Relocate to Wisconsin : The Seller Chose the Agent who is using a Magazine Ad...'Really ?

The Seller Chose the Agent who is using a Magazine Ad...'Really ?

  We were talking with a friend the other day about the age old topic of why Sellers choose one agent over another. One never knows what the "trigger tripper" will be ...what Connect the dotsconnects the dots and wins the honor of becoming the listing agent.  Something that stands out for one Seller is not the same as the next....different strokes for different folks.

   Long ago and far away in a former career, I owned a marketing agency and had written marketing plans and media schedules for a variety of services, products and retailers. My guide then and now....is that "there is no one medium as effective as more than one. "  The more places that you repeat the message, the greater the impact on the target audience...it is as true of potential buyers as it is for any other product or service.

      Magazines have a place in a media schedule...In this author's opinion for the most part...that does not include the marketing of an individual listing.magazines

    When an agent touts inclusion in a local magazine or the regional edition of a publication as a  part of a media plan there is a very important fact that they leave out when they use that as a feature in their presentation.  That is...the lead time for advertising in a publication...is usually about 60 days. In markets with Thinventory when you add the additional time for preparing Sold signan ad....if the house is ready for the market and priced to sell...the house will be sold before the ad is seen.  It may be an ego trip for the Seller...Just say WOW...they can show their friends that their house was in this publication....AND ....the trip extends to the agent who can use the ad in future lisitng presentations as an illustration of what kind of marketing is done for a listing.   Egos satisfied....and the house SHOULD be long since sold....a wise investment ? I don't think so.   Taking that a step further...most local Exceptionmagazines are not specifically targeted to home buyers.  Exceptions to that "rule" and you knew there would be some..may be a new sub division with lots of options...a Senior complex ....an expansion of some kind of development.  

    Ego You won't see a magazine in our marketing plan for an individual home...You will hear the answer  to why not if the question is asked.

   Effective media needs to be targeted and timely....and we don't believe in most cases an individual listing is best served in the marketing arena using magazines for the message.

         This is a professional marketing message for Home Sellers and agents brought to you by Sally K.  & David L. Hanson, Broker Associates proudly serving southeastern Wisconsin for all things real estate.

Magazines

Sally K. & David L. Hanson, ABR, CDPE, CSS, e-Pro,ILHM, REDS


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Comment balloon 31 commentsSally K. & David L. Hanson • June 04 2017 07:27AM

Comments

What an unbelievably important point it is that a magazine ad is months behind.  Things happen more quickly now than they did when magazine ads were the vogue, and a typically popular place to advertise.

Posted by Jay Markanich, Home Inspector - servicing all Northern Virginia (Jay Markanich Real Estate Inspections, LLC) 9 months ago

Good morning Sally.  Exactly, why place a lot of your time and money into an ad that by the time the printed material is read, the home is long gone or under contract.

Posted by James Dray, Exceptional Agents, Outstanding Results (Fathom Realty AR LLC) 9 months ago

There are some sellers who feel that they know the business of selling a home better than a Realtor.  These are the folks that can have some very interesting ideas about how to get a home sold (or marketed).

Posted by Gabe Sanders, Stuart Florida Real Estate (Real Estate of Florida specializing in Martin County Residential Homes, Condos and Land Sales) 9 months ago

As you point out, a magazine ad might be worth while if it's about a development. However, individual houses should be sold by the time the magazine is available to the public.

Posted by Kat Palmiotti, The House Kat (Grand Lux Realty, 914-419-0270, kat@thehousekat.com) 9 months ago

Good morning Sally K. & David L. Hanson ,

But some sellers knows more about selling real estate and what marketing should be used. It worked 15 years ago when they last sold their home! 

Posted by Dorie Dillard, Serving Buyers & Sellers in NW Austin Real Estate (Coldwell Banker United Realtors® ~ 512.346.1799) 9 months ago

I hope home sellers will read this post and learn from it. Thank you for sharing 

Posted by Gita Bantwal, REALTOR,ABR,CRS,SRES,GRI - Bucks County & Philadel (RE/MAX Centre Realtors) 9 months ago

I haven't really used magazine advertising in more years than I can count... but I did before the internet overtook other forms of advertising. And in the old days I always picked up enough clients from those ads to pay for the advertising costs in the magazine.... and then some as many of those clients became repeat and referral clients.

