|Real Estate Information
Why Do Realtors Advertise Your Home in Print,on the Radio, on Television, etc.?
Why Do Realtors Advertise Your Home in Print,on the Radio, on Television, etc.?
Realtors represent a huge part of the national advertising expenditure each year in newspapers, magazines, radio and television. Every seller would like to see their home in a large, impressive ad. The seller wants the Realtor to run the ads large and constantly until the home is sold. Realtors on the other hand know, if they keep good records, that few buyers purchase as a result of any print ad. The advertising is done to find a person, any person, who is seeking to purchase some sort of property at some price. A prospective purchaser may call on a large, expensive, waterfront home and end up buying a small cottage in the country.
Prospective purchasers sometimes come to our area and pick up some, or even all, of the local papers and sales periodicals of all sorts. At last count I found 29 different newspapers, magazines and real estate sales sheets that promote real estate in our local and surrounding areas. As a buyer is going through the several hundred real estate ads, that buyer then decides on perhaps a dozen to call about. That buyer is only calling to find out which property to eliminate from his list of possible purchases. Most of the time the prospective purchaser will eliminate all of the properties he calls on or all but one or two. For this reason the expensive ads bring in very few calls and far fewer appointments to show properties. Add to this the fact that sellers who want too much money, want the most advertising.
Here is a little inside trivia for you: the average cost per phone call from print advertising is well over $5,000 per call in our area. More than 80% of those calls will not give a phone number or contact data. And most of those calls are not qualified, ready, willing, or able to buy the property they call on. Shocking isn't it? I kept the records for two years for a 55 person office recently and the cost of print advertising to get ONE purchaser as a direct result of the ad was over $100,000... perhaps well over that because we only had two in two years so that is not a big base to support an average upon.
The average percentages for this area are that for every four thousand dollars in advertising expense, of any kind, a Real Estate agent can expect 1 to 5 calls, if the ad is well presented and if the property is priced right, and advertised with full particulars and it's in one of the most popular areas.
As a general rule for each 10 calls received the Real Estate agent will set 1 to 3 appointments - seldom is that appointment set for the property that was called on. And then the very best agents will be able to convert 20% of the appointments into sales. So let's see how this works out in a budgetary sense. The most effective ads on the most popular properties which are priced the most attractively; can result in twenty thousand dollars in ads obtaining perhaps 20 calls, resulting hopefully in 5 appointments and five appointments to get one sale. What a dream this business would be it that were always and predictably true. Most ads, no matter how big, beautiful and attractive get no calls, therefore no appointments and no sales. And, if you remember your math, zeros don't average well. :)
So why do Realtors spend so much money on advertising. The most important reason is that sellers demand to see their property in the paper - hopefully in a large ad and in every paper until it's sold. In fact it is well known that the more overpriced the property is, the more the seller wants it advertised and the less calls are obtained. The Realtor wants to advertise only the most attractive properties that are the most attractively priced. However, we all know that the bigger the ads and the more advertising that a Realtor does - the more the sellers like it and the more they want to be affiliated with the most well advertised Realtor. Thus the Realtor gets more listings, not more sales!
Most properties are sold because of the MLS and a response from one of the other Realtors, or from a Web Site, OR in more rare cases, the real estate agent calls, writes or speaks to someone about the property that is for sale to someone that the real estate agent has been working with, often a customer the Realtor has been working with for weeks, months or even years.
Real estate agents spend most of their time and energy repeatedly getting back to prospective customers, contacting those who have already looked at properties and found nothing they like - to tell them of a new property and contacting other Realtors to alert them or remind them of a property for sale. We also send out thousands of postcards, letters, and e-mails. The more successful agents may have as many as a dozen people behind the scenes just sending out communications, of various sorts and constantly following up, with the intention of keeping the one senior partner, the visable selling partner busy with appointments.
Each ad, letter, postcard, call, e-mail or personal contact can be called a "Presentation Impression". It takes several thousand "presentation impressions" as we call them for each appointment and tens of thousands of these presentation impressions per sale.
