Newspaper ads reads Poor Leads
Newspaper ads are convenient sources of real estate leads. The
top reason why real estate agents put out advertisements by the
hundreds and thousands of dollars in newspaper ads is this: they
need to acquire listings. The simple fact of the matter is, most
home sellers look at these newspaper ads. Via this route, they
then ponder and get to decide who or which is the real estate
agent and company that does a great job of marketing homes.
Newspaper real estate ads create\ an impression to home sellers
that these real estate companies will just as similarly do a
great job in selling their houses. Usually, it is the bigger
companies in real estate that also puts up the big newspaper
ads.
These large real estate companies also have a similarly big
inventory of houses which they put out in wide two-page ads in
newspapers. Chances are, the house that you are selling will be
included in this large spread.
Home sellers require that the houses they are putting up for
purchase will have the most exposure and the ads in newspapers
put up by such companies seem to fill this real estate need.
However, the risk in these types of ads are that the real estate
company may have an additional of three hundred or four hundred
more of these houses in their roster. It all depends on luck and
timing as to the number of times the house you are putting up
for purchase will be seen.
Another reason for putting up real estate ads in newspapers is
this: it is done in order to gain leads. There are numerous
buyers who look at these newspaper ads. And the number of
readers and eyes that look on these ads are unlimited. Or so it
seems, because according to a survey profile of Home Buyers as
well as Home Sellers, only a measly five percent of people who
look for homes in newspaper ads actually make a purchase.
In effect, a total of ninety-five percent up to ninety-eight
percent of newspaper readers do actually just that, they read
and neglect or simply do not purchase real estate despite the
number of ads put out by real estate companies.
This is a stark difference to the whooping fifty-three percent
of buyers who actually start their search on newspapers and
magazines.
But the most important reason why newspaper ads are so much used
for snagging those real estate leads is because agents use this
avenue as an effective means for self-promotion. The idea is
that, the more their names are exposed and the more it gets to
be familiar to readers, it is therefore highly likely that home
sellers will come and get them when they are thinking of putting
up their homes for selling. This is a very subtle yet effective
form of branding.
Fortunately or unfortunately, though real estate agents know the
value or the invaluable contribution that newspaper ads provide,
they hardly inform home sellers of this fact. It has also been
proven that the real estate section of newspapers is its' least
read part. Some home magazines go to the extent of touting that
advertising in them would, more often than not, generate sales.
Though it seems they offer the best value compared to the rates
of ads in newspapers, the survey shows that readers actually do
little buying inspite of the highly glossy pictures the home
magazines provide. This even if in addition to the millions of
people they call their readers, and the coast to coast reach of
their magazine, the numbers show that their readers just read,
and a very small percentage of them actually buy. But it is also
a fact that the two percent who actually buy may leave a bit of
room for hope for the home seller, so what the heck.
In short, home sellers have been conditioned that advertising
real estate in newspapers works, this even if real estate agents
have surveys that prove otherwise. This is because the benefits
real estate agents get are just as money-worthy, and these are
in the form of leads. And in the world of real estate, leads are
investments that could be worth a lot; if not now, it will be in
the coming weeks, months or years ahead.