Palm Beach Real Estate and Loans

Palm Beach real estate - not only is it not sold by having Open Houses (yesterday's article) - it's also not sold by using Print Advertising!

So then, why is it all over the place?

Well, let's go back a few years.  My generation (I'm 40) was introduced to computers early in high school.  Our grandparents and parents knew no other form of real estate advertising then the newspaper ads.  There certainly wasn't anything to look at on-line, basically because there was no 'on-line' yet!

Habits tend to change over the years, but people still think that if there isn't an ad in the Sunday paper, they're missing out.

So - why do you still see so many ads if they're THAT ineffective?

It's kind of the same thing you encounter with the Open Houses - they comfort the Client.  They see their wonderful real estate in print and assume that that is the end-all be-all of of promoting their home. It's an easy out for Agents who would rather not waste their time educating the Client. I prefer to tell my Clients what DOES work and it's not print! 

Also, by not using print ads, my costs are much lower - a savings that goes directly to the Client.

So far I've only explained one reason ----- here is the BIGGIE:

• Print ads are for the AGENTS to show themselves off, which generates more listings - but it does not help to sell them!  Think about it, you go into the grocery store, you pick up a flashy Real Estate Magazine, and you become entranced by the fantastic pictures.  You think about buying that multi-million dollar property for your family - fantasy time...... then you snap out of it when the Cashier tells you your total.  On the way out, the magazine goes in the trash.  You may remember the Agent that you saw in the magazine and give him or her a call when you want to list.   It's advertising for the AGENT not the property.

The most effective place to advertise these days is the Internet.  Estimates vary, but roughly 90% of all Real Estate searches start ON-LINE. 

I once had someone say that they thought I was being 'overly thrifty' by not running print ads........

BUT, when you put some thought into it, I don't get paid until a deal closes.

So wouldn't I want it to sell as quickly as possible?

Makes sense, doesn't it?

Like the great Linda Richman was so fond of saying - "Call me, we'll talk.".

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