The Top 12 Reasons Why Print Real Estate Ads Face Extinction
Topics: Wailea, Makena, Real Estate, Maui, Hawaii, condos, homes, houses
Years ago, before the use of the internet became commonplace for the real estate industry, print ads in local newspapers were the norm. Real estate agents would place ads in the classifieds notifying readers of an upcoming open house or details of their new listing. They would buy space to include pictures of the home and a small blurb to entice readers to make a phone call and schedule a viewing. But those days are gone. Here are twelve reasons why print real estate ads are a thing of the past:
1 - Print papers only go out to the public daily or even weekly, depending on the publication. The internet is 24/7. Information flows as fast as your internet provider can carry it. Perfect for the “I want information NOW” crowd.
2 - Readership of printed papers is going down. Why pay for a subscription when you can go online and come up with the latest headlines for free? So print ads are reaching fewer people and becoming a less effective marketing tool.
3 - Ad space in printed papers is expensive. On the internet, there are many, many options for real estate agents to market their listings or promote their real estate business. From free to low-cost options, real estate agents have a lot of alternatives to choose from online.
4 - Many consumers conduct their searches online. Whether looking for a home, or looking for a real estate agent to work with, few consumers pick up a newspaper during their search. Instead, they go to a search engine such as Google and type in keywords, and they find the agents who have an online presence. Agents sticking with print ads lose out on those prospects.
5 - Print ads have rigid space guidelines. With newspapers, there is a tight space issue. Classifieds are reduced to a few lines and the more you add, the more your cost will be. Want to add special headlines or a graphic? Start expanding your budget!
6 - The internet gives you more flexibility in terms of space. Sure, some sites with real estate ads might have some space restrictions. But many allow for a good amount of text and pictures. Then, with your own real estate site, you should be able to upload pictures, and as long a description about the property as you want. And consumers like that!
7 - Print ads have tight deadlines. Have a last minute change to a sales price or a property description? You’re out of luck if you’re past the newspaper’s deadline. But the internet is fluid. The information is easily updateable. Last minute changes can typically be accommodated within minutes or seconds.
8 - Newspapers are going out of business! Due to the immediacy of the internet and the fewer subscribers, newspapers are shutting down left and right.
9 - The internet is easy to search! Consumers may be able to look for homes for sale according to geography when looking at print ads. But they can’t search according to price or features of a home in a newspaper like they can online.
10 - The internet can be easily manipulated by consumers. Just as the internet is easier for a home search, once the search results are found, a consumer can manipulate the findings…typically being able to sort properties according to price, zip code or several other fields. With a print ad, a consumer can circle a desirable ad, but cannot move it around, copy and paste the information to another document or email a loved one about the really neat home they just found.
11 - Print ads are visual only. But with the internet, you can appeal to other senses. You can add an audio recording to a listing page, describing a property in detail and drawing the listener in. You can also add video clips - virtual tours of homes, an introduction of you and your real estate team - something that will appeal to the visual nature of the consumer, but also be more interactive than a static print ad.
12 - The internet can get to more people, period. An online ad can be emailed to colleagues and prospects. A link to an ad can be placed on forums that will be viewed by hundreds of potential buyers. No print ad can ever be placed in front of the eyeballs of so many people as can be done online.
In the end, while few agents still might use print ads as a part of their marketing plan, none use print ads as their sole advertising venue. The internet has taken over and has truly replaced print ads by being more affordable, more flexible and more accessible.
Volker Weiss - Maui Realtor(R/S) specialist focusing on Maui’s highly sought after southern resort & beach areas of Wailea and Makena. Start with an online journey to www.VWonMaui.com and for immediate help call VW directly at 888.572.6888
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