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Top 10 Print Marketing Strategies for Real Estate
Over the past half dozen years we've seen a lot of media coverage about the demise or merging of newspapers around the country. The loss of advertising revenue from their major past customers, like real estate brokerages and auto dealerships, has been one factor. Advertisers want to spend their money for results, and as people moved their news consumption from print media to the Internet, advertisers have moved with them. Marketing research firms have been publishing reports recently that indicate changing trends. For years, marketing spending by real estate firms has been down and their spending has been moving from print to the Web, with last reports showing 56% going digital. Now the data is showing digital advertising spending flattening out and print spending rising again. There isn't published data to support it, but this spending may be by companies that have found ways to use print and digital together for better results from both. Let's see how these media can work together. Strategy #1: Don't dismiss print. You may not have been dismissing print, but if you've been reducing your print budget over time, it may be time to take another look at the ratio of print-to-digital spending. The trend began to change in 2012 with newspaper spending up almost 1% that year, and magazine spending up more than 30%. So at the very least, you should be putting some thought into your budget and marketing plan to see how to get more from print and use print and digital together for better results. Multiple major surveys are telling us that people still respond to print marketing, but in a way that's different from in the past and from which we aren't benefitting. Americans have become dependent upon the Internet and have moved to mobile devices in droves. These surveys also tell us that no matter where our prospects hear about us or see our advertising, many will make their first research effort a visit to our website. Our #1 strategy is simple but important: Start thinking of print and online marketing as a team, not an either/or.  
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3 Reasons You CANNOT Ignore Postcard Marketing To Your Geographic Farms
One of the things I find fascinating about working with REALTORS® is the way that their world is full of absolutes. One of the most interesting ones I frequently see is when a REALTOR® tells us, "I'm going to stop doing xxx in my marketing and instead do xxx". These days, perhaps the most common one is, "I'm cutting my postcard marketing and going to do email marketing instead". Given the state of the economy, and considering that many REALTORS® have had to cut back on their marketing budgets, this is somewhat understandable. Things like email marketing and social media are new and attractive. One of the things that makes them even more attractive is the fact that these initiatives are VERY inexpensive and in some cases free. That said though, I suggest that REALTORS® should take a stance of "in combination with," rather than "in place of," when selecting marketing vehicles. I state this for three reasons: #1 You Should Use Your Print Marketing To Organically Grow Your Electronic Marketing Database Unless you have purchased an email list to market to (and if you've done this, STOP IT. It's illegal and ineffective), you need to find ways to grow your email list. One great way to do this is through postcard marketing.
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Online Media Surpasses Print in 2012 – What It Means for REALTORS®
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The secret to magazine advertising
Victor Lund of the WAV Group Says: I worked in the magazine business for three years. I was responsible for managing 10 luxury real estate magazines in places like Santa Barbara, Carmel, San Francisco, Marin, Napa/Sonoma, Lake Tahoe, etc.Here are some tips to buying advertising that I learned. The price for print Advertising is a factor of four variable costs that the publisher faces.•    Quality of the paper and color vs. black and white•    Number of magazines printed •    Number of distribution locations or street racks•    Cost of premium distribution locations like supermarkets Advertising in our magazines was priced from $500 to $1000 depending on the area and the number of magazines printed. In a market like Carmel California where tourism is enormous, we had to print 50,000 magazines a month. In smaller communities like North or South Lake Tahoe, we only printed 25,000 – so the price was less.
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