Professional Documents
Culture Documents
HOW DO YOU REACH AN AUDIENCE OF 1.13 MILLION WITH A PURCHASING POWER OF OVER $6.6 BILLION?
The Reader RealtoRs. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. . 2 Products & services 3 Demographic Profile 4 Recommendations 5 Real estate Is a Career 6 Readership 7 The Magazine Circulation editorial Products Advertising advertising opportunities Broker advertising Web advertising e-Newsletter advertising show Daily event sponsorships Value-added Marketing
7 8
10 11 12 13 14 15 16
REALTORS
Membership: 1.13 million Purchasing Power: $6.6 billion Independent Contractors: 82% Income: 1.5 times the national average education: 90% attended college
Our Mission
Our
REALTOR Magazine is REALTORS single source of information on how to achieve business success. The magazine and Web site advance real estate industry best practices, bring expert insights to significant industry trends, and provide REALTORS with timely decision-making tools on business purchases and strategies.
T H E
B U S I N E S S
T O O L
F O R
R E A L
E S T A T E
P R O F E S S I O N A L S
S u n d a y
1 1 / 0 9 / 0 8
Show Daily
REALTORS looking for a model of how to succeed in tough times got an object lesson and an inspirational lift Saturday from someone who knows about surviving adversity: Lance Armstrong. The cycling phenom and cancer survivor addressed a crowd of more than 7,500 REALTORS and guests at the Orange County Convention Center in Orlando as the keynote speaker at the REALTORS Conference General Session. My challenge to you isdespite how tough things areyou have to find your passion, said Armstrong, who says his life today is all about raising awareness about cancer survival.
CRB DAY
TODAYS BEST IDEA
Set mutually agreeable expectations, rather than guessing the price they want to hear. Hear More: Adorna Carroll, ABR, SRES Seller Counseling Session 9:00AM 10:30AM W224E. Level 2
BE THERE!
Courage in a Crisis Inspirational Breakfast with Lee Woodward Ticketed Event Time. 6:45AM 9:00AM Peabody Orlando Location. Plaza Intl Ballroom Tap Your Mental Energy Instinct-Driven Success Time. 9:00AM - 10:30AM Location. W224G, Level 2 Cant Fail Closing Scripts Making the Shift from Good to Great Time. 11:00AM 12:30PM Location. W330D. Level 3 No More Awkward Intros Discover Your Memory Power Time. 11:00AM 12:30PM Location. Valencia Room, W415B, Level 4 Price Right: Price Often Quick Updates for a Quicker Sale Time. 1:00PM 2:00PM Location. Valencia Room, W415D, Level 4 Tips on Weathering the Slowdown The Perfect Storm for Commercial Investment Real Estate Time. 1:00PM 2:30PM Location. W230C. Level 2 Get Ready for Your Close Up Look Clients, Im on TV! Time. 3:00PM 4:30PM Location. W224G. Level 2 Kool & the Gang Concert; Rides Galore REALTORS Night Out Time. 7:00PM 11:00PM Location. Universal Studies Shuttle Bus outside Hall D
Cancer changed my perspective on my life, my sport, and my family, said Lance Armstrong, keynote speaker at the REALTORS Conference General Session. He intends to come out of retirement and compete again in next summers Tour de France. I think I can do it, though Im not totally sure.
From left: Lei Barry, Scott and Robin Gwaltney, Sheila Stevens, Caroline McCartney, and Reita Hutson together represent more than 8,000 hours of community service in the last year. Scott and Robin Gwaltney, Coldwell Banker at Your Service Realty, Ltd., Rochester, Minn., Every year for 16 years, the Gwaltneys have been unpaid resident house parents for up to six academically talented, but underprivileged, teenage boys. As volunteers for Rochester Better Chance, the Gwaltneys have provided a haven for 46 inner-city youths from atrisk neighborhoods and mentored them through high school. See Good Neighbor, page 26 >
Correction: The promotion for Kerri Walsh and Missy May-Treanor that appears on p. 12 should have appeared on Saturday. The duo will not appear Sunday.
REALTOR MAGAZINE
Circulation: 1.13 million Readership: 1.98 million (1.75 pass-along rate) CPM: $47.29 audit: BPA Worldwide syndicated Research: MRI Market Solutions, Harvey Research
The Reader
Q A
REALTORS
Americas Largest Market of Small Business Owners
Heres your big opportunity to directly access more than a million small business owners. The 1.13 million members of the National Association of REALTORS represent the countrys largest organization of independent entrepreneurs, and they are a profitable market for your products and services. Nearly all real estate salespeople are independent contractors running a business. Because REALTORS are their own bosses, they make their own buying decisions and spend generously on products and services to ensure their success. Todays REALTORS have more education and work longer hours to build and manage their businesses. With an average of 10 years experience under their belts, these enterprising entrepreneurs earn more, so they are able to spend more on your products and services.
Sources: National association of RealtoRs 2009 Member Profile; 2009 RealtoR Magazine Reader Profile study, MRI Market solutions
Yes.
