Luxury Real Estate

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   Aaron Rose 1 day later:
   Brian, I agree on many levels especially in the high-end marketplace where consumers are still seeking print advertising. (Often times it is the seller pushing the agent to use print advertising) We encourage all of our clients that use print advertising to show their website to the presentation we create for them, thus using print to drive traffic to their tour personal website. Obviously the web will give the end user even more interactivity. Please see our web presentation: http://www.floorplaninc.com/1890 Cheers, Aaron
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   Santa Barbara Real Estate Voice 3 days later:
   Brian, Good article and I also do agree that print is still king for a certain demographic...and often is is the wealthier clientele from what I have seen. More and more people are Internet Savy, but I think print is still here for several years to come...it is only going to change. In the luxury market here in Montecito and Santa Barbara CA, I would guess that half the market still uses print almost exclusively to obtain their information. Blog: www.SantaBarbaraRealEstateVoice.com Kevin Schmidtchen
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   Nick Antonicello 3 days later:
   The savvy agent who understands the demographics of luxury real estate knows the best marketing plan is a mix of mediums! Make no mistake that a huge migration to the Internet has taken place, but luxury consumers are avid readers and multiple subscribers of print publications and magazines as well! At this price point, a campaign that merchandises and brands you in print to take action online as well makes sense. We have found out that roughly 50% of all luxury consumers depend upon magazines both consumer and private label for information on luxury homes. The question is not whether or not to use print, the question is how does one merge and co-brand in various mediums to retain their share of listings, sales and referrals in a correcting market condition.
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   Janice Ridge 3 days later:
   Brian and Aaron, you are both right on the money! I could go on about the argument for print vs. the web for marketing sake, but here's the thing....there is never going to be anything like seeing something in PRINT. Think about it: If people stopped printing, Canon, Kodak, Xerox, Doubleday, J. Wiley & Sons, Random House, Harper Collings, etc., not to mention Stephen King, John Grisham, J.K.Rowling, Nora Roberts, and all the other New York Times Best selling authors, and all the other print-related companies and services would ALL go out of business. There is nothing like the look of a heavy piece of Mohawk Color Copy Gloss 96 paper with a beautiful photo, or the feel of turning a page of weighted coated paper in a hardbound book, or the luxurious feel of a high-quality, glossy magazine. At some point, print just FEELS better than the web! That tactile and tangible feel of print is why print will NEVER go out of style.
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   Bernhard Eugster 5 days later:
   Good article Brian. I do agree, Print advertising drives Web traffic - but it's not enough, just to put a general information in a magazin, newspaper or whatever, like: "Luxury Homes for Sale in..., please visit our website http://...". To put specific content in print mediums drives you to more Web traffic. Mix the mediums - for each demographic NEW!

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