Print Real Estate Publications – The Red Head Stepchild Of Real Estate Marketing

real estate publications

If you had a secret, a secret you don’t want anyone to know about, where would you hide it? In a diary {not if you’re a dude}? Would you bury it? Put it in a safety deposit box? Only you would know if it were the case that you wanted it to be a secret.

If I had a secret, I would want to hide it where I knew no one would look; where no one would think to look.  I would hide it in a printed real estate guide – you know the ones that you can can find as you go in and out of your local grocery store like Fry’s, Safeway, Albertsons or Bashas. That’s what I would do. It’s guaranteed not to be seen there!

There are a few things that puzzle me, one of them is why real estate professionals, vendors, really…anyone still advertise in a print publication in 2011 – especially a print real estate guide. I keep hoping that print real estate guides will go the way of the dinosaur. The first rule in sales [at least mine anyway] is to be where the people are – where the eyeballs are. The eyeballs are certainly not on print real estate guides. The eyeballs are online.

Real estate guides can be found at your local grocery store, car wash or real estate office. I never see anyone reading them though. Do you? So why do people still advertise in these archaic publications. Probably because they don’t know any better. Well, we am hoping to change that.  If there is one industry that is slow to change, it’s the real estate industry. I’m Stephen, I am a former title rep, I spent 10 years in the industry helping real estate professionals – real estate agents and loan officers – grow their business. I remember [2 years ago] when the Phoenix market changed from the Multiple Listing Service {MLS} to FLEXMLS. You would have thought the world was ending. Real estate agents were up in arms complaining about this shift. “Why?” “This is stupid!” “I don’t like it” I heard everywhere I looked. They simply didn’t want to change, in fact – they fought it. Tooth and nail.

Change is good.

Fast forward to today and you would be hard pressed to find any real estate agents that doesn’t LOVE FLEXMLS. It’s a way better product. For real estate agents and their clients. It’s great.

Back to the real estate guides. I had lunch with an old friend yesterday. Of course – the topic of marketing came up – that’s what we do at PRO-Found, we help professionals get “found” online. Online – not in print publications. My friend, who I will call “Bubba” [to protect the guilty] tells me that his business is great, he is killing it. I asked him “what are you doing?” Well, I’m doing this and that he says. This and that were actually pretty specific but I don’t need to go into that here.

As we talked about the things he is doing, his mood changed. His body language changed. “Bubba” is a professional, highly knowledgeable and respected in the industry and yet he fell victim to it. What’s it? The Print Real Estate Publication. Some salesperson convinced him that spending $4,000 on an ad in a print real estate guide was a good idea. I could see from what he wasn’t saying that purchasing that ad wasn’t a good idea. I wish he had called me. As I started to open my mouth – he started: “don’t say it, I’ll call you next time.” I just smiled and said “good – that will learn ya.”

Now, what I would have told him was that eyeballs are on the Internet, not in print publications. Over 90% of consumers start their home search online, not in a print real estate publication. Print has it’s place in a lot of industries, real estate is not one of them. I told him, “Dude, call me first, the next time you are considering spending your hard earned money on marketing”. He agreed. I would like to extend the same to you.

Who is your ideal client? Who is your marketing targeted to? Who are you speaking to? Be where your ideal client is. If your ideal client is soccer moms, you better join the PTA. If your ideal client is consumers looking to buy or sell real estate, you better figure out how to get “found” online. Getting found online by your ideal client gives you the ability to speak with your ideal client at the exact moment they have identified a need for your services.

Now, Doesn’t that sound a whole lot better than advertising a in  a print real estate publication? Don’t be a “Bubba”.

Share and Enjoy:
  • Facebook
  • Twitter
  • LinkedIn
  • email
  • Print
  • Digg
  • StumbleUpon
  • Yahoo! Buzz
  • Google Bookmarks
  • RSS
  • Google Buzz
  • Technorati

Leave a Reply

Your email address will not be published. Required fields are marked *

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <strike> <strong>


"In less than a year I have created over 150 new clients. I never would have believed it. I can't thank you enough."
"Before I started with Pro-Found I had no Paid Mediations from my website. Now I get 4-6 new clients every month."
"I have heard many horror stories about getting a website online. Thank you for making it painless."