24th in a 2022 Series*
Real estate advertising offers an innovator’s dilemma for newspapers. For the most part, newspapers are no longer the first place buyers look when searching for their next home. (Insert sigh here.) And now we have tight supplies and fierce bidding. Don’t fret. Time to flip the advertising equation and think differently. In the process, newspapers can create a new marketing opportunity for real estate agents. Instead of being the source for homes for sale and rent, be the “cheer board” for agents who have sold houses. Create a well-designed new space to allow them to boast they sold this house or that home and how they did it. Turn the victory — and that’s what house buying is these days — into a purposeful promotion for the agent and broker so they can’t attract the next customer. SOLD! speaks for itself. In essence, “hire me and I’ll get your house sold or your dream home bought.” It’s OK to add bragging. With the online version, link video testimonials from the buyers and sellers. Lots of possibilities. Imagine the Real Estate section of the future being THE marketplace to shop talent — the expert skills needed to help you navigate the tough market. What better place than the trusted newspaper. And here’s a bonus: Instead of just showing pictures of houses, your pages in print and online will sport a lot of smiling faces. The widest smile will be that of the innovator.
—Tom Silvestri, Executive Director, The Relevance Project
*ABOUT THE SERIES: Our goal is to share a Relevant Point of the Day (RPD) each weekday throughout 2022. Our target is at least 222. Thank you for supporting The Relevance Project. Your success is our focus.