Bye Bye Newspaper Advertising For Real Estate
As further evidence of the shift to online advertising, the Los Angeles Times has announced it will no longer publish its weekly real estate section. Click here for the entire news story.
Is Boston next? As a Realtor®, I am often asked by Sellers and Agents alike, why I am reluctant to use the newspaper for marketing and listing of properties for sale. Besides the high cost and low return on the advertising dollar spent, over 80% of homes are sold because somebody saw the listing on the Internet.. What could be more convincing?
I understand that it used to be fun to sit down with a cup of coffee on a Sunday morning, circling open house ads, but that was literally, yesterday’s news. Today’s buyers are more motivated to simply drive around an area of town that they like to look for open house signs so that they can do some research on the Internet before they call their Buyer’s Agent (notice I did not say the Listing Agent, because listing agents represent the seller - not the buyer, so why would you call the listing agent to help you buy the property?)
With decreasing readership in the print editions of newspapers and magazines, proactive Realtors® are spending their advertising dollars more wisely. It sounds like the LA Times just helped agents in Southern California make the inevitable decision. Wow, two great things to come out of LA this week - first the demise of the real estate section in the paper, then the news that they took Manny out of Boston. Maybe those earthquakes are making people in Lala land think more rationally. Well, maybe not. They did take Manny - who now has his IQ printed on his jersey (99).
(1 votes, average: 4 out of 5)
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Less print edition means lesser garbage too:)