Sources: National association of RealtoRs 2009 Member Profile; NaR membership database, June 2009
$80.3
$86.2 $76.4
$80.5
$74.7 $47.7
$34.7
$37.3
$40.0
$43.1
$58.8
$60.6
$32.5
2005
$34.2
2007
Sources: 2001, 2003, 2005, 2007, 2009 RealtoR Magazine Reader Profile studies, MRI Market solutions
The Reader
Products and Services
1.13 Million Business Owners with $6.6 Billion in Purchasing Power
When opportunity knocks REALTORS want to be first to open the door, and they want products and services that give them a competitive edge. Individually these independent contractors spend $5,810 on average each year on business purchases. Collectively, REALTORS have purchasing power totaling $6.6 billion, making them a powerful market youll want to pursue. Buyers and sellers expect their agent to be responsive. Thats why REALTORS buy products and services that enable them to conduct business around the clock and anywhere they go. They buy new technology such as smartphones and have wireless access to the Web, e-mail, and more. They buy digital cameras, scanners, and Web services to help them maintain a presence online. They buy laptops, computer peripherals, and software to stay productive in their home offices. Get their attention with your advertising in REALTOR Magazine, your direct connection to 1.13 million decision-makers.
Sources: National association of RealtoRs 2009 Member Profile; 2009 RealtoR Magazine Reader Profile study, MRI Market solutions
The Reader
Q A
REALTORS Own Digital cameras specialized software ** laptop computers Copy machines Camcorders REALTORS Use shipping services Credit cards Closing gifts third-party Web site services Financial advisers REALTORS Plan to Purchase* Color printers Cellular/mobile phones Personal computers Vehicles GPs navigation systems
% of REALTORS 96 5% 95 2% 84 2% 78 7% 53 8%
89.4%
95 8% 91 2% 82 4% 74 1% 35 5%
Advertising
401,517
77 4%** 43 3% 34 5% 24 8% 17 4%
*Plan to purchase in the next 12 months **Base 98 8% of RealtoRs own a computer Base 679% of RealtoRs have a Web site Base 14 8% of RealtoRs plan to purchase a printer Base 99 5% of RealtoRs own/lease a vehicle Source: 2009 RealtoR Magazine Reader Profile study, MRI Market solutions
For more REALTOR research by industry, please see the Market Research insert at the back of this book.
The Reader
Q A
10
Demographic Profile
REALTOR MAGAZINE READER PROFILE
REALTORS Total Adults Men Women Age average age Median age Marital Status Married single Widowed separated or Divorced Education attended College Graduated College or More Post-Graduate study with Degree average Household Income Median Household Income average Investment Portfolio Value Median Investment Portfolio Value average Net Worth Median Net Worth Media Usage average Number of Hours Watching tV Per Week Median Number of Hours Watching tV Per Week average Number of Hours listening to the Radio Per Week Median Number of Hours listening to the Radio Per Week 12 7 hours 10 7 hours 10 0 hours 6 2 hours 90.0% 51.3% 14.3% $126.8 $106.3 $135.7 $260.1 $721.0 $486.3 74.0% 8.4% 2.7% 14.9% 51.9 53.0 39.5 60.5
U.S. Adults 48 4 51 6 43 7 43 1 58 3% 25 9% 3 8% 12 1% 59 9% 29 8% 10 0% $76 5 $64 3 $66 4 $42 6 --27 5 hours 22 4 hours 15 5 hours 8 6 hours
Index 82 117 119 123 127 32 74 124 150 172 142 165 165 396 322 --46 48 65 72
Source: 2009 RealtoR Magazine Reader Profile study, MRI Market solutions
For more REALTOR research by industry, please see the Market Research insert at the back of this book.
The Reader
Recommendations
REALTORS Recommendations Create Opportunity for You
One way for REALTORS to add value is by being a resource for anything and everything that will help their clients close the deal and start life right in their new home. In fact, nearly 94 percent of REALTORS tell us they regularly recommend products and services to their clients and their colleagues on home-related purchases. REALTORS words carry a lot of weight, especially with the 40 percent of purchasers who are first-time home buyers. Advertising in a trusted business resource such as REALTOR Magazine is a great opportunity for your products and services to get the attention of business men and women who are in a position to recommend them.
Sources: 2009 RealtoR Magazine Reader Profile study, MRI Market solutions, June 2009; National association of RealtoRs 2009 Profile of Home Buyers and sellers
Mortgage Lender
86.6%
Home Warranty
81.9%
Title Company/Insurance
82.3%
Termite/Insect Inspector
76.2%
Settlement Attorney
73.9%
Utilities
70.1%
Advertising
Homeowners Insurance
60.9%
60.2%
51.1%
37.5%
Moving Company
0
33.0%
20 40 60 80 100
*Base 93 9% of RealtoRs always or frequently recommend goods and services Source: 2009 RealtoR Magazine Reader Profile study, MRI Market solutions
For more REALTOR research by industry, please see the Market Research insert at the back of this book.
The Reader
Real Estate Is a Career
Opportunity for the National Association of REALTORS 1.13 Million Members
Real estate provides great long-term career opportunities for serious professionals. Nearly half of the nations 2.4 million real estate licensees have joined the National Association of REALTORS as proof that they mean business. REALTORS NAR membership is key to helping them be perceived as ethical, credible, and knowledgeable professionals who deserve their clients trust. NAR members appreciate the associations efforts to promote high industry standards and provide resources like continuing education programs. They also place a high value on the industry-specific information they get from the associations Web sites and publications, especially REALTOR Magazine.
