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A Brisbane-based agent has highlighted a shift back to traditional methods of advertising.
Michael Nolan of Ray White Sherwood – who recently sold a four-bedroom Tarragindi house for above the vendors’ reserve – says an increasing number of buyers are turning to print advertising to find their home.
“I think there are a lot of people looking at [print] now, looking at another avenue compared to just online,” Mr Nolan told REB.
“Some people have been looking for so long and I think they resort back to that because [online platforms] are very pinpointed right now... you can search down to the bedrooms, bathrooms, all that sort of thing.
“The paper just leaves it very open.”
In response to this trend, Mr Nolan and his team included half-page advertisements in The Courier Mail and found that of the ten people who attended each open home, at least three to four showed after seeing the ad in the paper.
Mr Nolan said that because newspaper advertisements are less pinpointed than online platforms, buyers are more likely to notice suitable houses outside of their target area.
“Say, they’re looking in Paddington or something and they’re reading the paper and then they stumble across this half page... we’re noticing the paper is bringing interest across from other suburbs,” he said.
In the last few months, Mr Nolan has noticed that advertising on online platforms is not generating as many inquiries as it has in the past.
“They’re definitely going back to the old school of ‘have a look in the paper’,” he noted.
Mr Nolan is not the only agent who has been leveraging this trend.
In February, Cocks Auld Real Estate director David Cocks said his agency placed ads in the local newspaper and letterboxes as part of its marketing campaign to sell a land holding in Kingswood for $1.38 million.
“We did a three-week campaign in The Advertiser. Because the land was so big, we needed to do a decent sized ad, so we used three module ads,” Mr Cocks told REB.
The campaign drew some 60 potential buyers to the auction, eight registered bidders and brought in a 10 per cent premium on Mr Cocks’ price guide of $1.25 million.
[Related: Agents doing more print marketing than last year: poll]
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