9/1/2023 0 Comments Nytimes real estate aad![]() ![]() Print advertising no longer sells properties in most markets. Best of all, unless one opts for targeted ads, these promotions are free. Facebook for the older generation, and Instagram for the younger, both can offer enormous reach to a curated audience for a well-crafted message. Increasingly, agents also depend on social media to promote themselves, their listings, and their recent sales. The big aggregators, like Zillow and, have seen a huge opportunity here to jump into this multi-billion dollar marketplace and create huge, heavily marketed websites which, in one form or another, sell agents the leads which used to come to us directly. This too has become an online process: we create e-brochures which we send agent to agent and company to company through email channels to highlight our properties, and our competitors do the same, all across the country. Now agents market as intensively to other agents as to potential clients. Of course, the rise of exclusive rather than open listings has brought other changes. While much more extraneous noise exists around the basic process, that process still involves agents displaying listings (now online instead of in print) and hoping that prospects contact them. Today’s system for marketing listings has completely changed, while remaining strikingly much the same. Buyers couldn’t get in without them.Īll that changed with the advent of the internet. It worked, at least in part because real estate agents held the keys to the kingdom of available listings. The Classified section of the Sunday Times ran to a dozen pages in those days, with all the major firms underwriting two or three full columns per week. ![]() For us in New York, that meant placing as many New York Times classified ads as we could afford (I remember feeling elated when, at 29 years old, my ad budget was increased to 3 classifieds per week!) and fighting for the coveted spaces in our monthly New York Times Magazine ad. With no internet, almost no exclusive listings, and no co-broking, the only way to attract customers (other than through your sphere of influence) was to attract them with newspaper ads. ![]() In the 1980s, real estate agents had to advertise properties in the newspaper to compete. ![]()
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