Sources: NaR membership database, June 2009; NaR Member attitudes and advertising tracking study, 2008; 2009 RealtoR Magazine Reader Profile study, MRI Market solutions
1,200,000 900,000
600,000
300,000 0
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
88% of buyers would use their real estate agent again or recommend the agent to others 85% of sellers would use their real estate agent
again or recommend the agent to others
Source: National association of RealtoRs 2008 Profile of Home Buyers and sellers
66% of Americans believe now is a 77% of second-home buyers consider it a good time to invest in real estate 57% of investment buyers are likely to purchase another property in the next two years
Sources: RealtoRs top 25 Metropolitan statistical areas Research, october 2008; National association of RealtoRs 2008 Investment and Vacation Home Buyers survey
The Magazine
Readership
REALTOR Magazine Is Widely Read 80.1% of REALTORS read three out of four issues* 79.1% of REALTORS read at least half the publication REALTORS spend an average of 47 minutes reading
each issue
* Base: 98 0% of RealtoRs receive the magazine Sources: NaR Member attitudes and tracking study, Carton Donofrio Partners, Inc , November 2008; 2009 RealtoRMagazine Reader Profile study, MRI Market solutions
The Reader
Its must reading to keep me current regarding trends in the real estate business. REALTOR, Salesperson I read it to learn whats happening with others, market trends, and technologies. I like success stories that I can learn from. REALTOR, Broker-Owner Its one of the best magazines for REALTORS. It deals with the problems that they are faced with and how they can be solved. REALTOR, Salesperson I pick up new tips, and I look at what other companies are doing and what products are out there to facilitate my business. Associate, Broker-Associate I want to learn the latest innovations regarding technology so our business can keep up with the times I think well of the magazine. REALTOR, Salesperson
The Magazine
16.2%
Business Week
8.7%
4.8%
Advertising
14.0%
Forbes
8.2%
3.0%
Money
12.9%
8.2%
2.8%
Time
0
10.6%
5.6%
3 6 9 12 15
Fast Company
1.8%
0 3 6 9 12 15
5% Or Fewer Read
For more REALTOR research by industry, please see the Market Research insert at the back of this book.
The Magazine
Q A
Circulation
The One Business Tool Read by Over a Million REALTORS
In todays economy you cant afford to overlook an audience of small business professionals who spend more than $6.6 billion on business purchases every year. REALTOR Magazine is your one and only opportunity to reach each of the 1.13 million real estate professionals who make up this large and profitable market. Every member of the National Association of REALTORS receives a copy of REALTOR Magazine, and members view the publication as a vital tool for business success. In fact, fewer than 1 in 10 REALTORS bother with other professional, news, or small business publications.
Publication Title Real Estate Publications RealtoR Magazine Real estate Professional Real estate Business Real estate Magazine Small Business Magazines entrepreneur Fast Company Fortune small Business Inc Business Publications Business Week the economist Forbes Fortune Financial Magazines Kiplingers Personal Finance Money News Weeklies Newsweek time Technology Publications PC Magazine PC World Wired
* statistics refer to 2008 rates and circulation figures
Circulation* 1,245,140 67,250 10,000 42,000 606,770 744,337 1,004,490 712,961 935,820 747,254 919,742 865,517 825,080 1,913,459 2,701,893 3,360,135 645,884 603,999 703,593
Cost per Thousand (CPM)* $47 29 $58 59 $267 00 $220 24 $137 58 $103 42 $110 30 $104 07 $119 89 $72 87 $124 50 $190 06 $82 38 $100 45 $83 86 $81 47 $121 41 $138 89 $111 94
1.98 million
readers on average.
Source: Pass-along readership, Harvey Communication Measurement studies, april 2009, December 2008, and august 2008
Sources: sRDs Business Publication advertising source, June 2008 and December 2008; sRDs Consumer Publication advertising source, June 2008 and December 2008; Real estate Business 2009 Media Kit; the Real estate Professional 2009 Media Kit; NaR membership database, December 2008; 2009 RealtoR Magazine Reader Profile study, MRI Market solutions, June 2009
The Magazine
Editorial Products
REALTOR Magazine is an award-winning multimedia brand offering a print magazine, Web site, e-newsletters, special events, and much more to the nations 1.13 million REALTORS.
Right Tools. Right Now.
The Reader
Sales&Marketing
Real estate practitioners across the country are looking for new ways to succeed in the face of market challenges that most have never before experienced. Weve got you covered, with tips on how to respond to clients difcult questions, stay motivated to sell, and ramp up business even in tough conditions.
Illustration by Steve Musgrave 2009
MORE
REALTOR.org/realtormag
Current economic conditions will also have an effect on the direction of pricing, as pricing is directly connected to average income. Traditionally, the national average sales price of a home is two-and-a-half times the average household income. Through the boom years of 2004, 2005, and even into 2006, that ratio was distorted, reaching up to four times the average income. Were now getting much closer to the 2.5 ratio. However, with unemployment rising, prices may have to drop further to stay in line with the average American family income.
Magazine
The brands flagship publication, REALTOR Magazine, is a true business tool, offering tips, trend information, case studies, expert commentary, and how-to articles to REALTORS.
VARIANCE IN PRICE
56 months Balance
The Stages of a Market Cycle Youve heard of Elisabeth KublerRosss stages of death and dying? Well, the stages of a market cycle arent that different. Todays market is still trying to work its way back to hope.
