The Commuter's Best Friend
There is no medium quite like a newspaper. Sure, those who have mobile devices may be able to check the news if they have the device with them, but you won't find anyone buying a mobile device as an impulse purchase on the way to work.
You can buy a newspaper almost anywhere: street side stands, convenience stores, grocery stores; and at just a $1.50 or less a pop, it makes the perfect companion for a commuter who is about to hop on public transportation and go to work. |
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Who are these Commuters?
Although each of you will have a different target audience, all REALTORS® search for one common thing when sorting through prospects: someone who is qualified to buy the home.
A large portion of city commuters are traveling further and further to make big bucks at big jobs. When you market in newspapers, you are accessing a large pool of financially stable people who have the buying power to make such a serious purchase. The "Combo Platter"
The only thing better than advertising in a print newspaper, is splitting your advertising efforts with the newspapers' online counterpart. Most major papers today have both electronic and print versions.
By advertising in both versions, you increase your chance of interested prospects seeing your ad. You are visible to the already mentioned commuters, as well as those who enjoy the paper over a Sunday morning cup of coffee. The online version opens the door to those who just prefer the web or those who are on the internet during their breaks at work.
Advertising online can also be cheaper and some papers will offer a print discount to their current online ad subscribers.
The web leaves a lot of room for posers. Anyone with a computer and internet access can make up a story, post it on their own web page and call it news. Prospects seeing you on an official news site helps to give your company legitimate credibility.
Never Underestimate the Power of P.R.
Public Relations is your friend. Newspapers, especially daily papers, need news. There are tons of spaces to fill in the paper in between the larger stories. What better for a filler than news about your company.
Write press releases and send them out to local papers or special interest papers for the real estate industry. Think your company doesn't do anything newsworthy? Think again. Promotions, partnerships, selling a major listing or opening a new office are all newsworthy topics. They may not get you the front page headline, but never turn down positive free press, even if it's just a blurb.
The other great part about P.R. is the "free factor". Joining a newswire will get you the maximum amount of coverage, but most newspapers do take real leases for free via email. Just be sure to read the submission guidelines on the newspapers' website. Make sure your release is properly formatted and that you stick to their specific submission rules as well.
A Few Quick Tips for Newspaper Advertising
- Run your ad often, this allows prospects to get familiar with your company.
- Advertise in the Sunday paper. They are usually the largest and most widely read.
- Give a call to action. Tell people how to reach you: phone number, email address, web link.
- Don't pick a random paper, just because the rates are cheap. Choose your closest metropolitan area, local papers or specialty papers for your industry.
- Use an attention grabbing, but relevant headlines
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Success Notes Bonus Tip:
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| Don't forget that people read from left to right. Placing your ad on the left side of the newspaper increases your chances of being seen before a competitor who advertises on the right hand side. |
Next Week's Success Notes |
| Although new marketing trends are constantly coming in and going out of style, word of mouth always remains an effective method for creating buzz for your business. In the next Success Notes, learn how to give your prospects something to talk about. .
Success Notes - ScreenDreamer's Real Estate Marketing Newsletter |
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