INHERENT QUALITIES OF DIFFERENT MEDIA

By NPMGAdmin

I got thinking recently, of all the currently available ways for real estate agents, builders and brokers to reach out to brand themselves, find buyers and get listings. As I was playing out in my mind which ones were best, it occurred to me that each media had their own inherent qualities. Here's a chart where I've summarized those qualities:

MEDIA: ONLINE/INTERNET

STRENGTHS:

-Easy to post and distribute listings
-Free or nearly free

WEAKNESSES:

 -A commodity
-Not a strong differentiator
-Passive medium

LOCAL PRINTED HOUSING MAGAZINES:

STRENGTHS:

-Tangible/concrete
-Disrupts/interrupts in a good way
-Extended shelf life
-Home sellers like it
-Self identified audience creates quality leads

WEAKNESSES:

-Higher up front placement costs
-Not as easy to change ad
-Can be harder to track direct repsonse

LOCAL DAILY NEWSPAPER:

STRENGTHS:

-Large circulation
-Tangible/concrete
-Home sellers like it

WEAKNESSES:

-Expensive
-Short shelf life
-General audience/not targeted

TV/RADIO/CABLE:

STRENGTHS:

-Good for broad brand building

WEAKNESSES:

-Expensive
-Little residual value/shelf life

SOCIAL MEDIA:

STRENGTHS:

-Can be engaging/great for niche audience
-Low up front cost
-Easy to share/redistribute content on the web

WEAKNESSES:

-requires your time to really leverage it with
daily or weekly updates

DIRECT MAIL:

STRENGTHS:

-Specific audience
-Best for short messages
-Can be electronic or print based

WEAKNESSES:

-Can be expensive
-Requires your discipline in creating and man- aging audience distribution lists.

 

SUMMARY:

Understanding the inherent or natural characteristics of each media can be interesting. But it goes from becoming merely interesting to  highly useful, when you take into consideration your specific marketing objectives. Making the most of your media investment has never been more critical as in these leaner times. We'll spend more time on marketing objectives in a future blog.

Tell me what you think? Do you see inherent qualities that I've overlooked? I'd love your feedback. Thank you.

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