Business information written specifically for newspaper advertising departments

Content about Real Estate

June 21, 2013

Video is increasingly playing a larger role in branding, marketing and overall business strategies, as its daily use is on the rise, especially with the growth in smartphone and tablet owners. Video offers a valuable opportunity for brands to connect with their customers and create dynamic presences. Video could be put to good use by all of your clients, no matter which vertical, but today, we’ll discuss why you should talk to Realtors® about getting on board.

Video is increasingly playing a larger role in branding, marketing and overall business strategies, as its daily use is on the rise, especially with the growth in smartphone and tablet owners. Video offers a valuable opportunity for brands to connect with their customers and create dynamic presences. Video could be put to good use by all of your clients, no matter which vertical, but today, we’ll discuss why you should talk to Realtors® about getting on board.

February 27, 2013

 

Smartphones are an increasing trend in our society. In 2012, Nielsen, a leading information and measurement company, conducted research that found that an astonishing 50.4 percent of U.S. citizens are using smartphones. This statistic is evidence that emerging technologies and innovations are making a strong presence in our society, and changing the ways we are conducting business and daily life. Smartphones are very convenient and useful in that they contain such features as the Internet and having applications, better known as “apps.” Apps are beneficial because they can simplify and increase efficiency in conducting tasks, such as researching, looking up information and many more. 

 

January 29, 2013

 

We attended a webinar lead by Janet DeGeorge, the President of Classified Executive Training. The presentation, “What to Expect in Classifieds: 2013 (And How to Monetize It!),” addressed what classified reps and managers should be doing in the New Year to improve their revenue. She broke the discussion down into the three major verticals: auto, real estate and recruitment. We brought back what you need to take away from DeGeorge’s presentation to adapt in your own office this year!

 

We attended a webinar lead by Janet DeGeorge, the President of Classified Executive Training. The presentation, “What to Expect in Classifieds: 2013 (And How to Monetize It!),” addressed what classified reps and managers should be doing in the New Year to improve their revenue. She broke the discussion down into the three major verticals: auto, real estate and recruitment. We brought back what you need to take away from DeGeorge’s presentation to adapt in your own office this year!

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October 2, 2012

Last week, we posted an article that introduced our readers to augmented reality. Since augmented reality is such a new concept, we decided to contact a newspaper that has started to use augmented reality as part of their advertising and news strategy. So we reached out to the Hoosier Times, more specifically, the Times Herald in Bloomington, Ind., to ask them about augmented reality and how they implemented it. We talked to Shaylan Owen who is their resident expert on augmented reality and the application they use to deliver it, Aurasma. The Herald Times began using Aurasma, Aug. 27, 2012, and have reached 1,500 Android and iPhone downloads since its launch. 

September 19, 2012

Home inspections are an essential part of the real estate business. Both the buyer and the seller rely on a qualified and honest inspector to ensure that the deal goes off without a hitch. However, that isn’t always the case. Inspectors have been blamed, both justifiably and otherwise, for numerous sale derailments and unhappy purchases. Recently, Inman News’ Barry Stone — resident advice columnist, home inspector and founder of California’s Action Home Inspection Service — was asked the question, “Can I trust my home inspector?”

Home inspections are an essential part of the real estate business. Both the buyer and the seller rely on a qualified and honest inspector to ensure that the deal goes off without a hitch. However, that isn’t always the case. Inspectors have been blamed, both justifiably and otherwise, for numerous sale derailments and unhappy purchases. Recently, Inman News’ Barry Stone — resident advice columnist, home inspector and founder of California’s Action Home Inspection Service — was asked the question, “Can I trust my home inspector?”

August 7, 2012

In the wake of a struggling economy, and consequently, a hurting housing market, there has been an influx of renters. Chances are there has been an increase of landlords renting out single properties in your area. Moreover, if you live in a college town, chances are there’s a significant number of college students looking to rent in your area. Make certain your real estate section is adapting in order to meet these needs by reaching out to these small-time landlords to advertise in your paper. Since these landlords may not own multiple properties or have years of experience in renting, you can demonstrate your value as an advertising resource by making sure they’re fully informed in the rules and regulations of renting out properties. We have gathered some of the renting knowledge your advertisers will need, so you will be ready to meet their needs.

