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The Power of Print in Luxury Real Estate Marketing

12 March 2010 by Ron & Alexandra Seigel 424 views View Comments
The Power of Print in Luxury Real Estate Marketing

In the self-serve environment of real estate information online, it is essential for you to convey to your target market exactly what your unique promise of value is as a luxury real estate marketing professional. The internet has been a disruption not only to brokers and agents but also to luxury real estate print media.   However, some very innovative print marketing ideas have emerged that can give you the competitive edge.

We are excited to announce a new video blog series launching next week in which we feature our LOL media partners.  Each publication has a unique promise of value. Each has developed innovative ways to help agents market themselves and their luxury properties.  We thought you would like to know more about these new ideas so you can make intelligent choices when advertising in print by finding the publications that best match your particular marketing needs.

There has been much ado these days about the current health and the very future of print media in general, magazines in particular.   Many are asking, “is print dead”?

Movies didn’t kill radio. TV didn’t kill movies. The internet will not kill magazines!   This is the basic premise  a consortium of consumer magazine publishers (non-real estate) who want to set the record straight about their industry. They say an established medium can continue to flourish so long as it continues to offer a unique experience.

  • Magazines are very much alive! Here are the facts:
  • Annual number of paid subscriptions is nearly 300 M
  • Magazine ad recall has increased by 13% over the last four years
  • Adults 18-34 read more issues than adults 35 and older
  • The average reader spends 43 minutes reading each issue
  • Readership has actually grown over the last five years

In luxury real estate marketing there are those who tend to “throw away the baby with the bath water” by eliminating print media altogether. From our standpoint, the right print media campaign, when combined with online marketing strategies, can be an integral part of building your personal brand and advertising your luxury property listings.

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  • Dear Fort Collins Realtor:

    Thanks for your comments. We appreciate them and disagreement is a wonderful thing among colleagues. Time will tell and we are looking forward to seeing the outcome. Wishing you continued success in all your endeavors.
  • Interesting article, however I disagree that print media is on its way out. Do you really think people will still read magazines when everyone has an iPad type device near by? Things are not as they used to be so you can't compare the internet taking out magazines to "Movies didn’t kill radio. TV didn’t kill movies.". You are essentially comparing apples to oranges here. Technology is taking off at such a rapid rate these days that it is hard to say where exactly we will end up, but in my opinion, all print media is on its way out the door, its only a matter of time before technology reaches a point that makes it obsolete.

    Just my two cents :)
  • Heather:

    The overwhelming noise has been that print media is done. When we had our commercial real estate company, everyone was screaming from the tree tops that the brick and mortar store was not going to last, and that the office building as we know it would be obsolete because people would telecommute. Fast forward and you know what is happening, we still have malls and office buildings. Thanks for your comment.
  • I didnt know that magazines were still that popular.
  • Johnny,
    Thank you for your comment. All the best to you in Atlanta.
  • Nice observation
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