Thousands and thousands of dollars in so-called “marketing” is being ripped out of clients’ hands by real estate agents. Agents that claim they tailor every campaign to suit the needs of each property – as long as it involves thousands of dollars on newspaper ads!

There has been an enormous amount of research done by The National Association of Realtors on how buyers are finding their new home. The results are damning with less than 5% of buyers indicating they found their new home in a newspaper.

The so-called “expert” agents in Sydney are preaching how important it is to capture every possible buyer and therefore place numerous advertisements in several newspapers at the clients’ expense. It seems more than a little suspicious that the majority of the money in a marketing campaign is being spent on newspapers that evidence is suggesting fails more than 95% of the time. If we look at it another way it only succeeds less than 5% of the time – yet it costs a fortune.

So who is really benefiting from this? The answer of course is real estate agents. It is wonderful branding to have pages of property advertisements in the local paper. Those looking through perceive that these agents are successful and fall into the trap of calling them into sell their home and also spend thousands of unnecessary dollars promoting the agent – not their home.

The internet age is well and truly upon us. The National Association of Realtors suggest that more than 80% of buyers find properties on the internet, around 15% from signboards and less than 5% in newspapers. The real estate agent’s own magazine doesn’t get a mention and nor does the agency database. When you decide to sell your home do not fall into the trap of wasting thousands of your hard on dollars on promoting the agent and not your home. Food for thought?

Michael Marquette michael@marquetteturner.com.au

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