Posted by Nina Hollander, Your Charlotte/Ballantyne/Waxhaw/Fort Mill Realtor (RE/MAX Executive | Charlotte, NC) 9 months ago

Hi Sally & David, 

It is easy to see why you understand marketing.  You hit it on the head. Prompt syndication is the key to marketing. Of course, you never know what the "trigger tripper" is going to be. IMO - Magazine ads highlight the agent and brokerage more than the actual home. 

Posted by Sheri Sperry - MCNE®, (928) 274-7355 ~ YOUR Solutions REALTOR® (Coldwell Banker Residential Brokerage) 9 months ago

I did this type of advertising and found that the lead time seldom caught up with my listing

Posted by William Feela, Realtor, Whispering Pines Realty 651-674-5999 No. (WHISPERING PINES REALTY) 9 months ago

Not a form of advertising we use. As you point out, with "thinventory" this is not the wisest way to get the word out on a new listing!

Posted by Lawrence "Larry" & Sheila Agranoff. Cell: 631-805-4400, Long Island Condo & Home Sale Specialists (The Top Team @ Charles Rutenberg Realty 255 Executive Dr, Plainview NY 11803) 9 months ago

Hi Sally and David - It is certainly a very good image builder but not for listing.

Posted by Grant Schneider, Your Coach Helping You Create Successful Outcomes (Performance Development Strategies) 9 months ago

It does feed the ego Sally K. & David L. Hanson ...

Posted by Andrew Mooers | 207.532.6573, Northern Maine Real Estate-Aroostook County Broker (MOOERS REALTY) 9 months ago

Hi Sally and David ---- I have found there is no shortage of egos that like to fed...and on a regular basis.   

Posted by Michael Jacobs, Los Angeles Pasadena Area Real Estate 818.516.4393 (Coldwell Banker Residential Brokerage) 9 months ago

Thank you very much for sharing your experience and your advice.

Posted by Roy Kelley, Roy and Dolores Kelley Photographs (Realty Group Referrals) 9 months ago

Sally and David ego does not get properties sold.  So Buyers should listen to their Realtor and leave the ego out of  the marketing plan.

Posted by George Souto, Your Connecticut Mortgage Expert (George Souto NMLS #65149 FHA, CHFA, VA Mortgages) 9 months ago

Magazines used to be very popular in our marekt but as the market heated up the properties were often sold before publication. There are many other ways now to get the word out.

Posted by Debbie Reynolds, Your Dedicated Clarksville TN Real Estate Agent (Platinum Properties) 9 months ago

In our area, luxury magazine advertisements seem to be a thing.  However, they sell the agent way more than they ever sell the home...if it's even still for sale, as you mention.  Great post.

Posted by Cara Marcelle Mancuso, Call a Marana neighbor, I'm THERE! LONG REALTY (Long Realty - Dove Mountain, Marana AZ) 9 months ago

What a great point. There are just some things that agents do in the name of "marketing" that I just think is a waste of money and magazine ads are one of them. Pictures using drones is another one. Who pics a house because they had a roof view ??? I could see it for a high end home with lots acreage but not for your average house. 

Posted by Stavrula "Sam" Crafa, RNC,GRI, CDPE, PSA, Providing the integrity and service you deserve. (Future Home Realty) 9 months ago

I had sellers last fall who insisted on overpricing their home, despite my oppposition. After a handful of showings and no offers, sellers asked me to advertise their home in a local magazine. Surely the problem was my marketing, not the price. Needless to say, I did not advertise in the local magazine. Finally, after several price reductions, the home went under contract (and has subsequently sold). The buyers came from 2 counties away. They would have never seen the magazine ad had I agreed to go that route.

Posted by Melissa Spittel, "Achieving Results Together " (Coldwell Banker Residential Brokerage) 9 months ago

In our resort community the local home magazine goes in every hotel and lodge. For a luxury property this works well in our area. $1M+ listings don't often sell immediately even with lower inventories.

