Tuesday, November 18, 2008

Who's Reading the Magazine

A discussion came up today about where home buyers are shopping for information on homes for sale. One realtor made the statement that advertising in home magazines had become an outdated form of advertising. And it seems that statistics support what her experience has proved. Statistics from an array of real estate related sources agree that 1/3 or less of home buyers read printed home publications. So where are the other 2/3.

Those same statistics seem to agree that the majority of buyers (over 80%) are looking online for information. The online forum allows for sharing a larger amount of information on a single home listing. From an array of photos, to virtual tours, to textual information that does not have to be encrypted with abbreviations, online sources offer far more information about the home for sale.

I was disappointed when I searched real estate listings in the Shreveport/Bossier City area and got such a huge return of listing that did not even offer a single photograph. Nothing at all to capture the viewer's attention. Considering the ease with which a buyer can move on to the next listing and the next realtor, it is important to do everything possible to stay in front of the buyer. Offering loads of information about the home is one way to do this. High quality photography, professionally produced virtual tours and visually descriptive text go a long way toward turning a real estate surfer into a high interest lead.

Home buyers are looking for information and the real estate community now has a highly effective, low cost means to give it to them. The Internet is no longer the wave of the future. It is here...now... and those not riding the wave, may soon begin to find themselves left behind.