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Why print advertising still works | REM

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In a recent comment on REMonline, David Zalepa wrote, “All the successful Realtors that get the lion’s share of listings in their communities and make the most money still use full-page ads in the local newspapers and publications.”




According to a survey by MarketingSherpa, 82 per cent of respondents trusted print ads in newspapers and magazines as one of the main advertising channels used when making a purchase decision. Forbes Magazine recently released a series that offers reasons why, in a world of digital phone and tablet use, print advertising is still sexy:

  • Print can provide a way of introducing and solidifying a new brand’s reputation
  • Good social media posts can also work well as innovative print ads
  • Focus on just three aspects – audience, your offer and overall design
  • Print ads can be made interactive through phone apps and QR code use
  • Keep your copy short for the maximum effect
  • Leave them wanting more – use print as a way to direct customers to other media and advertising by building a story they will want to follow to its end
  • Don’t forget the call to action – it works so well for online ads and it can work for print just as effectively
  • Eighty per cent of print ads are acted on by potential customers, whereas the online ads can only boast a 45 per cent success rate. It is also known as a better medium for targeting your audience the most effectively.

For print advertisers like Avi Rosen, the combination of methods works best in advertising and marketing his business. His company, Together We Are Stronger offers legal advice to the public and to real estate professionals.

He likes the tangibility of print advertising. “I think, you know, TV came along but newspapers survived that. Digital advertising came along, and newspapers also survive that. (Print advertising) provides an additional way of communicating with people. You can touch it, hold on to it. Just as people still read newspapers, people read print ads.”

Rosen, a paralegal and Realtor, sales that for his business of giving legal advice to brokers, print advertising in a variety of publications does the job. He says, “It gets my name out in front of people. Repetition is important in marketing. It can be helpful to have digital and print advertising.”

Another method he has used is through writing his own articles. He has written guest columns for real estate publications as well as his own website information for clients and prospective clients.

The Forbes Communications Council asked 10 advertising experts for their opinions on the future of print. Overwhelmingly, they stated that print will continue to be an excellent complement to digital advertising.

Dave Matli of Parasail Health says, “Direct mail is the most effective way to reach senior citizens who will read long-copy mailers.” That means clients who may be looking to sell or purchase smaller locations for retirement will be waiting to hear from you.

Many consumers feel that print advertising in magazines carries more weight. Even if your online ad is interactive and technologically superior, being able to hold the ad in the magazine and see it in person weighs into a consumer’s considerations about the brand and its quality.

Your augmented reality campaigns can get their kick-off through print advertising. Says Patrick Niersbach of InContext Solutions, “Advances in technology like AR and image recognition will enable print ads to be the first step in a seamless omnichannel brand experience.”

Adds Almitra Karnik at CleverTap:  “Gone are the days when leftover budget from digital channels was used for print. For maximum impact on a product launch or announcement, build an integrated marketing campaign that brings the best of both worlds together.”

While seeing the benefits of print advertising may be a matter of honing your metrics analysis, those in the field who work with multiple (or “omnichannel”) advertising on a day-to-day basis indicate that although there are more digital media choices, this makes print stand out in a whole new way.

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Real Estate

Montreal real-estate prices climbing much faster than Toronto or Vancouver: study

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MONTREAL — The cost of housing per square foot has skyrocketed in Montreal while other cities saw little change over the last year, according to a new national survey.

The study found that condominium prices in downtown Montreal are up 13.5 per cent from last year to, on average, $805 per square foot.

That’s not as high as other cities, but it’s catching up — and Montreal’s rate of growth is outpacing other major Canadian cities.

Toronto’s condo prices grew to $1083 per square foot, an increase of just under 10 per cent, according to the study. In Vancouver, where you can find some of Canada’s most expensive condo prices, rates are down 4 per cent to $1192 per square foot.

To make the comparisons, Canadian real estate giant Century 21 collected data from real estate boards across the country to calculate the home costs per square foot.

“It’s important to compare apple to apples,” said Todd Shyiak, the company’s vice president of operations.

Montreal’s rise was even more explosive for detached homes and townhouses.

Detached houses in Montreal’s downtown and southwest rose to $958 per square foot, 40 per cent up from last year.

“It’s wild,” said Century 21 broker Angela Langtry. She says the pandemic raised demand.

“People had a lot of time to figure out they don’t like the home they’re in,” she said. “They all want pools.”

There was a big spike in sales, she noted, following a pause in brokerage during the spring, at the peak of the pandemic.

Experts say the pandemic will push people into the suburbs as they search for affordable housing and home office space.

“A huge portion of our society’s housing needs changed overnight,” said Shyiak. People “no longer need to be 10 minutes from the office.”

He says that could mean less demand for condos in the future. “People want their own front door,” he said.

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Real Estate

Carttera buys prime downtown Montreal development site

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Carttera has acquired a prime downtown Montreal site at 1455 De La Montagne St. which will mark its third development on the thoroughfare.

“We think it’s probably one of the best, if not the best, locations in the whole city,” Carttera founding partner Jim Tadeson told RENX. “We’ve had great success on De La Montagne.”

The two earlier projects are: L’Avenue, a building with 393 residential units, 84,000 square feet of office space and 34,000 square feet of retail that was developed with Broccolini and occupied in 2017; and Arbora Residences, a two-phase development with 434 rental and condominium units in three buildings being built in partnership with Oxford Properties.

Thursday’s latest acquisition, for $48.5 million from 630745 Ontario, is a 31,750-square-foot surface parking lot with flexible mixed-use zoning on the corner of De La Montagne and De Maisonneuve Boulevard West.

The site is near the Vogue Hotel Montreal Downtown, the new Four Seasons Hotel Montreal and high-end retail.

“It’s zoned for up to 203,000 square feet of density, which we’re going to take advantage of,” said Tadeson. “Our vision for the site is a condominium project with some retail.”

Since there is no demolition required and no heritage issues to contend with, Toronto-based Carttera plans to move ahead quickly with the luxury project.

It’s in the concept design phase and Tadeson said it could take six months or more before it’s prepared to make a submission to the city.

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Real Estate

Montreal Has the Hottest Real Estate Market in Canada Right Now

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If you thought Toronto’s real estate market was on fire, it’s time for a second take, because the market in Montreal is the hottest in all of Canada right now.

A newly-released annual report from CENTURY 21 Canada reveals that, following an early-spring decline due to the COVID-19 pandemic, sales numbers are bouncing back and house prices across the country are maintaining their strength. The study compared the price per square foot of properties sold between January 1 and June 30 of this year, compared to the same period last year.

In Toronto and Vancouver, unsurprisingly, prices remain high. But while regions across the country are seeing varied stories when it comes to their housing market fluctuations, Montreal stands out — there, prices have increased dramatically since 2019. While the numbers remain lower than Toronto and Vancouver, that housing market is proving to be the country’s strongest right now.

In Quebec’s largest city, prices have increased significantly since last year, particularly in the downtown detached house and townhouse markets. For example, the price of a detached house in Montreal’s downtown and southwest rose 42.14% to $958 per square foot, while townhouses went up 44% to $768, and condos, 13.55% to $805. Comparatively, in Toronto and Vancouver, prices saw more modest increases or, in some cases, even declines.

“Even though real estate in Quebec was not considered an essential service, we have seen strong demand and a jump in prices in 2020,” said Mohamad Al-Hajj, owner of CENTURY 21 Immo-Plus in Montreal.

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