Does An Ad in the Newspaper Rent Houses?

By
Services for Real Estate Pros with HomePointe Property Management, CRMC

Over the years we have cut back quite a bit on our print advertising for rentals.  In fact, at HomePointe Property Management in the greater Sacramento Area we take out a full page ad in the Sacramento Bee on Saturdays only.

We are currently doing a market study to determine what the return is.  Our preliminary results show that people are reading our ads in the Sacramento Bee Real Estate Rental Section.

I will report the final results of our study in later this month. 

You can access the next blog here.

Posted by

Robert A. Machado, CPM, MPM

HomePointe Property Management

Sacramento, Yolo, El Dorado, and Placer Counties

We manage residential and commercial property.

916-429-1205 x 105

rmachado@HomePointe.com

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Anonymous
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That will be good information and I look forward to the follow up results.

February 07, 2010 12:05 AM #14
Rainmaker
1,107,142
Myrl Jeffcoat
GreatWest Realty - Sacramento, CA
Greater Sacramento Real Estate Agent

Robert - I'm going to continue watching this blog, to see what results you come up with.  I think many folks are still more newspaper ad oriented than we realize.

February 07, 2010 08:34 AM #15
Rainmaker
1,197,342
Elizabeth Weintraub Sacramento Real Estate Agent, Top 1% of Lyon Agents
Lyon Real Estate - Sacramento, CA
Put 40 years of experience to work for you

Am I seeing double double double? Did James Lyon really hit the submit button 14 times?

I suspect more tenants than home buyers are looking for homes in the newspaper. Especially since the entire real estate section of the Sacramento Bee seems to be devoted to rentals ever since all the major real estate companies stopped advertising. Plus, it's so easy to find homes to buy online and not so easy to find homes to rent.

February 07, 2010 02:12 PM #16
Rainmaker
251,689
Robert Machado
HomePointe Property Management, CRMC - Sacramento, CA
CPM MPM - Property Manager and Property Management - Sacramento Area

Elizabeth:  I thinks James burped!  I was going to delete them but it made me laugh.  We are noting that some tenants do not have computers!  But, it is just as easy to find rentals online as it is to find houses to buy.

February 07, 2010 03:55 PM #17
Rainer
143,349
Juliet Johnson
Vizzitopia - Ponte Vedra Beach, FL
Jacksonville Social Media Marketing

Yes, Elizabeth, you're right.  My favorite sites like Trulia, still doesn't take rental listings.  Restraint of trade, I call it!! LOL

We find most of our tenants from Craigs List and the rest come from the signs.  We don't bother to spend money on newspaper advertising at all.

February 07, 2010 08:13 PM #18
Rainmaker
374,766
Russell & Tracy Lee Parker
RE/MAX Dallas Suburbs - Wylie, TX
Experienced Broker & Property Managers Since 2006

Robert,

We get alot of tenants from Hotpads.com and craigslist. I agree with Myrl though, I think alot of people still look at newspapers.

February 09, 2010 11:18 AM #19
Rainmaker
175,895
DEBORAH STONE
Hogue and Belong Bankers Hill- San Diego, CA - San Diego, CA

Robert-

Tenants come from Hot Pads on occasion and Craigslist 99% of the time in metro San Diego. In my experience, print ads usually draw in an older demographic.

February 09, 2010 11:29 AM #20
Rainmaker
409,541
Michelle Francis
Tim Francis Realty LLC - Atlanta, GA
Realtor, Buckhead Atlanta Homes for Sale & Lease

Robert, 

We get about half from our FMLS info (co-oping agents) and the other half from a variety of sources, such as sign (KISS), and internet.  

What's awesome is we are now getting requests from tenants who found us from our AR listing and neighborhood posts!

We don't do any print advertising, as a huge majority of our executive lease tenants use the internet. 

All the best, Michelle

February 09, 2010 02:11 PM #21
Rainmaker
310,166
Leslie Prest
Leslie Prest, Prest Realty, Sales and Rentals in Payson, AZ - Payson, AZ
Owner, Assoc. Broker, Prest Realty, Payson,

We've cut back on the newspaper. I would love to cut it OUT, as they charge high rates, but in our area, I'm not sure its wise.

February 10, 2010 11:29 AM #22
Rainmaker
310,118
Michael Delaware
Troxel Realty Co. LLC - Battle Creek, MI
REALTOR®, CRS

I find a get a lot my calls from an ad in the newspaper.  I rent single family homes.  2 I own, and 2 I manage for a friend.  Recently I have found I get a better quality tenant by just putting a sign in the yard with my phone number on it and a red arrow that reads 'For Rent'. 

February 10, 2010 12:45 PM #23
Rainer
9,518
Nathan Reeder
Reeder Companies LLC - Hammond, IN

We manage over 100 units in the Chicagoland market (Northwest Indiana) and another 175 in the South Bend, IN market.  Near Chicago we can advertise strictly on CL via Postlets.com.  Postlets creates a very nice ad that automatically post to Hotpads, Yahoo, Google Base, and Facebook.  We also advertise on Realrentals.com. Realrentals has recently changed their format and we are thinking about leaving them.  We received leads from online only advertising throughout the holiday season.  I have put ads in the paper one week since Nov 1, 2009.  We have leased 14 units since Nov 1.  We only advertise print when we need an extra push.  The beginning of the month is a good time for us. 

The South Bend properties do advertise in the newspaper and forrent magazine.  They get some leads off the internet, but traditional works best in that market. 

February 10, 2010 05:46 PM #24
Rainer
227,568
Diane Rice
Diane Rice, Rice Prprty Mgmnt & Rlty, LLC, South Holland, IL - South Holland, IL
SFR, SRES, CNC

Newspaper ads will draw many callers.... but most of them that call only do NOT pan out because they have an image projected in their minds and lack the details shown from our online presences.  We have found it to be a waste of money on the whole.

Thanks for asking the question Robert, and all of us here in Property Management look forward to hearing about the results of your study.

February 12, 2010 08:14 AM #25
Rainmaker
251,689
Robert Machado
HomePointe Property Management, CRMC - Sacramento, CA
CPM MPM - Property Manager and Property Management - Sacramento Area

We should have something to share by the end of February.

February 12, 2010 01:59 PM #26
Rainer
11,568
Dave Kinkade
Home Locators Property Management Tampa Florida - Tampa, FL

We were spending roughly $3,000 every month on newspaper advertising here in Tampa.  After a great deal of debate, we cut the cord on newspaper advertisement and haven't noticed any reduction in our business.  The three primary things we do to get new tenants:

1. We decided to invest in our website and automated as much of our listings as possible.

2. Disciplined and regular posting of our properties on craigslist (Just like trying to 'time' the stock market, if you don't do it at regular pre-determined intervals you will not enjoy consistent results.)

3. NETWORKING!  Of the 70+ leases we do each month, roughly 30% of our applicants are referred by friends or other real estate agents.  Because we don't compete with sales agents, many of them will refer renters to us directly. 

 

Personally, I don't think people these days care about words.  They demand content.  They want lots of photos and video so they can shop from home.  If you don't change with the demands of today's customers, you are in danger of losing your market relevance. 

February 16, 2010 12:50 PM #27
Rainmaker
251,689
Robert Machado
HomePointe Property Management, CRMC - Sacramento, CA
CPM MPM - Property Manager and Property Management - Sacramento Area

Dave,  I agree, you have to keep up.  This includes checking and rechecking all avenues that might achieve results.

February 16, 2010 07:38 PM #28
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Robert Machado

CPM MPM - Property Manager and Property Management - Sacramento Area
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