Posted by Marc Harrison (Coldwell Banker Distinctive Properties) 9 months ago

Marketing RE in magazines usually focus on extremely expensive luxury market properties, so, only a few properties are listed to specific target market demographics that subscribe to certain magazines. The marketing costs are considerably higher but so are the opportunities, aren't there?

The more awareness, the more opportunities, so determining the highest ROI is dependent IMO on the criteria and historical data used by the agent as to what marketing mediums to utilize.

Posted by Kimo Jarrett, Pro Lifestyle Solutions (WikiWiki Realty) 9 months ago

Having been a media director with all kinds of accounts I would have to vote for very poor choice as  a medium Kimo Jarrett  with any publication that is not targeted to home buyers. If you disect the readership even further than general circulation and look at how many (liely the publication will not know the answer possibly beyond location, age....possibly income) it is highly unlikely that this would be an effective use of media dollars. Most agents don't know how to compare mediums....they know how to soothe their ego and their client's and listen to fast talking media salespeople.

Posted by Sally K. & David L. Hanson, WI Realtors - Luxury - Divorce - Short Sale (Keller Williams 414-525-0563) 9 months ago

Very good points regarding print advertising. We have a local publication that sellers love and buyers ignore.  So therefore when asked if I will be using it, I share what percentage of buyers we have received from that type of marketing during the last year.  Of course, if the seller wants to pay for the ad then I will certainly market in that publication. 

Posted by Anna Hatridge, Missouri Realtor with Goodson Realty (Goodson Realty) 9 months ago

I forgot to add this approach to having statistics available to sellers sets the bar a little higher and works almost every time.

Posted by Anna Hatridge, Missouri Realtor with Goodson Realty (Goodson Realty) 9 months ago

Great post Sally and David. I agree with Anna on this one as well. Sometimes the sellers think they know what's best. I spend advertising dollars wisely and if a seller insists on a specific publication after I have tried to advise, I am now than happy to place the ad at their expense.

Posted by Chris Lima, Local or Global-Allow me to open doors for you. (Atlantic Shores Realty Expertise) 9 months ago

The hardest part of being a listing agent is convincing sellers that their preconceived notions for how a home should be marketed aren't accurate. Some people just don't want to trust that just because they saw it being done doesn't mean it's effective.

Posted by Melanie Cameron, The Cameron Team (Coldwell Banker Sea Coast Advantage) 9 months ago

Thanks for writing this comment for me ! I am the former ad exec telling my clients the same LOL  SO TRUE SO TRUE 

 

Long ago and far away in a former career, I owned a marketing agency and had written marketing plans and media schedules for a variety of services, products and retailers. My guide then and now....is that "there is no one medium as effective as more than one. "  The more places that you repeat the message, the greater the impact on the target audience...it is as true of potential buyers as it is for any other product or service.

Posted by Deb Harshman, REALTOR & ASPMaster Stager, The Selling Advantage (Long and Foster - Christie's International Real Estate & Owner of Staged Home Decor) 9 months ago

Great for buyers market area or luxury listings , but the under 500k not feasible,, most are under contract prior to printing

Posted by Lesley Wilson-VanGoethem, Residential Real Estate Sales Specialist (Innovative Realty Solutions Group) 9 months ago

Sally K. & David L. Hanson I agree that the time delay for a magazine to hit the consumer exceeds the useful time span of promoting a property.

We all could use an ego boost but there are better ways for that.

Thanks for a good and informative post.

Posted by John Wiley, Lee County, FL Real Estate GRI, SRES,GREEN,PSA (Jones & Co. Realty) 9 months ago

This morning while reading the (hard copy)  newspaper i saw an ad for a local real estate team--and I was wondering how much it cost them. I love having the hard copy newspaper but unfortunately--our paper has cut back drastically on staff and stories so our subcription will be canceled at the end of the month.  Those paper ads can reinforce your name but I don't think as effective as other forms of marketing

Posted by Mary Hutchison, SRES, ABR, Specializing in Brookside, Waldo, Prairie Village (Better Homes and Gardens Real Estate-Kansas City Homes) 8 months ago

I so agree that effective marketing calls for being seen in more than one place - and the magazines you mentioned probably aren't among the places.

Posted by Marte Cliff, your real estate writer (Marte Cliff Copywriting) 8 months ago

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