Many real estate agents have begun to question whether real estate print advertising is dead as newspaper subscriptions continue to drop and more people use the internet to get information on just about everything. Although more people are finding information on homes for sale or rent, many housing markets still report that the majority of consumers still get this information from newspapers. The truth is that real estate print advertising is still effective if real estate agents combine print advertising with an online identity.
Changing Real Estate Print Advertising
According to the Newspaper Association of America, print newspaper subscriptions declined more than 18% between 1998 and 2008. Much of this can be attributed to the explosion of online news sites that were able to provide late breaking news and stories almost immediately. In addition, in 2009 alone, there were over 247 billion emails, 27 million tweets, and 260 billion Facebook page views per day, which also bring breaking news to users in an instant. This increased use of online sources for news has required many real estate agents to re-think advertising as the way to reach customers changes.
Consumers Still Look to Newspapers for Some Advertising
Despite the drop in newspaper subscriptions, many consumers report that if they were in the market for a home, they would probably still use the newspaper to locate homes that are for sale. However, for those internet savvy buyers, many real estate agents are creating advertising that combines an online presence with the print advertisement that many people are used to using. A real estate advertisement that allows a customer to find a website or blog where information is provided at a time that is convenient for the buyer is an excellent way to combine print and online advertising. Using an email address to allow busy customers to reach the real estate agent at times that are convenient is also an excellent way to make contact easier for potential buyers.
Another reason to combine print advertising with online resources is the ability to track how well the advertising is working. With the many analytical services available that allow real estate agents to track the traffic to sites, it is much easier to determine what print ads are working and which ones may need to be adjusted.
The rumors about real estate print advertising being dead are not entirely true. Like any form of advertising, changes must be made in the way clients receive information and must match the consumer’s preference for getting that information. With more people turning to the internet for data, combining print advertising with online identities is the best way for real estate agents to get the best of both worlds. Interested in real estate print advertising services? Check out our full list of marketing solutions.