While many may argue that newspapers and real estate books are a dying medium when it comes to the potential buyer searching for real estate listings, many local real estate agents continue begging brokers to print media campaigns, not thinking of the return on investment (ROI) print has, simply desiring coverage in as many different media as they possibly can. According to the National Association of Realtors, more than 90 percent of homebuyers begin their search online, while only 27 percent stated that they bought a house they saw in the newspaper.
Another major concept to think about is the functionality behind listing online versus listing in print. National listings like realtor.com, Trulia and Zillow have theorized major search metrics in optimizing the amount of eyes viewing a particular listing, especially listings where a paid search campaign is in place, whereas those few who still read the locals can easily lose a listing when skimming over the 2-by-4-inch, black-and-white local listing ad below the fold on page 4 of the real estate section.
Additionally, tracking view is much more possible online than in print. Online, the listing broker can quantify the amount of consumer engagement by tracking impressions and click-throughs, whereas with print, the only traceable functionality is the “Mention that you saw this ad in the _____ News!” line at the bottom of the page.
To reiterate, listing in print vs. listing online has been a major debate for brokerages. Many newspapers have made a transition of sorts to more of an online presence because they also see a major change and they still want to keep their heads above water.
How will you choose to find your next DC, Maryland or Northern Virginia home? Will you buy the Sunday paper or log on to your laptop or smartphone?