July 30, 2012

Facebook has become a crucial aspect of marketing for all kinds of businesses across the spectrum, and real estate is no exception. However, it’s important to approach Facebook and other social media tools with an organized strategy, rather than winging it. While personal Facebook profiles are up to your discretion, when using it for business purposes there are both legal and social rules that you should know, understand and abide by. We want to share some do’s and don’ts for using Facebook to promote real estate listings. By having this knowledge at your disposal, you will be able to offer your real estate clients the best advertising solutions possible, and they will see your newspaper as a valuable advertising resource.

July 13, 2012

Oftentimes, your advertisers need a helping hand and some direction when it comes to planning their marketing. Go above and beyond simply running ads in the newspaper; offer advice, metrics and creative direction that prove to your advertisers that you are more than an advertising platform. Going the extra mile in your customer service will surely keep your clients happy and loyal and demonstrate that your paper is an invaluable advertising resource. 

Oftentimes, your advertisers need a helping hand and some direction when it comes to planning their marketing. Go above and beyond simply running ads in the newspaper; offer advice, metrics and creative direction that prove to your advertisers that you are more than an advertising platform. Going the extra mile in your customer service will surely keep your clients happy and loyal and demonstrate that your paper is an invaluable advertising resource.

May 17, 2012

Many people have caught on to the fact that attractive people do well. This is not news. It may be evolution or it might be culture; the answer is unclear, but pretty people are definitely perceived to have an edge in our society. What is news, however, is that attractive people may have an easier time selling homes than unattractive people. This fact is both important for home sellers and real estate agents, and is also something that you, as an ad sales person, can use to show your agents how much they can benefit from investing in your paper. 

Many people have caught on to the fact that attractive people do well. This is not news. It may be evolution or it might be culture; the answer is unclear, but pretty people are definitely perceived to have an edge in our society. What is news, however, is that attractive people may have an easier time selling homes than unattractive people. This fact is both important for home sellers and real estate agents, and is also something that you, as an ad sales person, can use to show your agents how much they can benefit from investing in your paper.

April 20, 2012

When it comes to newspaper advertising, you may think the goal is to reach as many readers as possible, and you wouldn’t be entirely wrong, either. Of course, you want to create an effective ad campaign that persuades readers to buy that particular product or service, and frankly, the more the merrier. However, there is an argument to be had for niche marketing. An ad campaign that focuses on a select group of people with a common bond may be, in the end, more effective than ads directed toward the masses.

When it comes to newspaper advertising, you may think the goal is to reach as many readers as possible, and you wouldn’t be entirely wrong, either. Of course, you want to create an effective ad campaign that persuades readers to buy that particular product or service, and frankly, the more the merrier. However, there is an argument to be had for niche marketing. An ad campaign that focuses on a select group of people with a common bond may be, in the end, more effective than ads directed toward the masses.

April 17, 2012

The 2012 SCAMA Conference offered an open-floor discussion of the issues plaguing the newspaper industry today. With 35 pre-submitted questions, conference organizers were faced with the impossible task of addressing a wide range of matters. However, instead of breezing through the questions, they focused on what was most relevant to the audience.

The 2012 SCAMA Conference offered an open-floor discussion of the issues plaguing the newspaper industry today. With 35 pre-submitted questions, conference organizers were faced with the impossible task of addressing a wide range of matters. However, instead of breezing through the questions, they focused on what was most relevant to the audience.

Nate Edwards of The Augusta Chronicle and Corie Kaimikaua, Chattanooga Times Free Press’ Classified Advertising Senior Manager, took the floor to mediate the discussion between conference attendees.

April 2, 2012

Spring has sprung and for those in the newspaper advertising industry, it is best to continually look ahead. In this case, begin considering the mindset of consumers who are looking forward to summer. With summer on the horizon, potential real estate customers may be looking to downsize or even to buy a vacation home. Since it’s the perfect time to amp up real estate advertising, let your advertisers or potential advertisers know this information, thus strengthening that relationship and increasing the likelihood of your own sale. It may seem counter-intuitive to advertise at a time when their customers are thinking of skipping town, but explain to them that, like your ad department, they also need to stay ahead of the game. Below are a few advertising ideas you can suggest to your real estate clients to most effectively use this time between spring break and summer vacation.  

