Another agent asked me awhile back what you do for advertising if you're not going to do print ads. It was a good question and I believe I ruminated on that previously in this space.

But a new option has presented itself recently. And I'd like to ask for your input on this one.

My broker has worked hard to negotiate some amazing rates for TV commercials through a local cable provider. The rates are low enough that they do truly make it affordable.

The question is, how effective is it? Do you still watch TV commercials? I know at our house, ever since TIVO came in the door, TV commercials are out! (Although we still stop it for the Apple Mac ads!) I suspect we're not the only ones who have changed their TV viewing habits.

And, let's face it, affordable means we're definitely not airing these in prime time.

My understanding of any form of advertising is that only with repetition can you truly expect an ad to have any impact. While these are affordable, how many would you have to run in order for it to really register in people's minds?

The big upside I see here is walking into a listing appointment and telling a seller that I can put their home on TV. Sellers like big, splashy marketing ideas, often regardless of effectiveness. (Let's face it, there's a fair amount of desperation out there right now!)

I'm still trying to determine whether to take advantage of this opportunity. But, meanwhile, I'd appreciate your input. What do you think? I'd welcome your input!

I've spent more time than usual with other agents this week. And one subject jumped out at me again. It started with a comment from an agent who said she'd advertised in Homes & Land magazine faithfully for 7 years and has just gotten her first call as a result. I almost shouldn't have to comment on that it's so obvious. But I just can't resist.

Why, in heaven's name, if you're running a business, would you continue to do something for seven years that cost you enormous amounts of money and produced absolutely no result?!

I swear I'm going to start a 12 step program for agents recovering from an addiction to print advertising!

The answer I hear most often when I ask why someone does this is that it's what their clients want. That's an absurd answer! Our clients are hiring us for our expertise. It is up to us to know what works and what doesn't and to educate them. Why would any sensible seller want you to spend your marketing dollars on something that doesn't work, rather than something that does?

And, marketing dollars are not unlimited. If we choose to run an ad in a publication such as Homes & Land, we are making the choice not to do something else. And that something else almost certainly has a better chance of success than something that hasn't produced results for seven years!

Our local real estate board is working to get us a discount on a print advertising publication produced by the board in Charlottesville. I'm on the board and I made no objection because there's no cost to us. And it's an added service that clearly some agents will want. It's the right thing for the board to do for its members. But I have to wonder why we need another place to spend money on print advertising! It sure sounds like a gambling addiction to me! The next race (print ad) will be the one that makes me rich!

Please, just say no!