Successful advertising of property for sale requires a mix of media

There is no disputing the fact that the web has become the most trusted, the most effective and the most popular source of real estate research. The most recent NZ survey by Nielsen Online showed that as measured by the average time spent researching real estate in a week – specialist real estate websites were by far-and-away the most popular with 167 minutes per week (that’s close to 3 hours per week!). By comparison traditional print media was around 65 minutes (just over an hour).

However whilst the web undoubtedly delivers answers, real estate search and consequentially real estate advertising needs to trigger the head as well as the heart, for often it is an emotional decision. That is why in the same research respondents indicated that they used on average just over 4 types of media when looking at buying property. The list of media was extensive and covered specialist property magazines, community papers, real estate office windows, for sale sign boards and newspapers.

Given this clear view of the value of a mix of advertising material it would be alarming if a local authority policy passed in Brighton, England banning “For sale” boards in the city were adopted elsewhere. The ban there is up for appeal as the view of the local Estate Agents Association feel that the existing ban in the historical part of the city was extended as a function of somewhat misleading consultation.

What I found most interesting (and I appreciate the highlighting of this by Brightsale Real Estate company in the UK) who equally were somewhat surprising by the blog post made by a London real estate company who seemed to have surprised many in the industry by coming out vehemently in saying

“The world has moved on and there’s no excuse now for unsightly advertising boards with the internet as a major resource for buyers and tenants. In our view a blanket ban creates a level playing field amongst estate agents – and we fully support a total ban on agents’ boards in London.

Although considered a necessary “marketing tool” by estate agents in London, they are unsightly and detrimental to the environment”

Now I can agree with the view that “the internet is the major resource for buyers and tenants”, but to believe that it alone can provide the necessary breadth of marketing required for a property I think is a little hard to swallow. However on reflection I think their view may be reflective of the situation in the UK where the real estate sign is nothing more than an advert for the real estate company and with high density housing does end up creating visual pollution especially in the cities.

I think fortunately in NZ we have a better approach to For Sale Boards which are seen here more as an extension of the marketing of the specific property as they in the majority of cases provide photos & specifications of the property.