March 22, 2012

Every year, across the country, local chapters of the Home Builders Association (HBA) and the Building Industry Association (BIA) host the Parade of Homes. This is a prime opportunity to boost ad sales in your real estate section by suggesting that agents become involved in this beloved community event. The Parade of Homes allows community members to tour a group of newly built homes in the area. It’s a great time for both prospective home-buyers and home-builders to discover the latest in building, design and decorating techniques.

 

Every year, across the country, local chapters of the Home Builders Association (HBA) and the Building Industry Association (BIA) host the Parade of Homes. This is a prime opportunity to boost ad sales in your real estate section by suggesting that agents become involved in this beloved community event.

The Parade of Homes allows community members to tour a group of newly built homes in the area. It’s a great time for both prospective home-buyers and home-builders to discover the latest in building, design and decorating techniques.

November 30, 2011

On October 10, 2011, Freedom Communications announced their partnership with Gabriels Technology Solutions and unveiled a new real estate iPhone app, which they plan to release across their portfolio of 27 daily newspaper markets. When I met Dave Hiebeler, Freedom’s National Real Estate Manager, at the 2011 Western Classified Advertising Association conference in San Diego, Calif., he excitedly pulled me aside to show off the new app that had just launched. We quickly set up a time when we could talk further.

On October 10, 2011, Freedom Communications announced their partnership with Gabriels Technology Solutions and unveiled a new real estate iPhone app, which they plan to release across their portfolio of 27 daily newspaper markets. When I met Dave Hiebeler, Freedom’s National Real Estate Manager, at the 2011 Western Classified Advertising Association conference in San Diego, Calif., he excitedly pulled me aside to show off the new app that had just launched. We quickly set up a time when we could talk further.

November 22, 2011

In one of the most talked about sessions, Bob Birkentall, Real Estate Director for GateHouse Media, Inc., offered a new approach to Real Estate advertising that showcased ways to update this struggling vertical. In his presentation “Real Estate—Multimedia Packages and Partnerships That Work,” he opened with the three goals and initiatives that GateHouse is taking to embrace digital in 2012.

In one of the most talked about sessions, Bob Birkentall, Real Estate Director for GateHouse Media, Inc., offered a new approach to Real Estate advertising that showcased ways to update this struggling vertical. In his presentation “Real Estate—Multimedia Packages and Partnerships That Work,” he opened with the three goals and initiatives that GateHouse is taking to embrace digital in 2012, these include:

Goals

1. New Online Value Proposition (improving S.E.O.)

September 21, 2011

In the classified advertising world, one of the most prevalent verticals is real estate. From sellers listing their homes, to agents listing their clients homes; but rarely do we see agents promoting their services exclusively to buyers. There are several different types of buyer’s agents, a few are: Exclusive Buyer Agents, Single Agency Buyer Agents and the traditional Buyer’s Agent.

In the classified advertising world, one of the most prevalent verticals is real estate. From sellers listing their homes, to agents listing their clients homes; but rarely do we see agents promoting their services exclusively to buyers. There are several different types of buyer’s agents, a few are: Exclusive Buyer Agents, Single Agency Buyer Agents and the traditional Buyer’s Agent.

September 13, 2011

Last week we covered the first part of Janet DeGeorge’s Building Real Estate Revenue webinar, where she emphasized the importance of breaking down and analyzing your market statistics and how to formulate your print and online product packages. In this part, we’ll discuss how to redesign your Real Estate section to attract Realtors® and put the emphasis back on your local market.

Last week we covered the first part of Janet DeGeorge’s Building Real Estate Revenue webinar, where she emphasized the importance of breaking down and analyzing your market statistics and how to formulate your print and online product packages. In this part, we’ll discuss how to redesign your Real Estate section to attract Realtors® and put the emphasis back on your local market.

Design and Focused Local Advertorials

September 12, 2011

As the real estate market stands nearly stagnant post-recession, there are some homes left listed while others are receiving offers. So what’s the difference between these homes? And, why is it important to you as a newspaper sales rep? As many agents oft say, the riposte has very little to do with the home itself. So why are they still sitting on the market? Likely the answer lies within the poor quality of the marketing of the home. Help the agents and sellers in you community promote their listing appropriately by knowing the biggest marketing mistakes, and advising them on what to do to fix them.

