(Updated August 2014)
National Association of REALTORS® research shows that 23% of buyers used print newspaper advertisements to find information on homes for sale in last year. However, only 1% of buyers found the house they purchased using print ads (Source: NAR 2014 Profile of Home Buyers and Sellers). These rates have been declining: in 2008, 47% of buyers consulted print ads in their home searches, and 3% found the house they purchased through a print add. Whether you want to create successful classified ads—because many brokerages still use them—or you’d rather start advertising online, this field guide provides tips and considerations. (H. Hester, Information & Digitization Specialist)
E - EBSCO articles available for NAR members only. Password can be found on the EBSCO Access Information page.
Information Sources in Home Search
|Information Source||All Buyers|
|Real estate agent||89%|
|Mobile or tablet website or application||45%|
|Mobile or tablet search engine||42%|
|Online video site||42%|
|Print newspaper advertisement||23%|
|Home book or magazine||15%|
Crafting clean, easily scanned real estate copy for international property buyers, (Inman News, Jan. 27, 2014).
4 tips for writing powerful real estate copy, (Inman News, July 23, 2012).
10 Tips for Writing Effective Real Estate Copy, (The Member’s Edge, National Association of REALTORS®, Sept. 4, 2012).
Write Ads That Sell, (REALTOR® Magazine Online, April 2012). Part 2 in a 10-part series on writing great real estate ads from REALTOR® Magazine. Scroll to the bottom of the article to view additional articles in this series.
Write a Great Home Description, (Simply Homes, June 9, 2011).
Dos and Dont's of Great Classified Ads, (REALTOR® Magazine Online, Apr. 2007).
How Do I Get My Home on the MLS?, (eHow.com).
Writing Ads: Legal Concerns
Part 109 - Fair Housing Advertising, (U.S. Department of Housing and Urban Development).
4 Ways to Avoid Discrimination in Your Ads, (REALTOR® Magazine Online).
Advertising Basics for Real Estate Agents, (About.com, 2011).
How Fair Housing Laws Affect Marketing, (Landlord.com, 2010-2011).
Download the Equal Housing Opportunity logo.
How Relevant are Classified Ads?
Internet house hunting, (The Durango Herald, July 12, 2014).
Real estate returns home to big-event marketing: Coldwell Banker sponsors award shows, Century 21 in Super Bowl as category improves, (Advertising Age, Feb. 4, 2013). E
Real Estate Print Advertising is Dead, (Chicago Now, Mar. 16, 2010).
Real Estate Print Advertising – Not Dead, but Evolved (Harmon Enterprises, Mar. 10, 2010).
Is Print Finally Dead? Read All About It! (RealBlogging, Mar. 8, 2010).
Books, eBooks & Other Resources
The following eBooks and digital audiobooks are available to NAR members:
101 Ways to Advertise Your Business (Adobe eReader)
Advertising 2.0 (Kindle, Adobe eReader)
Advertising and the Mind of the Consumer: What Works, What Doesn't, and Why (Kindle, Adobe eReader)
Facebook Marketing for Dummies (Adobe eReader)
Marketing to Millennials (Kindle, Adobe eReader)
No B.S. Direct Marketing (Kindle, Adobe eReader)
The Do-It-Yourself Lobotomy: Open Your Mind to Greater Creative Thinking (Kindle, Adobe eReader)
Books, Videos, Research Reports & More
The resources below are available for loan through Information Services. Up to three books, tapes, CDs and/or DVDs can be borrowed for 30 days from the Library for a nominal fee of $10. Call Information Services at 800-874-6500 for assistance.
5 minutes to a great real estate ad, (Chicago, IL: Thomson South-Western, 2006). HF 6161.R3 M45
Marketing Residential Properties: The Science and the Magic, (Chicago, IL: IREM, 2008). HF 5415 H22m
Real Estate Advertising Made Easy, (Ontario, Canada: Sheldon Griffon Graphics Inc., 2005). HF 6161.R3 R15
Field Guides & More
These field guides and other resources in the Virtual Library may also be of interest:
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