Ads Reads Poor Leads
Newspaper ads are convenient sources of real estate leads. The top reason why
real estate agents put out advertisements by the hundreds and thousands of dollars
in newspaper ads is this: they need to acquire listings. The simple fact of
the matter is, most home sellers look at these newspaper ads. Via this route,
they then ponder and get to decide who or which is the real estate agent and
company that does a great job of marketing homes.
Newspaper real estate ads create an impression to home sellers that these real
estate companies will just as similarly do a great job in selling their houses.
Usually, it is the bigger companies in real estate that also puts up the big
These large real estate companies also have a similarly big inventory of houses
which they put out in wide two-page ads in newspapers. Chances are, the house
that you are selling will be included in this large spread.
Home sellers require that the houses they are putting up for purchase will
have the most exposure and the ads in newspapers put up by such companies seem
to fill this real estate need.
However, the risk in these types of ads are that the real estate company may
have an additional of three hundred or four hundred more of these houses in
their roster. It all depends on luck and timing as to the number of times the
house you are putting up for purchase will be seen.
Another reason for putting up real estate ads in newspapers is this: it is
done in order to gain leads. There are numerous buyers who look at these newspaper
ads. And the number of readers and eyes that look on these ads are unlimited.
Or so it seems, because according to a survey profile of Home Buyers as well
as Home Sellers, only a measly five percent of people who look for homes in
newspaper ads actually make a purchase.
In effect, a total of ninety-five percent up to ninety-eight percent of newspaper
readers do actually just that, they read and neglect or simply do not purchase
real estate despite the number of ads put out by real estate companies.
This is a stark difference to the whooping fifty-three percent of buyers who
actually start their search on newspapers and magazines.
But the most important reason why newspaper ads are so much used for snagging
those real estate leads is because agents use this avenue as an effective means
The idea is that, the more their names are exposed and the more it gets to be
familiar to readers, it is therefore highly likely that home sellers will come
and get them when they are thinking of putting up their homes for selling. This
is a very subtle yet effective form of branding.
Fortunately or unfortunately, though real estate agents know the value or the
invaluable contribution that newspaper ads provide, they hardly inform home
sellers of this fact. It has also been proven that the real estate section of
newspapers is its' least read part. Some home magazines go to the extent of
touting that advertising in them would, more often than not, generate sales.
Though it seems they offer the best value compared to the rates of ads in newspapers,
the survey shows that readers actually do little buying inspite of the highly
glossy pictures the home magazines provide. This even if in addition to the
millions of people they call their readers, and the coast to coast
reach of their magazine, the numbers show that their readers just read, and
a very small percentage of them actually buy. But it is also a fact that the
two percent who actually buy may leave a bit of room for hope for the home seller,
so what the heck.
In short, home sellers have been conditioned that advertising real estate in
newspapers works, this even if real estate agents have surveys that prove otherwise.
This is because the benefits real estate agents get are just as money-worthy,
and these are in the form of leads. And in the world of real estate, leads are
investments that could be worth a lot; if not now, it will be in the coming
weeks, months or years ahead.