Marketing trends paint a clear picture of the future.

This graph represents a comparison of newspaper advertising versus internet advertising over a twelve year period. This graph does not represent advertising dollars invested. Rather, this graph illustrates where consumers reported first seeing the home that they actually purchased.

In 1997 newspapers were 300% more effective in selling real estate than the internet. In 2009 the internet was 1,700% more effective in selling real estate than newspapers. The trend is crystal clear.

The question agents need to be asking is whether the often heard statement of “it makes my seller happy” is sufficient reason to continue to invest in a declining medium. The answer is “no”.

Rather, agents should be investing their advertising dollars wisely and educating their clients on those marketing activities that generate the best results. “Mr. and Mrs. Seller, I will invest substantially in the marketing of your home. However, my resources are not unlimited. Would you rather I invest my marketing dollars in an activity that generates 2% of sales, or would you rather I invest my marketing dollars in an activity that generates 44% of sales?”

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