Dear Coldwell Banker and Century 21,
Welcome to the 21st century.
Large organizations are slow to change but it’s still amazing to me how slow these large brokerages have been to change.
It been obvious for many years that newspaper real estate classifieds would go the way of the employment classifieds, that is, they would be largely replaced by online advertising.
Many agents still spend money on newspaper ads just to placate seller-clients even if they know their time and money would be better spent online.
Newspaper ads may look like they are selling homes but, in fact, they are mainly used to prospect for new clients. And now it appears that even that benefit is no longer cost effective.
It’s not bragging to say that I am a leader in online real estate marketing in Arizona. I founded Home Sale News in 2001 and developed it into the largest email real estate publication in Arizona with over 16,000 unique subscribers. I have one of the top real estate blogs for home sellers and buyers in Arizona (this blog). I think I understand online real estate marketing about as well as anyone.
I’m not complaining, mind you, the slowness of the big boys gave the little guys like me the time to learn and create our own effective ways to market homes online.
So, if you want to sell your home and you want a cutting edge marketing campaign to help you sell your home, give me a call.
Gannett, whose largest metropolitan daily is the Arizona Republic in Phoenix, said Arizona, California, Nevada and Florida newspapers are losing such ads more than twice as fast as the rest of the chain.
“Older sellers say, `I bought this house through the papers so I want to sell it in the paper,”’ said Stephen Baird, president of Baird & Warner, Chicago’s largest independent broker. “When today’s buyer sells the same house in five years, the paper will be irrelevant to them.”
“You don’t want to advertise on a stone tablet if everyone has moved on to the Gutenberg press.”
Edina cut its newspaper budget 75 percent this year by eliminating listings of its open houses. Instead of five pages in two daily newspapers, the Minneapolis Star-Tribune and the St. Paul Pioneer Press, each Sunday, Edina runs a half-page ad or less in each. The ads point readers to Edina’s Web site.
P.S. If any national title or mortgage company is looking for an online project with huge potential, I own the domain name, OpenHouseClassifieds.com.