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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

7 Tips For First-Time Home Buyers In Calgary

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Buying a house for the first time can be overwhelming to say the least. If you’re wondering what neighbourhood to go with, what you can afford, or even how to just get started on the process, let us take some stress off your hands! We’ve teamed up with Hopewell Residential to give you 7 tips to ensure the home you end up with is everything you dreamed of.

Hopewell Residential is a five-time Developer of the Year award winner, so their expertise is second-to-none in Calgary and beyond. Who better to learn home-buying tips from than the homebuilders themselves?

Create a checklist of needs & wants

This is a biggie. When you’re buying your very first home, you’ll want to weigh your needs vs. your wants. Ensuring you have what you love in your first home is a big, big deal.

What should you do? Easy. Set up a list of needs and a list of wants, but be pretty strict with yourself, and make sure you take your lifestyle into consideration. With the increase in remote work over the past year, it’s important to keep in mind that a home office or flex room might just be the key to maximizing at home happiness. Especially if you’re thinking you might be expanding your family later on, spare rooms and extra space is key (but more on that later!).

Or for instance, you might need a home in an area with a high walkability score, but you want to be close to certain amenities. Set yourself up with the right level of compromise and the number of homes that actually fit your ‘perfect’ idea will skyrocket.

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‘Don’t give up’: Ottawa Valley realtors share statistics, tips for homebuyers in ‘extreme’ sellers market

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The real estate market in the Ottawa Valley can be summed up this way: people from far and wide are in a buying frenzy, but there’s hardly anything to buy at the “store,” and the limited inventory is overpriced.

This “stampede” — as one realtor described it — will affect rural towns as residents grapple with finding affordable housing and agonize over their inability to purchase homes in their price range.

“We are seeing a lack of inventory in all price ranges,” said Laura Keller, a real estate agent from Carleton Place.

Helen Vincent, a Renfrew realtor, said she’s never seen a market like this in her 36 years of practice. “We postpone offers for four to five days in order to get all the buyers,” she said.

Multiple offers — between seven and 10 — became the norm, with cash offers and no conditions, as buyers faced bidding wars. “In Ottawa, they have up to 50 (offers),” she added.

“It’s very stressful. You’re going to get nine (people) ticked off, and one happy. So many people are disappointed,” Vincent said.

Terry Stavenow, an Arnprior realtor for 40 years, said that “the pent-up need took over with inventory going low. It made a stampede on everything that was available.“

“Brand new housing — it’s very much gone. Several building developers are rushing to get inventory. They usually don’t do construction in the winter months,” said Stavenow.

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10 Tips For First-Time Home Buyers

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Buying a home for the first time is exciting and a commitment to the future. It’s often challenging, too, and the process requires a lot of steps, many of which can be tricky to navigate as a first-time home buyer.

What are some things you should keep in mind as a first-time home buyer?

First-Time Home Buyer Tips

Here are 10 tips to keep in mind as you begin your journey toward homeownership.

1. Have Your Finances in Order

It’s wise to begin saving as early as possible once you’ve made the decision to purchase a house. You’ll need to consider the down payment, closing costs (which often range from 2% to 5% of the down payment), as well as move-in expenses.

You also need to understand the other costs of homeownership, such as mortgage insurance. property taxes, utilities, homeowner’s insurance, and more.

2. How Much Can You Afford?

Knowing how much you can realistically afford in a home is another important financial consideration. Look for the home of your dreams that fits your budget.

One way to avoid future financial stress is to set a price range for your home that fits your budget, and then staying within that range. Going through the preapproval process will help you understand what price range is realistic for your budget.

3. Make Sure Your Credit is Good

Another thing to keep in mind as a first-time home buyer is your credit score because it determines whether you qualify for a mortgage and affects the interest rate that lenders offer. 

You can check your credit score from the three credit bureaus – Experian, Equifax, and TransUnion.

This is another good reason for getting preapproved before you start your search. Learn more about the preapproval process and your credit score.

4. Choose The Right Real Estate Agent

A good real estate agent guides you through the process every step of the way. He or she will help you find a home that fits your needs, help you through the financial processes, and help ease any first-time buyer anxiety you may have.

Interview several agents and request references.

5. Research Mortgage Options

A variety of mortgages are available, including conventional mortgages – which are guaranteed by the government – FHA loans, USDA loans, and VA loans (for veterans).

You’ll also have options regarding the mortgage term. A 30-year fixed-rate mortgage is popular among many homebuyers and has an interest rate that doesn’t change over the course of the loan. A 15-year loan usually has a lower interest rate but monthly payments are larger.

6. Talk to Multiple Lenders

It’s worth your time to talk to several lenders and banks before you accept a mortgage offer. The more you shop around, the better deal you’re liable to get – and it may save you thousands of dollars.

7. Get Preapproved First

Getting a mortgage preapproval (in the form of a letter) before you begin hunting for homes is something else to put on your checklist. A lender’s preapproval letter states exactly how much loan money you can get.

Learn more about the preapproval process and how preapproval provides you with a significant competitive advantage in our article How Preapproval Gives You Home Buying Power.

8. Pick the Right House and Neighborhood

Make sure to weigh the pros and cons of the different types of homes based on your budget, lifestyle, etc. Would a condominium or townhome fit your needs better than a house? What type of neighborhood appeals to you?

9. List Your Needs and Must-Haves

The home you purchase should have as many of the features you prefer as possible. List your needs in order of priority; some things may be non-negotiable to you personally.

10. Hire an Inspector

Hiring an inspector is another crucial step in the home buying process. An inspector will tell you about existing or potential problems with the home, and also what’s in good order. You can learn more about home inspections and how to find a home inspector through the American Society of Home Inspectors website.

Buying a home for the first time is a challenge, but it’s one you can handle with the right planning and preparation.

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