"Reading Is Fundamental" and always will be, but many younger people (including young homebuyers), want the short story, not the long one. They want information more MTV than Encyclopedia Britannica. When working with the Sound Bite Generation, print ads don't work.  That's even true with real estate ads.  The Los Angeles Times recently discontinued its real estate section because it was expendable.  Looking at print ads is not the main way people prepare to buy real estate.  Surveys by the National Association of Realtors indicate nearly 90% of potential buyers use the Internet!

Old habits are hard to break and I bet many of you have a habit of renewing your ad budget from year to year. Well, things have changed and eyeballs aren't where they used to be - namely print. Many agents and brokers are now spending money where other smart business people are spending theirs: online. Specifically, electronic billboards, banner ads, e-mail marketing, and even spots on YouTube. And now pay-per-click campaigns are proving to be a cost-effective option for those without larger ad budgets - you only pay when a user clicks on your ad.

Yes, it's a whole new ball game out there and to survive, you need to recruit the new players - younger buyers - in ways they will respond!

Commitment:  I will set my mind to learning the rules of this new group of buyers.

Bob Corcoran

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