Melbourne real estate agent Philip Webb deserts ‘jurassic’ local newspapers

Philip Webb“Once upon a time dinosaurs ruled the planet, much like newspapers ruled real estate advertising,” a real estate agent is claiming in a campaign to inform house buyers that it is turning its back on local newspapers to buy and sell property entirely online.

Philip Webb, a 41-year old Melbourne real estate agency, claims that local newspapers in the area are being kept alive by real estate agents, “who use your money to promote themselves instead of what should be the star attraction – your property.”

A YouTube video produced by Webb points out that a marketing campaign with a newspaper costs between $5000 to $12,000 – “most of it spent on an advertising dinosaur, which is lucky to attract 0.5 per cent of your target audience. That’s not great return on investment for any vendor.”

Webb is offering a suite of services including photography, copywriting, mobile apps, an online magazine, photo board and five websites bundled into a $2,800 deal including GST.

Philip Webb marketing executive Maddison Rawson told Mumbrella that while Melburnians still enjoy reading the property sections of local newspapers, they view it as “house porn” and consume the content like they would on Pinterest, without seriously considering buying a property.

“Committed house buyers go online,” she said, “where it is much easier to search for the property you want.”

News Limited and Fairfax have both been invited to comment.



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