Euphoria Excitement Optimism Investment Climate MINIMUM OPPORTUNITY MAXIMUM RISK Denial Fear Panic Despondency MINIMUM RISK MAXIMUM OPPORTUNITY Investment Climate Optimism Hope Depression
Although there are no steadfast rules to determine future pricing, months supply of inventory (total inventory divided by the number of houses sold per month) is a great guideline. A normalized or balanced market has ve to six months of inventory. If 100 houses sell a month, there should be 500 to 600 houses in active inventory. Based on this principle, if you have one to two months of inventory, double-digit appreciation is likely to occur. Lack of supply will cause potential buyers to clamor over the few homes that are for sale, which in turn drives prices higher. On the other end of the spectrumwhere many markets are right nowthere is a seven- to eight-month inventory. With this abundance of supply, there simply arent enough buyers to support the number of homes for sale (see Lots of Listings = Depressed Prices, page 21).
4. Is homeownership really
a good way to build wealth?
According to NAR, home values appreciate 4.5 percent annually on average. Thats a great return; however, very few buyers pay in cash. Most try to put as little cash down as possible. The amount of cash buyers put into their home determines their return on equity, which is the total return on the cash they initially invested. So the return on equity can be astronomical. Its easy to see that real estate isnt just a good investment; its a great investment.
Source: Steve Harney specializes in negotiation and leadership training. He has been in the industry for more than 20 years, rst in sales and then as broker-owner of a 500-associate real estate company. Visit him at www.KeepingCurrentMatters.com.
The Magazine
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Web Site
REALTOR Magazine Online (www.realtormag.com) is more than just the print publication online. Its a real-time information portal for members to access timely industry news, participate in blogs, view video features and slide shows, take interactive quizzes, and download how-to content for their businesses. The site draws an average of 875,000 page views monthly, including traffic from REALTOR Magazines e-newsletters, coordinated promotions with the associations umbrella Web site (www.REALTOR.org), and references in REALTOR Magazine in print.
AZBEE (American Society of Business Publication Editors) Awards 2009 National Awards: Feature Series and Government Coverage 2009 Regional Awards: How-To Article, Special Section, and Individual/Organization Profile 2008 Regional Award: Regular Department APEX Awards 2009 Awards of Excellence: Feature Series Writing and Regular Department & Columns 2008 Awards of Excellence: Print Magazines and Journals and Regular Department Chicago Headline Club, Peter Lisagor Awards 2008 Finalist: Best Interactive Feature and Business and Consumer Reporting by a Trade or Specialty Magazine
Advertising
E-Newsletters
The magazines highly awarded Business Tips Newsletter is e-mailed monthly to more than 1 million highly engaged, registered users and features the latest industry tips and trends. Our daily and weekly Industry News e-mail, distributed to 200,000 subscribers, keeps REALTORS plugged in to the latest business news.
Sources: NaR membership database, June 2009; Webtrends, January-May 2009; eDialog, March-May 2009
Through advertising in REALTOR Magazine, Fujitsu has had the opportunity to reach real estate agents and brokers nationally. We continually get quality leads and are pleased with the success we are seeing in the real estate vertical market due to REALTOR Magazine.
Megan Fowler Marketing Communications Manager, Fujitsu Computer Products of America Inc.
Advertising
Advertising Opportunities
Make an Impression on 1.13 Million Small-Business Professionals
Its important to put your advertising message in front of your best customers. Advertising in REALTOR Magazine is an easy and cost-effective way to get face time with 1.13 million small-business professionals every month, when theyre in the market for your goods and services. REALTOR Magazine gives you a great return on your advertising investment, too, because of the additional exposure youll get when readers pass each issue along to their coworkers and colleagues. REALTOR Magazine offers display and classified opportunities to fit any budget, so you continue to get your advertising message out often and establish a dialogue with your customers.
Sources: NaR membership database, June 2009; Harvey Communications Measurement study, april 2009
Display Advertising
REALTOR MAGAZINE IS AN AWARD-WINNING PUBLICATION
American In-House Design (Graphic Design USA) Awards 2009 Awards: Single-Page Design, Feature Design, and Cover Design 2008 Certificates of Excellence: In-House Designers
REALTOR Magazine offers a range of advertising sizes and rates for black and white, 2-color, and 4-color display ads. Premium positions such as covers and center spreads are also available. Advertising can be customized based on regional circulation or REALTOR designation.
BROWSE THE BLOG This month at Styled, Staged and Sold: Professional stagers share their room makeovers and provide tips you can use for your listings. http://styledstagedsold.blogs.realtor.org
OOM RAKEOVER
M
ST MY BE
Washington, D.C., solicits help from a couple of friends to move furniture from room to room. The cost: the price of a pizza.
form s trans tate pro rooms into Real es ect n-perf rs love. less-tha s that buye rst e a al point to mak ce rly foc a poo one chan
AZBEE (American Society of Business Publication Editors) Awards 2009 National Award: Overall Photography/Illustration and Feature Article-Design
26 REALTOR MAY 2009
and only R e has l buyers, REALTO A hom potentia k turnoff. ion on Estate a quic impress y Real can be its Dail took d room ers of designe how they d read ies of are e aske in stor s. Here magazin to send ble spot e-mail gs trou sformed News their listin ners tran titio some against how prac action Borrow ples of pieces. three exam rooms into show listings. bpar your own once-su cing up spru ideas for ey ann Trac ssa Dittm By Meli
Use whats already there. You might just need to reshufe the furniture in the room or borrow from other rooms in the house. Look around for accessories and small furniture, but just make sure you dont sacrice the look of another room when you remove a key item. Have your own stash of furniture. Jim Hinton and Mike
Scott of Cutler Real Estate in Akron, Ohio, have an inventory of furniture and accessories, which they collected mostly free of charge from people who gave the items away.
