The Association of Magazine Media has released its 2013/2014 Factbook, and innovations that blend print and digital are proving to be ideal for connecting with a target audience. “This year’s Factbook shows that magazine media brands satisfy readers when, where and how they choose,” writes MPA President and CEO Mary G. Berner. In the real estate segment, expect integrated media to play a big role in the buying and selling experience.
A few key highlights from the Factbook demonstrate why magazine media should be central to an agent’s marketing mix.
- Magazines are top tier for driving online search, chosen by 31% of adults, beating cable TV and newspapers
- 91% of adults read print or digital magazines in the past six months starting Spring 2013
- The average reader spends 40 minutes reading each print issue
- 59% of readers took action or plan to take action as a result of exposure to specific print magazine ads
- 59% look for a specific print magazine at retail locations
Many websites appear to offer an integrated approach to marketing and advertising, but they aren’t likely to have a foothold in local markets. On the other hand, many publications may claim to be the best local resource, but have no significant online outlet. Homes & Land is strong on local print and strong on national digital, simplifying the marketing efforts of agents and brokerages across North America.
Back in 2012, the National Association of Realtors took a close look the importance of simplicity for buyers and sellers. In it’s report, “Simplify: Real Estate Trends in a time of Uncertainty,” the authors compiling the research examined some of the trends that are expected to have an impact on the industry in the coming years. One key finding:
“Mobility, speed and personal service are critically important for serving today’s consumers. But understanding local markets and building relationships with buyers and sellers — using their preferred communication channels — remain the keys to success in the real estate industry.”
Magazine media are the best at positioning agents as the local market experts, and are ideal for reaching consumers with different reading preferences. Homes & Land, for example, offers text codes, detailed agent contact information with online listings and a mobile-friendly website in HomesAndLand.com.
Offline local niche print drives buyers online. Online, it’s more difficult to stand out, so be sure to leverage multiple personal websites, social syndication, EZ Tour videos and luxury options. Be visible where and when buyers and sellers are willing to engage — over coffee with an easy-on-the-eyes magazine, or at the desk searching online for the perfect home.
Homes & Land Success
“‘Getting traffic’ is not an easy task in today’s market. With Homes & Land we see our traffic count increasing with the many potential buyers and sellers that are reading the Homes & Land Magazine and responding to our advertising. The lead generation from the Homes & Land website is just frosting on the cake. We would like to share our delight with the magazine and the impact it has had on our business.”
The monthly Marketing Minute is brought to you by Homes & Land Affiliates, LLC, the most trusted multimedia real estate brand in North America for 40 years. A leading resource of real estate information, with over 32 million magazines printed each year covering thousands of communities, HomesAndLand.com welcomes 1.3 million unique visitors every month. Headquartered in Tallahassee, Florida, with magazines across the United States and Canada, Homes & Land has been serving real estate professionals, homebuyers and home sellers since 1973. In addition to Homes & Land Magazine, the company publishes Home Guide, Rental Guide, and Estates & Homes magazines.