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City Of San Francisco to Ban Yellow Pages Delivery | Inbound Marketers Rejoice

Inbound Marketing For Real Estate

Huh?

When I think of trends or things that are “trendy” they usually originate in places like Milan, London, Paris, New York, Los Angeles, Miami or San Francisco. Wait, San Francisco? Yes, San San Francisco. San Fran has officially become [in my book anyway] the most trendy city in the United States. It’s latest trend I hope every state, city, and county in the United States follow. The trend is banning the delivery of the Yellow Pages.

I am a former title rep for a national title insurance company in Phoenix Arizona, over the last 10 years, I have helped real estate professionals [real estate agents and loan officers] grow their business. I remember when real estate agents used to line up to pay big money to advertise in what [in my opinion] is the clearest example of waste around today. I am 37 years old, I remember a time when I consulted the white pages to look for a person or phone number and when I consulted the yellow pages to look for a business. Those days are long since – gone. Consumer behavior has and continues to shift online. Personally, I can’t remember the last time I used a phone book for its intended purpose. What about you?  As first reported by the Los Angeles Times

 

“San Francisco’s Board of Supervisors concluded Tuesday that although some people may still prefer to let their “fingers do the walking,” two directories for every man, woman and child in this high-tech city is excessive. The 10-1 vote puts San Francisco in line to be the first government in the nation to restrict delivery of the hefty books to only those residences and businesses that want them. The legislation, which faces a customary second reading next week but is expected to pass handily, was embraced by environmentalists, some small business groups and apartment managers who struggle with the detritus left in their building lobbies.”

Every 6 months I come home from work to find an unwelcome visitor at my house. That visitor is the Yellow Pages. I cringe and shake my head every time he visits me as I stare at him and think “they still make you?”. I just don’t get it. The Yellow Pages represent a time gone by when information was available to the few or those that would pay for it. Not any more though, the Internet has decimated the Yellow Pages and others that insist on doing business as usual. Adapt or Die. The Yellow Pages [to me] represent a business model that has failed to adapt and therefor will DIE. Unfortunately I see the same mentality in many real estate agents marketing. It’s all about them, the message isn’t clear, it’s sent to a consumer that doesn’t have a need for the product or service, etc. It’s this kind of real estate marketing that becomes a waste. I wonder how many consumers come home to find an unwanted message from a real estate agent in the form of a postcard, flyer, door hanger, business card, magnet, etc waiting for them and cringe like I did when I saw the yellow pages waiting for me?

Consumer behavior has changed. Consumers love immediate gratification, there are not many things more immediate than a search engine. At one time, a listing in the Yellow Pages was a necessity to get your business found by consumers . Today, the Yellow Pages have been replaced by a good website and a strong online strategy.

A large part of your future business in real estate relies on a consumer finding you online at the exact moment they have identified a need for your product or service. Question: How Can A Consumer Find You Online Without Typing Your Name Into A Search Engine? If you are struggling with an answer to this question, we should talk.

Oh yea, want to stop the delivery of those pesky Yellow Pages at your home? You can can sign on to http://www.yellowpagesoptout.com to restrict or stop Yellow Pages delivery. Maybe we can get San Francisco to start another trend – where direct mail is banned!

Stephen

Hi I'm Stephen Garner, I'm just a guy in the title industry {in Phoenix} trying to change how real estate agents market themselves and their services. To that end, I teach my clients HOW TO leverage sales technologies like WordPress, Content, Video, Camtasia, Final Cut X, iMovie and indexable IDX solutions to convey value and help your ideal client find you online when they are most interested in learning about you and your services. I work for escrows. Hire me!

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