September 7, 2011

This past August 16, 2011, due to great demand, Brainworks hosted the second in a continuing series of webinars with Janet DeGeorge. This month’s focus: Building Real Estate Revenue. DeGeorge acknowledged that increasing revenue in this downtrodden market can be difficult and suggested expanding your approach. You need to breathe new life into your real estate product and draw the interest of the Realtors®. In her webinar, DeGeorge focused on four necessary components to reinvent a Real Estate section: Market Stats, Print and Online Product Packages, Design and Focused Local Advertorial and Real Estate Daily Deals. We’re going to cover this webinar in two parts. The first part will focus on breaking down market stats and product packages.

August 1, 2011

As time goes on, we become busier and busier with closer and closer deadlines. Some people allow their clutter and paperwork to build up and overwhelm them and soon end up finding no light in sight. The one way to combat this dilemma is to hire a professional organizer. It is this individual’s job to help a person de-clutter and get their lives back on track. These professionals will help to clean up your space and teach you how to be more organized in order to decrease stress. They can also offer you your own personal organizer online or as a book to keep all of your appointments in order. The principles and techniques they use have been tested. And it is not just for individuals, but businesses, such as newspaper agencies, as well! The best way to show them what you can do for them through advertising is to see what they can do for you and your office.

July 1, 2011

In today’s market, real estate agents are using any and every media outlet to leverage the industry with their brand. Most are incorporating free web tools that newspapers just don’t offer; at least they don’t offer them yet. With the emergence of mobile technology and the incorporation of the Internet on a smartphone or tablet, newspapers can regain control of the agents in the local area, as long as we’re aware of what the competition has to offer and how agents are using it.

In today’s market, real estate agents are using any and every media outlet to leverage the industry with their brand. Most are incorporating free web tools that newspapers just don’t offer; at least they don’t offer them yet. With the emergence of mobile technology and the incorporation of the Internet on a smartphone or tablet, newspapers can regain control of the agents in the local area, as long as we’re aware of what the competition has to offer and how agents are using it.

June 1, 2011

June is national home ownership month. With the recent trends showing that the desire for home ownership is on a decline, embrace the theme of the month by promoting and protecting home ownership. One way to do this is to put on a home show. Home shows have been around for ages. In London, the Daily Mail founded the Ideal Home Show in 1908 as a publicity tool for the newspaper and as a way of increasing revenue. Today, home shows are often sponsored by organizations other than newspapers, but we suggest taking it back. Home shows are a great way to get an advertiser’s name out and give them the opportunity to interact with their prospects face to face. Furthermore, it gives you new advertising vehicles for both the newspaper and your clients. Consider running advertorials throughout the month leading up to the culminating home show. Also, publish a printed guide for the home show, complete with display advertising. Embrace modern technology and social media, as well. Raffles and door prizes are a staple to any home shows, so announce times, games and winners through Twitter.

April 1, 2011

Mobile action codes are all the rage in today’s marketing campaigns. Everywhere you look you see these two-dimensional, geometric barcodes popping up, be it in grocery aisles, in magazine and newspaper advertisements, on the Internet or even on TV. These codes provide a direct connection between the advertisement and the consumer.

Mobile action codes are all the rage in today’s marketing campaigns. Everywhere you look you see these two-dimensional, geometric barcodes popping up, be it in grocery aisles, in magazine and newspaper advertisements, on the Internet, or even on TV. These codes provide a direct connection between the advertisement and the consumer.

December 1, 2010

“History in our kind of society,” Patrick Hazard, retired professor of American Civilization at Penn, says, “is not a luxury but a necessity.” History is the foundation of the future. How much does your commune value their history? Throughout the nation, neighborhoods have worked diligently to preserve and restore the historic value of their community. But what’s the benefit? Why would people choose to live in an old creaky home, or open a business in a designated historic district?

“History in our kind of society,” Patrick Hazard, retired professor of American Civilization at Penn, says, “is not a luxury but a necessity.” History is the foundation of the future. How much does your commune value their history? Throughout the nation, neighborhoods have worked diligently to preserve and restore the historic value of their community. But what’s the benefit? Why would people choose to live in an old creaky home, or open a business in a designated historic district?