One of my close friends sold her own house. It took her about a year, holding an open house almost every day, advertising it frequently in the various papers and presenting her home one way or another to perhaps three thousand people in the process. She is quite a good salesperson, her home was very attractive, very well located and finally sold as the market came up PAST the price she was asking for the home.
She found out after she sold it that there had been such unusual appreciation for homes like hers in her neighborhood that she actually sold her home about 15% too cheap after all that time and work and expense. She LOST over $30,000 in sales price in order to save $4,000 in commissions. Although she loved meeting all those people and showing them through her home; she would have saved over a year's mortgage payments and gotten about 15% more for her home if she had listed it with a local Realtor.
She probably won't use a Realtor the next time either; she loves selling her own home - it's like one long house party for her, in my opinion. More power to her! I suspect that with the signs, ads, and those she met at the open house every day - she may have set a new record for the most number of presentation impressions for one house sale. But, then she had no other home she could sell to those who came ready to buy a home and didn't fit her home. From listening carefully to her talk about her advertising, she spent about 8% of the total she got for the home in newspaper ads, more than the commission would have been. We won't count her time, she loved showing her home to all those thousands of people!!! She didn't use a realtor, saved about $4,000 and it cost her at least $50,000 to save the $4,000.
Realtors advertise to find sellers more than buyers, when they use conventional means of print, radio, TV, etc.
There is a new game in town however. Web marketing. Advertising on the Internet with a PROPERLY DONE, Real Estate web site is the most effective way to find buyers we have ever had. Realtors, for that reason, are the second highest user of the Internet.
The most effective real estate web sites have lots of pictures, lots of information and are the most user-friendly to the Internet visitor. Although it is very expensive to have an effective web site - most of that expense is in hours rather than money. Only about 2% of the real estate web sites are effective - actually it looks to be like less than 1% of all the real estate sites that work for the Realtor... according to my observations and experience.
Few Realtors spend the time and money to give the buyers what they want. We hope we are giving our prospective sellers and purchasers what they want to see in every way. We get 2 to 10 emails and about 20 calls a day about our properties and many of them result in appointments to see the exact property they have reviewed on our site. Because we have all the data, maps so they can drive by and numerous pictures of the inside.
If YOU can figure any way that we can be more helpful and better for our prospective purchasers please take a look at the rest of our web site and check it out thoroughly. Write me and let me know if there is something you feel we can do better to help you make a property selection or feel more ready to purchase.
We wish you all the best, and thanks for taking the time to read this.
Copyright 2000-2005 by JodyHudson.tk
Jody Hudson has been a Realtor for 30 years across America and in Delaware
Real Estate Investing - The Motivated Seller
How the heck do you find a "motivated seller?"The motivated seller doesn't wear a tattoo on his forehead that announces the distinction. And he never drags you onto his property begging you to buy.
Property in Northern Spain
If you're looking for the 'real' Spain where the culture, customs and the traditional Spanish lifestyle have been preserved - a Spain long ago lost and forgotten along the Costa del Sol - consider Northern Spain.Northern Spain has always been a popular holiday destination for southern Spanish tourists, but until relatively recently it was largely unexplored and undiscovered by foreign tourists and those expatriates seeking a new home overseas.
Sell Houses Fast & Top Dollar: Design Psychology
How would you like to start a bidding war for your home, ending with a sales price greater than the asking price -- all within your home's first three hours on the market? That's the kind of results you can expect when you prepare your home for marketing, using Design Psychology methods! Design Psychology's innovative interior design strategies go well beyond normal cleaning, painting, and repairs, and have been proven to increase homeowner profit while shortening a home's market time. And best of all, you don't have to spend a lot of money to enjoy the benefits Design Psychology can provide! Here are a few tips for maximizing your sales price, while minimizing the out-of-pocket cost of selling your home: First, you must emotionally detach yourself from your home and begin to think of it as simply a piece of property that needs to be sold.
Be Careful - A Real Estate Agent Could Lead You Astray
The real estate agent is a valuable source of potential deals for you as an investor. They have access to the multiple listing resources and of course, have a monopoly on this information so they have to be part of your game plan as an investor.
