Major study proves power of print

Marketing campaigns that use print deliver faster and pricier results than online-only campaigns, a review of 850,000 sales has found.

CoreLogic RP Data reached this conclusion after a two-year analysis that looked at where each property was advertised, its time on the market, the offer price and the value of the final deal.

Sydney properties that were advertised in both print and online channels sold for 5.1 per cent more than online-only properties, according to CoreLogic RP Data.

They also had a 13.9 per cent increase in success rate and spent 50.0 per cent less time on market.

Melbourne properties that used print increased their sale price by 3.1 per cent and their success rate by 33.3 per cent, while time on market fell by 6.7 per cent.

Print gave Brisbane real estate a gain of 5.8 per cent in the sale price and 12.5 per cent in the success rate as well as a reduction of 16.7 per cent in time on market.

Perth enjoyed a print boost of 8.7 per cent in the sale price and 4.0 per cent in the success rate, although time on market actually climbed by 8.0 per cent.

Adelaide homes that were advertised in print gained 5.7 per cent in the sale price and 7.6 per cent in the success rate, while time on market fell 13.0 per cent.

According to a recent poll on Real Estate Business, 58.6 per cent of respondents thought that print has always worked well and always will.

Another 12.4 per cent said print is still working well but will inevitably decline, while 29.0 per cent said print is already in clear decline.

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