I thumbed through the latest edition of Distinctive Homes today. In case you're not in the real estate trenches every day, that is the one glossy real estate magazine in Southern California that survived the credit collapse and housing tumble we are navigating our way through. Others folded, or are struggling to survive on the shrinking advertising dollar of the belt-tightening real estate agent.
So who is spending the big bucks for the glossy spreads? In a nutshell, it is the Big Dog Agents. As real estate companies close their doors and agents fall away, Big Dog Agents are seeking new territory and new clients. Are yours up for grabs?
One of the Big Dogs (nice guy) in my area has twelve, yes 12, pages in the magazine I received today. How do I compete with his big guns and deep pockets, not to mention a never ending supply of multimillion dollar listings? I don't. I do something completely different, and I'm doing it right now. Yep, I blog, and it works.
I do not have proof, but in my experience blogging reaches more consumers than a pricey local real estate magazine. This conclusion is based on thousands of dollars wasted on full page color ads that produced very few calls and closed sales. My blog is never out of print, always in circulation and available 24/7/365. No trip to the local market or real estate office needed.
I decided a long time ago pulling up my blog online at a listing presentation was more powerful than pulling an out-of-date magazine from my tote bag. So Big Dogs, keep buying ad space and I'll keep blogging. There are many paths to success and happiness, and more than one way to play the game of real estate and win.
Norma Toering & Team RE/MAX Palos Verdes Realty
(310) 493-8333 / Office Phone: (310) 831-0800
PalosVerdesLifestyle - Nominated by Relocation.com as one of the top ten Los Angeles area real estate blogs. Ranked by Technorati in the top 1% of all blogs. As seen in the Daily Breeze newspaper.
South Bay Los Angeles cities I sell real estate, property, houses and homes in: Palos Verdes Estates, Rolling Hills, Rolling Hills Estates, Rancho Palos Verdes, San Pedro, Long Beach, Torrance, Lomita, Redondo Beach, Hermosa Beach and Manhattan Beach.
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Norma Toering & Team RE/MAX Palos Verdes Realty
(310) 493-8333
PalosVerdesLifestyle- Norma's award winning site as the best Palos Verdes homes and real estate blog since 2007. Selected by Relocation.com as one of the top ten Los Angeles area real estate blogs. Chosen by MovingCost.com as one of the best Los Angeles realty blogs. Awarded 5 out of 5 stars by Lender411 blog review. Ranked by Technorati in the top 1% of all blogs. As seen in the Daily Breeze newspaper.
South Bay Los Angeles cities I sell real estate, property, houses and homes in: Palos Verdes Estates, Rolling Hills, Rolling Hills Estates, Rancho Palos Verdes, San Pedro, Long Beach, Torrance, Lomita, Redondo Beach, Hermosa Beach and Manhattan Beach. Based on information from the Association of REALTORS®/Multiple Listing as of the initial date of this article/blog publication and /or other sources. Display of MLS data is deemed reliable but is not guaranteed accurate by the MLS. The Broker/Agent providing the information contained herein may or may not have been the Listing and/or Selling Agent.
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I'll keep blogging too. It's more effective and way less expensive than print and other advertising I've done in the past.
Jen - Excellent plan!
I am not a big dog and I hate the price of print advertising. I would be happy if it worked! But it's very much an ego booster, bragging page. Making connections and keeping them is a great investment. Blogging has increased my presence as well.
Yeah, Norma! I've watched the Big Dogs for years, and I don't know that they sell more properties... but everyone knows their names... Keep on blogging -- clients are reading!
Blogging is the way to go. The number of people reading print advertising declines every year. I don't even recall the last time I bought a newspaper but I read many newspapers online from around the globe.
Advertising in the magazines has become more about appeasing the seller than finding buyers. I need to work on a better way to show my potential sellers what it is I spend my money on. Good food for thought! Thanks.
Wanda - It's about what works and results!
I have not paid for one bit of print advertising in over 2 years and they have been the best two years like you said your blogs are not out of date and are always being updated.
Shoshana - It's not what you make, it's what you keep---and glossy magazine ads can be a big black hole in the marketing budget.
I have never found print advertising to be a good investment, the return on my investment there has been very low. I'm with you, over 80% of new home buyers start their search online, it's up to us to get with those folks, they don't read the glossy magazines!!
Blogging allows the consumer to get to know you before you get to know them, then they are comfortable around you. Blog on, I know it works too!
Marc - I read my news online too, and rarely purchase a magazine or newspaper.
Norma, yes it works. Since buyers are online more than the paper it will surely bring more results. Keep it up, they will find you about the Big Dogs.
magazines tend to be coffee table material that is seldom given deep thought.....a quick glance is typically all people do with those. serious buyers and sellers research via the internet. keep it up.
The tides are turning and this is a definite advantage for the hard workers among us. Keep it up!
Print is dead in our bussines. My brother is in the air conditioning bussines, and I am trying to convince him to build a website and blog. In a couple of years the yellow pages will be out of print too.