Investing in the Baltic Tiger: What Has Estonia Got to Offer?
Estonia's reputation is growing within the property investment market. Rising far above her new European neighbours in terms of infrastructure and growth, Estonia is fast becoming the Baltic's very own 'Tiger' economy with a healthy growth rate of 5.
Successful Property Letting And Management
Successful Property Letting And Management is not something that just happens, it is something that has to be worked at, and planned professionally. When a landlord or an agent has a problem let, it is almost certainly to do with the suitability of the selected tenant.
Best Time to Buy? Best Time to Sell?
When is the best time to buy? When is the best time to sell? I get asked these questions constantly everywhere I go. In short, the answer is that it depends on your individual circumstances.
What is a Home Inspection?
Any Sally and Sam Homebuyer can look at a home and decide whether it is attractive. They might notice it is freshly painted in pleasing colors, has the requisite number of rooms, a cook's kitchen and is located in a location with top schools.
Purchasing Property With No Money Down: My Personal Experience
Have you ever seen those infomercials about buying houses with "No Money Down?" They are really well done. They have all kinds of people offering great testimonials about how they have gotten rich, buying rental properties, with absolutely no money out of their pocket.
Real Estate Business
Starting real estate business is not that simple. Multiple aspects of stable business should be considered before you invest even 1$ in real estate.
Good Faith Deposit - Real Estate Transactions
In a real estate transaction, a touchy issue is how much trust the seller has in a buyer. The existence of a good faith deposit helps put a seller at rest.
Advantages to Buying or Owning a Condominium
Condos have become an increasingly attractive home ownership option for singles, young couples, families and retired couples (that's just about everybody!). A condo is a viable option for anyone who wants to own a home without the worry of repairs, maintenance and dreaded chores like snow shoveling.
Finding the Right Real Estate Agent:: A Guide for Seniors
When considering buying or selling a home, seniors have a special set of needs that may not apply to others in the real estate market. The first time home buyer has a certain set of needs.
Home Loans - Identity Theft Protection Could Hurt Home Sales
Identity theft has been a hot topic in the news during the last few years. Just a month or so ago, forty million credit card numbers were compromised due to a computer attack on a credit card processor.
Buying Property In Spain
It's high time someone advocated the use of common sense and suggested that those people looking for that dream home in Spain actually apply a cautious approach to buying!After all, real estate is such a significant purchase for most people that you'd think people would be only too ready to think twice and long and hard before committing to purchase - especially when buying abroad where the rules and customs differ greatly to what we may be used to.But it seems that so many people are seduced by the sunshine in Spain and by aggressive and slick agents and developers that they are willing to purchase unseen, to buy off-plan or even remotely via the internet and to basically purchase without the slightest clue about just what it is they're getting for their money.
Real Estate Investing in Rentals - the $10 Million Real Estate Investing Mistake
Renting to tenants is no longer "where the money is" for real estate investing. I became a multi-millionaire landlord in the 1980s by buying $10 million in rental houses.
6 REASONS for Investing in Florida Real Estate Investment Property NOW
I invite you to take the next few minutes to learn the truth about the real estate market, how it compares to other methods of building assets and why it is such a lucrative form of investing. Many potential investors will say, 'I need to get into the Florida Investment Property market', especially taking into account current stock market fluctuations and the HOT market for investment properties, but simply don't know the facts about Orlando property investing and how to use sale and leaseback method of property management.
Reprint Rights and How To Use Them To Generate A Steady Income
I can't emphasize enough how important it is to have a step by step guide for sellers and tenant buyers. However, many of you are missing out on other income streams that these step by step guides can generate.
Property Investing Secrets 8
Property Investing: A Buyer's Secret Weapon When Purchasing Real EstateMy friend, Roger, does property investing and is a licensed real estate agent. Recently he looked at a property in another state that was probably worth $225,000.
Oh No! Something has Happened in Florida
The Florida housing market has attracted many foreigners to invest their hard earned money in the sunshine state. The British have for a long time favoured Florida for buying a second home.
|home | site map