless you do.
I do little advertising in the Real Estate Book. I do get calls on these when I have an affordable property listed. I am canceling my cable ad which costs more than I want to spend and have no results. Personal websites are great. I guess it all depends on your area and the group of buyers you are trying to target. I have not paid for pricey ads in the Boston Globe and Herald for 4 years now. They don’t work and are a big waste of money.
Hi Michele, I agree that location can impact marketing options. I can understand how a community that is more paper based (vs online) would respond more positively to a local newspaper ad. Changing your marketing spend based on ROI is something that makes sense but I wonder how many other Realtors routinely practice it?