Interactive guys don’t get it
Interactive guys don’t get it
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I’m at the REIV Digital conference today and it’s been interesting to hear the interactive guys spruking their products. Andrew Beecher, the head of marketing and products at Realestateview.com.au, just made the argument that vendor money should only be spent online and that print should be reserved for office marketing. I find this attitude pretty simplistic and displays a real ignorance of how real estate brands grow and thrive (in Australia at least).
The first real study done on this subject shows the fallacy of this argument. Here are a few facts from the article:
In Sydney in a sample of more than 8500 listings, the combination of online and print had an 83 per cent selling success rate, while print-only, or online-only, was in the low 60 per cent range.
Greg Dickason, general manager of data products at RP Data, says the media combination research tracked more than 503,000 properties put on the market in the past 12 months and examined their advertising mix and its results.
“We identified if properties were listed online or in the newspaper, how many times or for how long they appeared online and the outcome,” Dickason says.