T H E R E S U LT
This 1,560-square-foot Victorian rowhouse in the Capitol Hill neighborhood of Washington, D.C., with three bedrooms and 1.5 baths, had three offers in two weeks and closed in March for $583,000, above listing price.
Call attention to your makeover skills. Hinton and Scott let the whole neighborhood know when
theyre staging a home for sale. They place a sign in the yard Professional Home Staging in Progressto draw attention from passersby. At one recent makeover, the sign sparked a urry of interest, resulting in an offer on the rst day the property was listed.
$350
TOTA COST:L
N O T- S O - G R E AT R O O M
AKRON, OHIO P.28
Expenses included having the house professionally cleaned and renting small items from a staging company.
O L D - FA S H I O N E D , D A R K K I T C H E N
MUSCLE SHOALS, ALA. P.29
SEE MORE PHOTOS Read about other room makeovers and see before-and-after photos at REALTOR.org/realtormag.
www.REALTOR.org/realtormag
www.REALTOR.org/realtormag
27
2009 Regional Awards: Opening Page/ Spread-Computer Generated, Opening Page/Spread-Photo, Front Cover-Photo, Open Page/Spread-Computer Generated, Front Cover-Computer Generated GD, and Feature Article-Design 2008 National Award: Cover Photography 2008 Regional Awards: Front CoverPhoto, Feature Article Design, Opening Page/Spread, and Feature Article Design
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Classified Advertising
Classified ads are a budget-friendly way to connect with the REALTOR audience. REALTOR Magazine offers black and white, spot color, and 4-color classified advertising options at affordable per-line or per-column rates.
86% OF REALTORS TAKE ACTION UPON READING
Discussed an ad/article with someone else in the company Visited an advertisers Web site Bought products or services advertised
APEX Awards 2009 Awards of Excellence: Magazine & Journal Design & Layout and Design & Illustrations 2008 Award of Excellence: Design and Layout
10 2010 MEDIA INFORMATION REALTOR MAGAZINE WWW.REALTORMAG.COM
Source: Harvey Communication Measurement study, april 2009, based on 86% of RealtoRs who took action, and NaR membership database, June 2009
For more information on REALTOR Magazine rates, please see the Advertising Rates insert at the back of this book.
Advertising
Broker Advertising
Reach over 189,000 Owners and Managers
REALTOR Magazines monthly For Brokers section reaches 189,000 real estate company owners and managers the industrys top executives, opinion leaders, and purchasing decision-makers. This special section is filled with real-world guidance on operating a business to maximize profits, minimize risk, and recruit and keep top-performing salespeople and staff. In addition, For Brokers profiles cutting-edge companies, giving readers a view inside the operations of successful, and sometimes unconventional, brokerages.
Source: NaR membership database, June 2009
The Reader
Male Female: average age: attended college: average employment income: average household income: average net worth: average investment portfolio: Residential brokerage: Commercial brokerage: Regular reader of magazine (3 out of 4 issues)*:
The Magazine
*Base 98 5% receive the magazine Sources: 2009 RealtoR Magazine Reader Profile study, MRI Market solutions; National association of RealtoRs 2009 Member Profile
For Brokers
Running a brokerage these days is about doing more with less. Youve got to manage that same mountain of responsibilities, but you must do it while also navigating enormous market challenges. Here, we offer strategies for increasing productivity, right-sizing your business, and making difcult decisions.
Illustration by Steve Musgrave 2009
MORE
REALTOR.org/realtormag
For Brokers
If associates suddenly clam up about their passions, approach them in a friendly manner to ask why. You may learn they dont have the funds to pursue their interests. Or, their response may show lethargy and indifference, which are symptoms of depression.
LOW ENERGY. Look for a break in an exercise regimen or a change in weight (loss or gain). A change in living patterns is a sign of somethingit could be positive or negative, says Michael Soon Lee, CRS, GRI, broker-owner of Realty Unlimited in Dublin, Calif. If sales associates stop pursuing their hobbies, stop exercising, and develop bags under their eyes, they may have some issue in their life. SERIOUS NEGATIVITY. Depression can show up as anger or aggression, says Kristine Halverson, a sales associate at 360 Realty in Los Angeles who has a degree in psychology and experience as a social worker. Ive run into associates who are easily irritable or too aggressive. Ive also seen sales associates who are overly sarcastic about the market. Alone, those could simply be rude behaviors. Combined with other symptoms, they could be alarm bells. RELAXED WORK HABITS. When you see once-busy associates rolling into the ofce at 11 a.m., sluggishly doing work, and then heading home at 3 p.m., take note. Depression throws us off balance, Halverson says. There are things we need to do every day whether we have clients or notcome in on time, make phone calls, and do lead generation. When youre not doing those things in this market, youll get depressed. INABILITY TO CONCENTRATE. A lack of focus can show up in sloppy paperwork or associates interactions. Their speech could be a little slower, explains Halverson. Maybe theres a pause when they answer you, or its harder for them to gather their thoughts. Any one of these problems is a sign of danger, says Lee. More than one is reason to refer the associate to a mental health professional.
1 2 3 4 5
HOW TO RESPOND?
RAISE THE ISSUE.
Talk about things youve noticed, whether theyre drinking more, working out less, seeming sad, or coming into the ofce less, says Halverson. Then say, I have resources I can share with you. If theyre open to the idea of professional help, give them a couple of optionsa private psychologist, which health insurance will help pay for, and a community resource thats free.
