Tag Archives: Print Advertising

A strategy for success

“We like to advertise consistently in the same market. I need to get that repetitive marketing out there, because when you continually advertise, you get better results,” says Bill Roe, owner/broker-associate of Ocean Properties & Management in New Smyrna Beach, Fla.

Bill should know. This very successful business owner has been a Homes & Land client for more than 20 years. Home prices often top $1 million in his coastal town, and he finds many buyers by advertising regularly in the Orlando metropolitan area magazine. Bill also advertises with Homes & Land magazines in New Smyrna and Daytona.

“You’ve got to find a medium that is affordable and effective, and that’s what I’ve found with Homes & Land. I’m in there every issue.”

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How to be everywhere, all the time

Multi-channel, omni-channel, whatever you call the current approach to marketing, the basic idea is the same. You need to reach homebuyers and sellers wherever and whenever they’re looking, and listing prospects want to know that’s what you’re doing.

“From websites and email, to social media and print, every channel presents an opportunity to market,” explains Adweek’s SocialTimes blog.

That’s a lot of channels to cover, and each has its pros and cons. Digital is great for immediacy and reach, while printed ads and content seem to be easier for consumers to process and better for brand recall.

Author and science-based marketing expert Roger Dooley sums up recent research in a Forbes post titled “Paper Beats Digital in Many Ways, According to Neuroscience.”

“Despite the enormous migration to electronic media, neuroscience research shows that paper-based content and ads offer special advantages in connecting with our brains.”

Dooley continues: “Rather than an all-digital world, it appears that a multi-channel approach that leverages the unique benefits of paper with the convenience and accessibility of digital will perform best.”

The channels work together, with print feeding digital and digital enhancing print.

Your magazine ad gets potential clients’ attention, then can lead them online to your listings or prompt them to text for more photos and info. Each text also generates a lead for you.

“Where we’ve had a great print product, with a smart free distribution model, we have seen a fantastic halo effect upon our digital metrics,” Justin Etheridge, executive vice president of entertainment guide Time Out North America, recently told the Chicago Tribune. The company’s Chicago publication returned to print this fall after a two-year digital-only hiatus.

Homes & Land gives you that great print product with a smart distribution model, along with a presence on more than 20 websites, social media tools, virtual tours, featured online listings, permanent text codes for advertised properties and more.

Multi-channel? You’ve got it covered.

For more on getting the most from Homes & Land, contact your Publisher.

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National Breast Cancer Awareness Month 2015

HLCaresLogo

Homes & Land magazines will ‘go pink’ to raise funds during National Breast Cancer Awareness Month

TALLAHASSEE, Fla. —Homes & Land magazines nationwide will be wearing pink ribbons during National Breast Cancer Awareness Month in October as local Publishers, real estate agents and the company’s corporate office team up to raise money for charity.

The first “Homes & Land Cares” Pink Campaign, in 2014, raised approximately $25,000 for national and local organizations supporting breast cancer awareness, research and patient services. The total includes $10,000 donated to the American Cancer Society by the Homes & Land corporate office. The remainder was raised by the Publishers of 85 local magazines and their advertisers, in locations ranging from Malibu, Calif., to Outer Banks, N.C., from Vermont to New Smyrna Beach, Fla., and multiple points in between.

This year the corporate office has again pledged to contribute money to the American Cancer Society for each magazine page displaying a pink ribbon in October, up to at total of $10,000. Participating Publishers will donate advertising space and raise funds for contribution to either a local or national nonprofit organization involved in the fight against breast cancer.

“The initial ‘Homes & Land Cares’ Pink Campaign was a great success in uniting our Publishers and advertisers for a good cause. This year we’re committed to repeating and exceeding that achievement,” said Allen Harrod, President of Homes & Land.

“Most of us know someone who has dealt with breast cancer, and more than a few people in the nationwide Homes & Land family have been affected directly. The company would like to support efforts to combat the disease in all the communities we serve,” Harrod said.

About Homes & Land

Homes & Land is one of the most trusted brands in real estate and a leading marketer of properties for sale in print and online at HomesAndLand.com. Headquartered in Tallahassee, Fla., the company supports a franchise network of more than 220 Homes & Land-affiliated magazines in communities throughout the United States and Canada. Homes & Land distributes more than 27 million magazines a year.

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For more information about the "Homes & Land Cares" campaign or the company, contact Rob Wicker, Vice President of Sales, Marketing and Training, at (850) 575-0189 or wickerr@homesandland.com.

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Reaching Younger Buyers and Sellers

You know homebuyers and sellers 35 and younger grew up digital and turn to the Internet for real estate information. When it comes to communications, it’s not surprising they also trend digital. NAR notes in its "Generational Trends Report" that young buyers put importance on your communicating through emails and texts, while older buyers are more interested in phone calls.

But Millennials can surprise you. For one thing, they love print.

"Textbook makers, bookstore owners and college student surveys all say Millennials still strongly prefer print for pleasure and learning," the Washington Post reports in an article titled "Why digital natives prefer reading in print." Why do they? Print doesn’t beep, and it lets you relax and absorb what’s on the page.

The same factors play into our continuing attraction to print catalogs, which retailers such as JC Penney have found they can’t afford to give up, and to magazines. An amazing 91 percent of Americans read a magazine in the past six months. Younger Americans, 18 to 24, read more magazines than any other age group.

That’s where Homes & Land comes in. We’re a print magazine, a catalog of homes. We’re also a digital player with a website and easy-to-use online tools. We’re a multichannel, integrated marketing company that gets your listings to everywhere your customers are, no matter their age.

Get a closer look at the whole Homes & Land package


Getting the Web Right

"So, I just wanted to let you know. This week I have been going through all of my websites, ads, everything … lol. And what I have found very interesting is that, going through these 30-some-odd websites, when I searched for myself before logging in … I’m either nowhere to be found, my information is incorrect, or the profile just looks plain flat stupid. When I got onto HomesAndLand.com — everything is correct!!! When I searched for myself in 73034, bam, there I was. When I clicked on details, bam, there they were … good job!!!!"

DAVID DOBSON, Realtor/broker with ERA Courtyard
in Oklahoma City, Okla., and Homes & Land advertiser

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A Smart Strategy Pays Off

Heart

"Homes & Land magazine has been an integral part of my marketing. I can attribute a six-figure commission on a transaction that had a presence in the local Homes & Land Magazine of Southeast Coastal Georgia."

— AL BROWN OF AL BROWN COMPANY,
A LUXURY REALTY FIRM IN ST. SIMONS ISLAND, GA., www.albrowncompany.com

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