Yellow Pages used to be the go to method of advertising for many, many companies. You could put in an ad and wait for the phone to ring for the next year before you would do it all over again. At that time, asking whether or not one should advertise in the Yellow Pages was a no-brainer, but now it’s not quite so much of a black and white decision.
Well, the big question when deciding if homebuilders should advertise in the Yellow Pages is: is it worth it?
Well, first one must take into consideration what it entails to advertise in the Yellow Pages. You must keep in mind the facts that you must make a commitment to doing so for a full year, and the service can be costly in comparison to other online mediums for advertising. This does not mean that homebuilders should not use Yellow Pages to advertise, but it does mean that they shouldn’t unless they ensure that it is likely to be worthwhile for them in the long run.
Research has shown that in today’s market, 80% of consumers start their search for the right business to work with for their needs on the Internet. That’s a lot less than back in the old days where someone’s first instinct was to reach for their copy of the Yellow Pages when they needed something done.
However, as it turns out, some consumers do still turn to the Yellow Pages in the cases that they need something done quickly by a local business. Usually, this tends to be the older demographic. If you think that you as a homebuilder could benefit from advertising in the Yellow Pages, then you definitely should give it a try. However, if you are going to do so, there are a few things that you should keep in mind during your year’s worth of advertisements with the Yellow Pages.
First of all, you need to be dedicated to tracking where your business leads are coming from during that year. That way, at the end of the year, you can look back and calculate how many of them were from Yellow Pages and determine whether or not your investment was worth it. This will give you a basis on which to decide whether or not you should continue advertising within their medium for another year.
You could also consider offering a promotional offer for those who respond to your ad. By including a code in your ad for ad respondents exclusively, it will also make it easier for you to keep track of how much revenue the ad is bringing in for you.
Remember that the images in your ad are the main focal point for the viewer, so keep this in mind while designing your ad.
Deciding whether or not to advertise in Yellow Pages as a homebuilder is mostly a matter of weighing the pros and cons in your particular situation. However, if you do choose to advertise in the Yellow Pages, utilising the above strategies will help maximise your chances of gaining the most from that decision.