When it comes to advertising your home, you want to use affordable channels that are going to reach a large number qualified buyers. So where should print advertising fall in your listing marketing plan?
If you prioritize marketing that allows you to get the most for your money, print marketing likely won’t make the cut at all. In fact, according to annual statistics published by the National Association of Realtors (NAR), you have almost no chance of seeing a positive return on money you spend on print ads. Let’s take a look at the data.
NAR shows that only 1% of buyers find the home they ultimately purchase through print ads. What’s worse is, while the effectiveness of print advertising is very low, the cost is very high. Short of running television or radio ads, print advertising is as expensive as it gets when it comes to marketing your home.
There are tons of online advertising methods that cost a lot less and work a lot better. Focus your efforts on utilizing the MLS, adding your listing to popular real estate sites and leveraging social media networks to reach more buyers and maximize your time and money.
So why do agents use print ads?
Chances are, you have have received listing postcards or recently sold home fliers from local agents. If print is so ineffective, why do agents use it to promote listings? They don’t. Their purpose is different.
Your primary focus is selling your home for the highest dollar amount in the shortest time period. For agents, the primary focus is obtaining clients. In most cases, what agents are actually doing when they send out print materials is not selling a particular property, but attempting to connect with buyers and sellers who have the potential to become their clients.
Instead of spending money on print, focus on proven online marketing methods to reach the 98% of home shoppers who begin their search online.
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