HAVE OPTIONS READY. In many areas, dialing 211 connects you to local health and human services resources. And dont forget to gather recommendations for debt counselors and mortgage foreclosure prevention specialists. ACT NOW. Its
Target, target.
Constantly reevaluate whether advertising in traditional media is still doing the job. Look at local, regional, and national online news sources, Evers advises. Consider social media as well. Facebook use is escalating exponentially because it offers affordable regionally targeted advertising programs. Twitter is also very effective. But be careful in how you advertise on those sites. They were developed for social interaction, and if users feel the sites are being hijacked by advertisers, youll receive rejection.
Do a listening tour.
You cant be certain of consumers needs without hearing from them. Focus groups and surveys are OK for top-of-mind results, but for the most insightful feedback, Evers recommends a strategy called account planning, which involves conducting research in consumers environment by gathering small groups of friends in their homes. Consumers can draw from their surroundings to trigger responses on a more meaningful level, says Evers, who adds that the conversation tends to be more uid and natural than a traditional
off-site focus group. Friends can build on each others responses and hold each other accountable for honesty. Account planning can give guidance for new ad messaging and help you learn what types of media consumers use.
important to their message, but the way through this economy is to make sure you focus on your customers needs.
than a price proposition. You might tell consumers: Well nd you a home thats the best value in todays market, and at every stage well be there to answer your questions.
Advertising
Be sincere.
Advertising is going from tell and sell them to join us on our journey, Evers says. Its more about conveying a higher sense of purpose, communicating the values that drive your brand, and being inclusive, which creates a more meaningful relationship with consumers. For example, Rainmaker Properties in Palo Alto, Calif., publicizes the fact that it donates 10 percent of every commission to a local charity of the clients choosing.
best that brokers say something in the early stages of awareness, when its situational depression, rather than waiting until it snowballs into a much larger issue of clinical depression, Halverson says.
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14.2%
20 40 60 80 100
*Base 98 1% own/lease a vehicle Source: 2009 RealtoR Magazine Reader Profile study, MRI Market solutions
For more information on REALTOR Magazine For Brokers rates, please see the Advertising Rates insert at the back of this book.
11
Advertising
Web Advertising
Top Producer is pleased with our partnership with REALTOR Magazine Online. It has played a key role in our marketing strategy. REALTOR Magazine Online is an effective way for us to reach and serve the real estate community with the continued expansion of our product line.
Ashleah Wilson, Director of Marketing, Top Producer Systems REALTOR Magazine Online is Your 24/7 Link to REALTORS
REALTORS want on-demand access to the latest news and information, and they find it at REALTOR Magazine Online (www.realtormag.com). This online audience accesses the site 24/7 for up-to-the-minute news and commentary, favorites like quizzes and buyers guides, plus interactive features that arent available in the print publication like slide shows, videos, and blogs. REALTOR Magazine Online draws 875,000 page views a month on average, making it the perfect place to showcase your products and services, and the perfect complement to your print advertising program.
Source: Webtrends, January-May 2009
EXCEL (Society of National Association Publications) Awards 2009 Awards: Online Publishing-Blogs and Website-Special Members Area 2008 Awards: Online Publishing and Special Members Area
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For more information on REALTOR Magazine Online rates, please see the Advertising Rates insert at the back of this book.
Advertising
e-Newsletter Advertising
Daily, Weekly, Monthly: Reach REALTORS With E-mail Anywhere
Most REALTORS check their e-mail at least once a day. With REALTOR Magazine Onlines award-winning e-newsletters, your advertising message can be waiting for them at their e-mail inboxes. Thousands of real estate professionals read our timely e-newsletters to get the latest news, tips, trends and business solutions. High open rates and low opt-out rates of 0.1% mean that your product information will be read as well.
The Reader
200,000 subscribers
1,000 news subscribers each month on average Low opt-out rate of 0.1% High open rate, averaging 23% Click-through rates range from 10%-17% (weekly issue) and 7%-12% (daily issue)
Text and display ads available
Source: eDialog, March-May 2009
Business Tips E-Newsletter Monthly distribution to over 1 million members Low opt-out rate of 0.1% High open rate, averaging 20% Click-through rates range from 7%-19% monthly
Customized by audience and region Text and display ads available
Source: eDialog, March-May 2009
Young Professionals Network E-Newsletter Distribution to 2,000 young professionals Unique content especially for younger practitioners
Targeting rookies with a taste for knowledge Text and display ads available
Source: YPN Network, July 2009
The Magazine
I look forward to this newsletter. It keeps me on top of important changing trends that affect my profession. An excellent source and tool for the business!
Source: Reader comments, RealtoR Magazines Business tips Newsletter survey, 2009
AZBEE (American Society of Business Publication Editors) Awards 2008 National Awards: E-Newsletter, How-To/Service Journalism, and E-Newsletter, General Excellence APEX Awards 2009 Award of Excellence: Electronic & Video Publications, Business Tips Newsletter EXCEL (Society of National Association Publications) Awards 2008 Award: Online Publishing, Electronic Newsletter
Advertising
For more information on REALTOR Magazine Online rates, please see the Advertising Rates insert at the back of this book.
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Advertising
Show Daily
Your Conference News Orlando
Time and again I find that REALTOR Magazine is able to provide a unique combination of relevant and targeted content, which attracts the ideal Realty Executives customer. As a result we are able to effectively communicate our core values and message to the real estate industry at large.
