In real estate we have already seen the value of newspapers virtually disappear in terms their power to attract buyers. The following chart is one that I recommend every agent have on hand during a listing appointment. It clearly shows where buyers are finding the homes they buy, and it’s not the newspaper.
So agents, if you haven’t already, please consider stop spending your money on the wrong marketing vehicle. If you don’t believe me, your broker, NAR stats, and maybe Seth Godin’s input will help influence you.
“Prediction: there will be no significant newspapers printed on newsprint in the US by 2012. So, you’ve got two and a half years before the newspaper industry is going to be doing something else with the news and the ads, or not be there at all. Does that change what you do today if you work in this business?
Insight! The newspaper industry is in trouble, but news is not going to go away, just the paper part. Those who are working hard to preserve the paper part are asking the wrong questions and are doomed to fail.
Prediction: 90% of your sales will come from word of mouth or digital promotion by 2011. How do you change what you’re doing today to be ready for that?”
An excerpt from Seth Godin's blog.