Aren’t we at the point now where “internet advertising” is “traditional” advertising?
92% of Internet buyers found their agent on a web site; 63% found them through an Internet search engine; 0% of Internet buyers found their agent through brochures, flyers, yard signs or mailers to their home (does this tell you to spend more on Internet marketing and less on print?);
You need to take most of the money you are spending on newspaper ads, brochures, glossy marketing pieces, etc., and invest it in your Online Marketing. Chances are good that you cannot possibly wisely spend all those dollars online; consider those savings as your bonus this year. It will be tough not seeing your comforting listings in the paper, but think of all the money you’ll be saving! (And as more fuel for that fire, consider this: Ms. Appleton-Young’s data also show that over 70% of people 65 and older read a daily newspaper, but only 35% of 24 year olds do. PRINT IS DEAD TO THIS GENERATION OF HOMEBUYERS!)
There is a place for print advertising, no doubt about it, but that place is shrinking every single day. For the reasons cited above, I tell my sellers from the beginning that I would rather not advertise in print. Ever. Those who regard print advertising as “traditional” may as well call themselves “antiquated.”
I have said it before; if I cannot measure the effectiveness of an advertising campaign, how useful is it?