(Updated November 2012)

National Association of REALTORS® research shows that 27% of buyers used print newspaper advertisements to find information on homes for sale in 2012. However, only 1% of buyers found the house they purchased using print ads (Source: NAR 2012 Profile of Home Buyers and Sellers). These rates have been declining: in 2008, 47% of buyers consulted print ads in their home searches, and 3% found the house they purchased through a print add. Whether you want to create successful classified ads—because many brokerages still use them—or you’d rather start advertising online, this field guide provides tips and considerations.

Information Sources Used by Homeowners in Home Search

Source: 2012 National Association of REALTORS® Profile of Homebuyers and Sellers

Advertising Basics

Write a Great Home Description, (Simply Homes, June 9, 2011).

The Best Way to List Your Home in MLS, (eHow.com, Feb. 17, 2010).

Creating Real Estate Classified Ads for Craigslist, (YouTube.com, Dec. 2, 2009).

Dos and Dont's of Great Classified Ads, (REALTOR® Magazine Online, Apr. 2007).

Writing Ads: Legal Concerns

Advertising Basics for Real Estate Agents, (About.com, 2011).

How fair housing laws affect marketing, (Landlord.com, 2010-2011).

Agent duties - what a real estate agent can or cannot do for you, (About.com, 2009).

Tips for Fair Advertising, (REALTOR® Magazine Online, 2007).

4 Ways to Avoid Discrimination in Your Ads, (REALTOR® Magazine Online, n.d.).

Part 109 - Fair Housing Advertising, (HUD, n.d.).

How Relevant are Classified Ads?

Real Estate Print Advertising is Dead, (Chicago Now, Mar. 16, 2010).

What Good Does Print Advertising Do?, (Realty Times, Oct. 20, 2009).

Real-estate ads find new home on web in recession, (Advertising Age, June 1, 2009). Q

Realty Viewpoint: Newspapers Shoulda Been Nicer To REALTORS®, (Realty Times, Mar. 21, 2008).

Where to Advertise Your Home For Sale, (Realty Times, Feb. 6, 2008).

REALTORS® Unhappy With Advertising Choices, (Realty Times, Oct. 24, 2007).

Books, eBooks & Other Resources

eBooks.realtor.org

The following ebooks and digital audiobooks are available to NAR members:

101 Ways to Advertise Your Business (Adobe eReader)

Always On: Advertising, Marketing, and Media in an Era of Consumer Control (Adobe eReader)

Do-It-Yourself Advertising and Promotion: How to Produce Great Ads, Brochures, Catalogs, Direct Mail, Websites and More! (Adobe eReader)

The Do-It-Yourself Lobotomy: Open Your Mind to Greater Creative Thinking (Kindle, Adobe eReader)

Books, Videos, Research Reports & More

The resources below are available for loan through Information Central.  Up to three books, tapes, CDs and/or DVDs can be borrowed for 30 days from the Library for a nominal fee of $10.  Call Information Central at 800.874.6500 for assistance.

5 minutes to a great real estate ad, (Chicago, IL: Thomson South-Western, 2006). HF 6161.R3 M45

Real Estate Advertising Made Easy, (Ontario, Canada: Sheldon Griffon Graphics Inc., 2005). HF 6161.R3 R15

Field Guides & More

These field guides and other resources in the Virtual Library may also be of interest:

Field Guide to Effective Online Marketing

Field Guide to Fair Housing

Field Guide to Marketing Tips for REALTORS®

InfoCentral Blog

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The inclusion of links on this field guide does not imply endorsement by the National Association of REALTORS®. NAR makes no representations about whether the content of any external sites which may be linked in this field guide complies with state or federal laws or regulations or with applicable NAR policies. These links are provided for your convenience only and you rely on them at your own risk.