Norma,
I think you are a Big Dog!!! Keep up the good work! My family just cancelled our paper delivery in favor of online...now we read news from all over the country. It is interesting the different perspective we get.
j
Norma,
Great job, online is where it is at. Giving the consumer the information they are seeking without obligation brings them to you. When I get advertising pieces like you described, they find their way to file 13 quickly. The ones that I do save for awhile are hard to find again and when I do find them, the information is out of date and they join their predecessors into file 13.
So how do you drive potential clients to your blog?
Norma, I like most of those who posted here also decided a long time ago to cease the print ads. I will advertise in "The Real Estate Book" due to the shelf life, ease of placing ad, and their access to the web. They are linked with multiples of sites. That helps in my listing presentation. I must admit I did a full page in "The Dupont Registry", what a waste!
I think blogging is the way to go. It puts real and timely information in the hands of the consumer and provides a reference point.
Norma, You are absolutely right! I'll bet they don't have nearly the web 2.0 skills that you do. Can they even compete when it comes to marketing on the Internet...where most buyers are looking for homes? Keep up the good work!
I investigated Distinctive Homes online. Seems like a good place to look for high-end homes...
I think blogging is a whole lot more effective than out-of-date print media. Plus, it's a WHOLE lot more fun!
I haven't done print advertising since last year. Can't afford it anymore and it didn't get me 1 lead in 2 years.
Hi Norma,
Blogging is bottom up marketing at it's best! We just need to keep on keeping on.
Norma- great subject, great blog- thanks!
Based on my experience in luxury marketing (previous career), those glossy magazine ads are meant to impress THE HOMEOWNER. It's called a "vanity ad"-meant to showcase the property and the listing with an invisible "snob appeal". It says, "look how wonderful you are, look how wonderful I am to be paying all this money to keep your listing". It's all about perception, rather than reality. And that's the game Top Dogs have to play to work with these high-end clients to get and keep high-end listings. They have to make these clients feel exclusive, special, important, pampered. As the saying goes, "THE AIR IS RARE UP THERE".
But, I got very tired of that game and got out of it! I like working with REAL PEOPLE who are PRACTICAL- that's what blogging's all about
[ . . . blogging reaches more consumers than a pricey local real estate magazine. This conclusion is based on thousands of dollars wasted on full page color ads that produced very few calls and closed sales.]
I agreeeeee! To me the color homes mags serve 2 functions:
Not that those are bad things . . . but neither sells the property.
Cha ching for you! I guess it really doesn't matter if the listing is $300K or $1M, some agents still think they need print advertising even though the public doesn't read it. The mags do make a nice conversational coffee table booklet though!
Noma,
I think Wanda is hitting it on the nose - make your connections and KEEP them. I see so many agetns who look at me like I am crazy when I ask about teh sphere...
My best advise, don't have past clients... Have Raving fans - One of my past clients literally will call me at least once a month and tell me he is getting this guys who wants to buy in Havasu - to come to Canyon for the weekend so I can go chat with him.
Keep in mind, he doesn't have to do that for me, he believes
Shelly - Our marketing dollars should not stop working at the end of a magazine's shelf life. The seller deserves more and agents need a better ROI.
Heather - Good for you---my advertising budget is about one-tenth of what it was before I began blogging. Besides, it's greener--saves trees and money!
June - You're on to something and the statistics say it's the smart place to be.
Gail - So very true--a new client stunned me with all the facts she knows about my work (and life).
Missy - I'm with you---statistics prove it is the place to be.
Robert - We're in agreement.
Norma, what a great post! I'm with you, most of my clients have found me online!
Norma,
I am new to ActiveRain, and newer to blogging, but what I've read and seen proves it to me. I've just started, and have already seen results.
Brad - While the market is slow I've been busy amassing content and building blogs of value to consumers. Lots of work for sure, but much easier for consumers to access than old print ads now in a landfill or recycling bin.
Tere - Smart girl! I hope your brother takes your advice.
Jay - Thanks. Like you, I no longer need to hold a newspaper in my hands. It's so much easier to read it online---no more trips to the recycling bin with a cumbersome stack of newspapers.
Mark - I feel so much "greener" knowing I no longer make a monthly contribution to the local landfill with all pricey paper ads!
Michael - Link my blogs to my website, post fresh content and let Google take the wheel.
Bill - I've learned an expensive lesson or two myself.
Gene - Often the status of a property can change while we're waiting for a magazine to go to press and hit the racks. I like to tell sellers I'll have their home advertised nationwide within one hour of taking the listing.
Diane - It simply makes sense to be where the buyers are shopping--no matter what you're selling.
Print media is woefully overpriced. There's a reason newspapers can't make their budgets any more.
With more and more sellers and buyers using looking on the internet for their real estate agent/consultant, blogging and other other online tactics make sense.
With more and more sellers and buyers using looking on the internet for their real estate agent/consultant, blogging and other other online tactics make sense.
Look at the numbers of newspapers that closing their doors every day. The real estate magazines are fun to look at the pretty pictures, but most serious consumers are doing their research on the web more than picking up the magazines. Blogging is where the world is at right now. How fast our world is changing!
Carol Riley, Albuquerque,NM, Huntington Real Estate
Done well, Blogging can be more important that the glossy magazines. Thanks for sharing Norma
Great insights on the flexibility and value of blogging, Norma. It's definitely a great way to level the playing field.