Todd Sumney, Director of Marketing, Realty Executives International
T H E
B U S I N E S S
T O O L
F O R
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P R O F E S S I O N A L S
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Show Daily
REALTORS looking for a model of how to succeed in tough times got an object lesson and an inspirational lift Saturday from someone who knows about surviving adversity: Lance Armstrong. The cycling phenom and cancer survivor addressed a crowd of more than 7,500 REALTORS and guests at the Orange County Convention Center in Orlando as the keynote speaker at the REALTORS Conference General Session. My challenge to you isdespite how tough things areyou have to find your passion, said Armstrong, who says his life today is all about raising awareness about cancer survival.
CRB DAY
TODAYS BEST IDEA
Set mutually agreeable expectations, rather than guessing the price they want to hear. Hear More: Adorna Carroll, ABR, SRES Seller Counseling Session 9:00AM 10:30AM W224E. Level 2
BE THERE!
Courage in a Crisis Inspirational Breakfast with Lee Woodward Ticketed Event Time. 6:45AM 9:00AM Peabody Orlando Location. Plaza Intl Ballroom Tap Your Mental Energy Instinct-Driven Success Time. 9:00AM - 10:30AM Location. W224G, Level 2 Cant Fail Closing Scripts Making the Shift from Good to Great Time. 11:00AM 12:30PM Location. W330D. Level 3 No More Awkward Intros Discover Your Memory Power Time. 11:00AM 12:30PM Location. Valencia Room, W415B, Level 4 Price Right: Price Often Quick Updates for a Quicker Sale Time. 1:00PM 2:00PM Location. Valencia Room, W415D, Level 4 Tips on Weathering the Slowdown The Perfect Storm for Commercial Investment Real Estate Time. 1:00PM 2:30PM Location. W230C. Level 2 Get Ready for Your Close Up Look Clients, Im on TV! Time. 3:00PM 4:30PM Location. W224G. Level 2 Kool & the Gang Concert; Rides Galore REALTORS Night Out Time. 7:00PM 11:00PM Location. Universal Studies Shuttle Bus outside Hall D
Cancer changed my perspective on my life, my sport, and my family, said Lance Armstrong, keynote speaker at the REALTORS Conference General Session. He intends to come out of retirement and compete again in next summers Tour de France. I think I can do it, though Im not totally sure.
From left: Lei Barry, Scott and Robin Gwaltney, Sheila Stevens, Caroline McCartney, and Reita Hutson together represent more than 8,000 hours of community service in the last year. Scott and Robin Gwaltney, Coldwell Banker at Your Service Realty, Ltd., Rochester, Minn., Every year for 16 years, the Gwaltneys have been unpaid resident house parents for up to six academically talented, but underprivileged, teenage boys. As volunteers for Rochester Better Chance, the Gwaltneys have provided a haven for 46 inner-city youths from atrisk neighborhoods and mentored them through high school. See Good Neighbor, page 26 >
Correction: The promotion for Kerri Walsh and Missy May-Treanor that appears on p. 12 should have appeared on Saturday. The duo will not appear Sunday.
Just how effective is the Show Daily? 74% of readers said advertisements in the Show Daily made
them want to visit booths they had not originally planned on visiting.
61% used the Expo floor plan in the Show Daily to find the booths
they wanted to visit.
Show Daily advertising is available to exhibitors only. For more information on advertising in the Show Daily newspaper, contact your advertising representative.
REALTORS Expo sponsorship opportunities are available to exhibitors. For more information on the REALTORS Expo and how it can boost sales, contact Hall-Erickson Expo Management at (800) 752-6312 or nar@heiexpo.com.
14 2010 MEDIA INFORMATION REALTOR MAGAZINE WWW.REALTORMAG.COM
Advertising
Event Sponsorships
10TH YEAR RMS GNA
2009
The Reader
REALTOR MAGAZINES
The Magazine
AZBEE (American Society of Business Publication Editors) Awards 2008 National Silver, Members Web Section
EXCEL (Society of National Association Publications) Awards 2008 Silver Award, Online Publishing, Special Members Area
Advertising
For more information on these sponsorship opportunities, please contact your sales representative.
2010 MEDIA INFORMATION REALTOR MAGAZINE WWW.REALTORMAG.COM 15
Advertising
REALTOR Magazine offers many opportunities to increase the impact of your marketing campaign and build relationships with your audience. As a REALTOR Magazine advertiser you can take advantage of custom publications, market research, and direct access to our members. Use these to target your market of 1.13 million decision-makers outside our magazine and Web site. Youll get to know your customers better while making your marketing dollars go further. Contact your sales representative to put these value-added marketing opportunities to work for you.
Value-Added Marketing
Direct Mail Lists
Reach out to a select group of our 1.13 million real estate professionals through our direct mail subscriber lists. Subscriber names are rented for onetime usage only, in volumes of 5,000 or more, at a base cost of $130/M. We will work with you to segment your market and target niche audiences. Markets can be separated geographically or demographically. Contact your sales representative or call MeritDirect at (518) 608-5066.
Source: NaR membership database, June 2009
Advertising in REALTOR Magazine plays an important part of our marketing strategy. AMERACO believes it is vital to reach out to real estate professionals in securing investment partnerships nationwide. REALTOR Magazine provides that opportunity with great success.
Rusty Stuart, Vice President of Operations, AMERACO, Inc.
