Real Estate Times Deathwatch: January 2011

The Real Estate Times San Francisco is a local magazine advertisement that, in exchange for a hefty sum of coin, features real estate listings for sale in full-color glossy glory. When I started in the business, back in the dark ages of 2002, it was “the” place to have your listing advertised, even though print schedules often meant that by the time your house for sale in San Francisco was featured you had already received multiple offers.

Back in the day, Real Estate Times San Francisco was hundreds of pages long, and was probably 3/4″ thick. And then real estate agents finally got smart to the value of online advertising, and realized that buyers were starting their search not in newspaper classifieds or glossy magazines, but on the magnificent glory of the internet. Real Estate Times San Francisco still publishes, though, although for how much longer is, IMHO, a relevant question.

Below are photos of their two most recent issues, for December 23, 2010 – January 19, 2011 and January 20, 2011 – February 2, 2011. As you can see, they are now thinner than a ballpoint pen. Zephyr real estate “corporate” has a one page ad in each edition, and in one edition a Zephyr agent pays for additional exposure. But beyond that I’m happy to report that my brokerage and fellow agents have gotten smart to the value of online advertising and redirected their marketing efforts and dollars in a different direction.

Real Estate Times, San Francisco Dec. 23 - Jan 19 2011 Issue

Real Estate Times San Francisco Jan. 20 - Feb. 3 2011 Issue

But I’m curious as to what buyers and sellers think of glossy real estate magazines like Real Estate Times San Francisco? As a buyer, do you use it is a primary (or even secondary) resource for house hunting? As a seller, would it matter to you if your home for sale was published in this magazine or a similar one? When you are considering hiring a real estate agent to sell your home, what are the marketing plans that are most important to you?