Despite the fact that U.S. newspapers are enjoying a banner year in print classified real estate advertising, that train is about to run out of track, and there could be a rocky cliff below the barricades. Realtors tell us that they’re still buying print – not because it works better than other ad choices, but because sellers expect to see their listings in the local paper as proof that their agents are working for them.
This is the opening to a US$495 special report from the respected Classified Intelligence folks – they specialise in researching classified advertising trends. I have purchased from Classified Intelligence before and found their research to be thorough and conclusions insightful.
The challenge today for newspaper real-estate advertising is that there are now more advertising opportunities which provide better measurement. At realestate.com.au and other sites I can see impressions and visits by day for an ad and this is more useful than readership figures which are obtained in a way I cannot understand.
The challenge tomorrow will be for real-estate agents themselves as online businesses replace many of the services they offer and enable vendors to cut the sales commission from thousands to, maybe, hundreds.
The problem with all this is that I sell newspapers. They are vital to the traffic in my newsagency. At least by understanding that I am approaching a cliff I can try and turn before it’s too late.