Estate Agency Advertising Activity with survey from Richard Rawlings:

Following research conducted by Estate Agency Insight a gaping hole has been discovered that highlights the way in which many agents are failing to adapt their marketing content in order to win business.

Last week 376 agents responded to a survey by the consultancy, that sought to identify the validity of agents’ continued use of advertising in their local property newspaper. “I’m a great believer in the continued use of local newspaper advertising alongside other forms of marketing,” said Rawlings. “Pre-internet, newspaper advertising was primarily intended to attract buyers but it always seems to me that agents have not recognised the need to adapt their content in order to attract instructions, not buyers. The results of the survey certainly indicate that agents are massively failing to harness the opportunity to impress the very people they seek to attract – local homeowners.

“Fifty one percent of respondents said they regularly advertise at least one page in the local newspaper. Only 8% of these stated that their main reason for doing so was to attract buyers. 83% said that their primary reason for advertising in the paper was to either attract instructions or to maintain visibility/brand promotion. Yet 70% of these agents simply continue promote their instructions through traditional style property ads – with no meaningful market comment, no relevant selling advice, no expert opinion. The red agent, the blue agent, the green agent….

“In a massively competitive environment where distinction is everything, how can you expect to gain instructions if your advertising fails to convey your agency’s expertise,style and personality?” continued Rawlings. “Today’s public, especially millennials, expect generosity at every level with no strings attached. It’s no longer about getting, it’s about attracting.

“Additionally, many agents would agree that this is a people business and that instructions are often won due of an engaging instruction-earner. Yet some 61% of respondents’ ads did not make any mention of the people involved in the business – no name or photo! This is completely at odds with agency advertising in other countries and surely essential at a time when high street agencies need to ramp up their “people presence” alongside their faceless online competitors.

The full results of the survey can be found below:

376 total responses
number  % 
Q1. Which of the following best describes how often you advertise in your local property   newspaper/magazine? 109  29.0 Never
  74  19.7 Occasionally
  42  11.2 Monthly
  52  13.8 Bi-weekly
  99  26.3 Weekly
376  100.0
Q2. If you do advertise, how many pages do you typically take per edition? 159  60.7 A single page or less
  66  25.2 Two pages or a double
  11  4.2 Three pages
  26  9.9 Four pages or more
262  100.0
Q3. Do you also provide regular comment, opinion, advice etc within your ad? 82  30.1 Yes, our pages cover a range of topics
  130  47.8 No, we just tend to promote our instructions
  60  22.1 Our pages are quite traditional but we’re open to change
272  100.0
Q4. Do you or any of your colleagues feature in your ad? 22  8.0 Yes – with name
  21  7.7 Yes – with photo
  63  23.0 Yes – with name and photo
  168  61.3 seldom/never
274  100.0

Written and shared by Richard Rawlings –

EAN Content

Content shared by this account is either news shared free by third parties or sponsored (paid for) content from third parties. Please be advised that links to third party websites are not endorsed by Estate Agent Networking - Please do your own research before committing to any third party business promoted on our website.

You May Also Enjoy

Breaking News

Weekly News Roundup – 19/04/24

A roundup of the week’s top property and proptech news stories in partnership with Proptech-X Table of Contents Ascendix deep dives into the world of the AVM CEO Adam Pigott on tour in Norfolk with tlyfe App VTS Activate Multifamily launches   Ascendix deep dives into the world of the AVM This month Yana Yarotska from Ascendix…
Read More
Breaking News

Breaking Property News – 18/04/24

Daily bite-sized proptech and property news in partnership with Proptech-X.   Scotland to get to Net Zero by 2045 in stunning U-turn Because of its serious implications here in full is the Scottish ‘apology or explanation’ why it thinks it is OK to let the planet burn for the next two decades. Net Zero and…
Read More
Breaking News

Breaking Property News – 17/04/24

Daily bite-sized proptech and property news in partnership with Proptech-X.   CEO Adam Pigott on tour in Norfolk with tlyfe App Full disclosure CEO Adam Pigott and his team are one of my earliest clients, so it is always a pleasure to hear what they have been getting up to. And this week they were…
Read More
Love or Hate Rightmove
Breaking News

Rightmove’s weekly mortgage tracker

Headlines The average 5-year fixed mortgage rate is now 4.84%, up from 4.45% a year ago The average 2-year fixed mortgage rate is now 5.23%, up from 4.77% a year ago The average 85% LTV 5-year fixed mortgage rate is now 4.77%, up from 4.46% a year ago The average 60% LTV 5-year fixed mortgage…
Read More
Rightmove logo
Breaking News

Rightmove comment on inflation reducing to 3.2%

UK inflation slowed less than expected last month, making traders and economists more cautious about the likely pace of interest rate cuts. Matt Smith, Rightmove’s mortgage expert said: ‘It’s positive to see inflation continuing to fall this morning, albeit not by quite as much as expected, as the blocks continue to build towards the anticipated…
Read More
Estate Agent Talk

Multifaceted Rewards of Vineyard Estates: Investing in Vineyard Estates in Provence for a Fulfilling Lifestyle Business

Vineyard estates provide an exceptional opportunity to invest in a lifestyle business that aligns with a passion for crafting something unique, freedom for creativity, and business interests while harmonizing with the rhythms of nature. In Provence, you can invest in winemaking and foster authentic connections with the land and community while enjoying your returns. It’s…
Read More