Merchandising Credits
REALTOR Magazine advertisers are eligible to use two percent of their net advertising expenditures toward various merchandising opportunities, including direct mail lists, custom research studies and surveys, advertisement and editorial reprints, complimentary magazine issues, and more.
Ad Readership Studies
Let REALTOR Magazine help you determine how your ad measures up. Ad readership studies provide you with valuable reader research and verbatim comments on your advertising investment, including how your ad compares with others in the issue, and how many readers remember seeing and reading your ad. This service is complimentary for advertisers running national display ads in the April, August, and/or December issues.
Custom Publishing
Custom publications allow advertisers to tailor a piece to meet specific marketing goals, requirements, and preferences. By combining editorial appeal with advertising and marketing strategies, custom publications relay messages with long-lasting appeal or those requiring in-depth coverage. Examples of custom publications include supplements, advertorials, and direct mail inserts.
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2008-2009 Advertisers
Advertisers find Opportunity in REALTOR Magazine
You enter a whole new world of opportunity when you use REALTOR Magazine to generate sales and leads from 1.13 million real estate professionals. A world thats open to everyone, from small local storefronts to large multinational corporations. Our advertisers reflect the broad range of products and services that REALTORS need to successfully run their businesses, but they all have one thing in common. They recognize that whether theyre targeting new markets or building brand awareness, REALTOR Magazine is the right vehicle for their marketing message.
A La Mode Adigida American Home Shield Assist2Sell AT&T Bank of America Broadcast Marketing, LLC Calculated Industries CDW Compass Knowledge Craig Proctor Productions DR Horton LA Division Dell Computer Corporation Diverse Solutions Ebby Halliday Company eNeighborhoods Engel and Volkers, US Holdings INC. Entertainment Publications Entitle Direct Group Exit Realty EZ PNP Federal Express Forte Communications Fujitsu Computer Products GMAC Real Estate Home Fire Sprinkler Coalition Intel Corporation Intuit Keller Williams Realty KW Nash Group LandAmerica Financial Group Lantrax, Inc. Loopnet, Inc. Lowes Market Leader Microsoft Minton Publishing MICA My M&Ms Myers Internet, Inc/MGIC Old Republic Title Agency On The Move, Inc. Panasonic Privus Mobile Protus IP Solutions Prudential Advertising Qwest Communications REALOGY REALTOR.com Realty Executives Reliant Energy RE/MAX International Research In Motion Scotts Liquid Gold Sign-A-Rama Top Producer Systems UPS Store US Cellular US Postal Service Virtual Staging Solutions VISA USA Visual Tour.com Weichert Real Estate Wells Fargo *Partial list of advertisers
Chicago, IL 60611
E-mail: adsales@realtors.org
www.realtormag.com
Frank J. Sibley SENIOR VICE PRESIDENT, COMMUNICATIONS AND CONVENTIONS P: (312) 329-3271 F: (312) 329-8814 E-Mail: fsibley@realtors.org Pamela Geurds Kabati VICE PRESIDENT, EDITORIAL DIRECTOR P: (202) 383-1044 F: (202) 383-1231 E-Mail: pkabati@realtors.org Stacey Moncrieff MANAGING DIRECTOR, EDITOR IN CHIEF P: (312) 329-8496 F: (312) 670-1568 E-Mail: smoncrieff@realtors.org Jill Powers ADVERTISING SALES ASSOCIATE (contact regarding advertising and insertion orders) P: (312) 329-8332 F: (312) 329-8174 E-Mail: jpowers@realtors.org Karin Coleman ADVERTISING PRODUCTION COORDINATOR (contact regarding materials) P: (312) 329-8461 F: (312) 329-8184 E-Mail: kcoleman@realtors.org
Advertising Representatives
NORTHEAST CT, MA, ME, NH, NJ, NY, PA, RI, VT, CANADIAN PROVINCES OF NB, NS, ON, QC Diane Sacken Northeast Account Manager James G. Elliott Co. 135 E. 55th Street New York, NY 10022 P: (212) 588-9200 x 1324 F: (212) 588-9201 E-Mail: d.sacken@jamesgelliott.com SOUTH AL, AR, CO, DC, DE, FL, GA, KY, LA, MD, MS, NC, NM, OK, SC, TN, TX, VA, WV Bob Jameson Southeast Account Manager Jameson Weinbrenner Co., Inc. 13140 Coit Road, Ste. 300 Dallas, TX 75240 P: (972) 669-1663 F: (972) 783-1718 E-Mail: bob@jwwinc.com
MIDWEST IA, IL, IN, KS, MI, MN, MO, ND, NE, OH, SD, WI, CANADIAN PROVINCE OF MB Stephen Coughlin Midwest Account Manager James G. Elliott Co. 134 N. LaSalle Street, Suite 1700 Chicago, IL 60602 P: (312) 236-4900 E-Mail: s.coughlin@jamesgelliott.com WEST AK, AZ, CA, HI, ID, MT, NV, OR, UT, WA, WY, CANADIAN PROVINCES OF AB, BC, SK Ted Hemminger Western Account Manager James G. Elliott Company 626 Wilshire Boulevard, Ste. 500 Los Angeles, CA 90017 P: (213) 596-7209 F: (213) 624-0997 E-Mail: t.hemminger@jamesgelliott.com CLASSIFIED ADVERTISING Carole McLaughlin Classified Sales Representative James G. Elliott Co. 134 N. LaSalle Street, Suite 1700 Chicago, IL 60602 P: (312) 236-4900 E-Mail: c.mclaughlin@jamesgelliott.com