Advertising
I am often asked by Sellers and Buyers alike about advertising and where is the best place for them to search up-to-date active listings for my area, price and criteria.
Answer is only two places. In print form the Realtor Review tabloid or and in web form is www.realtor.ca In both of these you will see up-to-date Listings of all types by location, price, sub area, etc. etc. . . but web form is much more expansive than print form can ever be. Each individual listing will also show a REALTORS® personal web site (if they have one) and in Realtor.ca just click on and your their.
What does a Seller typically want:
to have there home viewed in advertising form by as many buyer prospects globally as possible, then inspect there home, THEN have a Buyer buy it at an acceptable price, preferrably in very short order.
What does a Buyer typically want
to view your advertised home in an vertual tour, view all the rooms, view back and front yards, all specifications ie: room sizes, taxes, age of roof, furnace, h/w tank, how long on market, Asking price, view PDS, title, and pictures of neighbourhood, and what kind of neighbours do you have . . . . .Then either eliminate it or put it on the hit list to inspect if it rates with there home buying criteria.
Types of ads, Print, TV, Radio, Web
Facts.
Print Advertising newspapers carry less than2% of all MLS Listings. Can't get the same expansive as web based ads. Definitely not a buyer choice of options. Mmarginal results.. . in short it doesn't work any more.
Glitzy magazine in full colour is the same. You also get to meet the latest voted in #1 Realtor of the month/year whatever. He be the one who advertises the most in the magazine. It's called the self congratulating applause . . . . no comment
TV/RADIO advertising both are out of business for listing ads. Realtor/Brokerage self promotion only.
WEB advertising Now were talking. FACT: 75% or more of all buyer ad calls come from the web. Buyers can view all their wants, even globally, If any REALTOR disagrees then he or she is not utilizing the web properly. Web advertising has to be done with great care though. The old adage holds true, Sell the Sizzle NOT the Steak. Perpetual tours can be a killer in Web pages as they do just that "Sell the Steak not the Sizzle", no need for buyer to inspect the home he's seen everything . .next . . . didn't even make the short list. Again great care is needed. The goal of any REALTOR is to generate interest to the buyer as eventually the Buyer will need a REALTOR.
Answer is obvious only two places. In print form the Realtor Review tabloid or and in web form is www.realtor.ca In both of these you will see up-to-date Listings of all types by location, price, sub area, etc. etc. . . but web form is much more expansive than print, TV or radio form can ever be. Each individual listing will also show a REALTORS® personal web site (if they have one) and in www.realtor.ca just click on and your their.
Where was the web 25 years ago when we as REALTORS could only dream of such a thing. But hold on TV was starting with list ads about then, we actually thought that was the end all and be all of advertising.
Short of renting all the space in every media world wide neither of the Seller and Buyer wants can physically happen. Except Realtor Review which is a local listing direction ad newspaper to send buyers to a REALTORS web page. This is all The Realtor Review and www.realtor.ca was intended for and it is up-to-date bi-weekly or monthly depending on dead line.
I hope you enjoyed this article. Please phone or e-mail me with any comments or thoughts on the subject is alway appreciated.