Here is a double page ad in a local newspaper (The Palo Alto Weekly) for a real estate listing that I shot recently for Ken DeLeon of DeLeon Realty. Ken was the number 1 realtor in the US in the 2012 Wall Street Journal rankings, and it is marketing such as this that has no doubt helped him to gain the top spot, marketing that includes large advertisements in newspapers and magazines, high quality photography (by yours truly), video, high-quality 4 and 8 page brochures, custom websites for each property and social-media marketing. In short, Ken makes extensive use of both old and new media to give each listing broad market exposure. The more market exposure, the more potential buyers, which can mean both a quicker sale and a higher sales price. An additional benefit is that this kind of marketing results in broader market exposure for the realtor, so that the marketing for each listing is also helping to market the realtor to gain new clients. Of course this kind of marketing is not cheap, but Ken has clearly proven that a serious investment in marketing can pay off in a big way.
Before the advent of the Internet, many realtors did not invest much in marketing, either for the listings or for themselves, relying primarily on networking and referrals. However, the Internet has provided a major new avenue for marketing all kinds of products and services, including real estate, and studies have shown that the vast majority of home buyers now start their search for a new home on the Internet. Furthermore, in some markets at least, print advertising is far from dead and can be leveraged to great effect, as I believe the ad below demonstrates quite well.
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| 1505 Cowper Street-Palo Alto Weekly Ad |
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