Return on Investment-Ineffectiveness of Print
Friday, February 22, 2008 We all think we are sound business people and can evaluate how to best run our business. In building our business, we want to spend our money in the areas that will have the greatest impact. As a Manager or Agent in any office, we have seen that call-ins from print advertising are
not what they used to be. However, we have seen that other venues do still attract potential customers to inquire about our listings. Since over 84% of all buyers begin their search on the internet, we should all focus on online avenues to expose our listings. Interest/readership in print is in serious decline and will continue to deteriorate. Allen Dalton, from Realtor.com cited these statistics highlighting the ineffectiveness of print. It definitely supports the thought of redirecting our resources. This is powerful stuff in understanding the direction of many real estate companies and agents that personally promote themselves.
Activity | % of phone calls generated | Cost | % of marketing expense |
Yard Signs | 60% | $163,384 | 14% |
Internet | 12% | $10,000 | 1% |
Newspaper/Print | 8% | $631,836 | 56% |
Buyer Guides | 10% | $263,802 | 23% |
Direct Mail | 10% | $63,351 | 6% |
Total | 100% | $1,132,373 | 100% |
References (1)
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Response: yard signsIn no time at all they had me jetting from country to country, sitting in rooms with spies and world leaders; because no one figured a dog would be eavesdropping. I was one of their most valuable spies for eight years running, but the jetting around really tired me out, and ...







Reader Comments (1)
This is a very interesting statistical page. Lets me know where I should head to and away from with my advertising budget.