Where Do You Advertise?
This is a common question from home sellers I speak to. What they really want to know is what I am going to do to market their home. I have a very extensive online and offline marketing program designed to optimize exposure to my client’s home to buyers and their agents. My offline marketing does not include print advertising as it relates to newspaper ads and home books. This may confound some home sellers, but most understand times have changed and most buyers are online.
Recent statistics indicate abut 84% of home buyers start their search online. RE/Max of Indiana does have a home book and all our listings are there. I have recieved exactly one call directly attributed to that book in the last year. Not the type of advertising which pays off for my seller. Truth is, it costs me very little to add my clients home to the book. My online presence through the IndyStar has produced a hundred times more phone calls, emails and direct contact with home buyers.
I hear other agents say sellers like to see their home in the paper and print ads are a must. I don’t believe it! I believe sellers want one thing – a contract on their home and a SOLD sign out front. Small black and white or colored picture in a newspaper does not help sell homes. Period.
I know we all have opinions about the best way to market and sell homes and I should probably have some data to back up my beliefs. The company who publishes our local newspaper has said it better than I ever could. It is not my intention to make light of the fact Gannett will lay off over 1000 people or that 7200 people have lost their jobs at Gannett in 2008, however, I do find it interesting how the company plans to move into the future of publishing. Online, of course!
A direct quote from the Wall Street Journal: Dubow said that Gannett remains determined to build a 'strong, profitable digital business' as more ad dollars shift online, and to manage costs 'to be more aligned with these opportunities.' You can read the entire article here. Today’s business requires an online presence……..Of course, I always welcome a discussion from those who have a differeing opinion or success with print advertising in the newspaper.