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 connects 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.
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 an 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 magazines 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.
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.