I also remember the inordinate number of sales calls, but I also seem to get this from doing well on Google. I already had two calls today! One was from a random mortgage person that I have never heard of, and she acted like we were good friends. It went something like this:

Random Mortgage Person: "Hi, Jason, this is Jane Doe from XYZ Funding Group. It sounds like you have some exciting things going on over there!"

Me (stonefaced): "With regard to what?"

RMP: "Like hiring some new agents, and doing some great business. We are located around the corner from you, and I was wanting to see if I could swing by next week and chat with you."

Me: "What is this actually regarding?"

RMP: "Well, we wanted to see if you have a preferred lender and whether we could handle some of your loan business."

I then explained that we were set, since two of us are licensed loan officers already.

I told my wife about the episode, and she said it sounded like a sales pitch that would appeal to our six-year old daughter - "You have some exciting things going on!"

__________________
Jason Crouch, Broker
Austin Texas Homes, LLC
512-796-7653 (cell)
Austin Real Estate
Austin Texas Real Estate
Austin Homes

someone must do, they reported profits of around $400m, although that includes them venturing online!

To be honest, I don't think people look in the Yellow Pages much anymore. With specified and niche search engines online the Yellow Pages is or will soon be a thing of the past. I think there are much cheaper and more effective forms of promotion.

Just my $0.02

__________________
Aaron
President/CEO
www.TheBrainchildGroup.com
"I have but the simplest taste - I am always satisfied with the best" -- Oscar Wilde

I spent $3000 for YP ads in 2005 and got commissions of $7000 from it.
I spent $4500 for YP ads in 2006 and got commissions of $10,000 from it.
I spent $3500 for YP ads in 2007 and they'll be released in November.

I look at it as a supplement to my business rather than the foundation. Its hard for clients to google an agent if they forget your name or tagline (Isellhomesinxyzcity.com, etc.). My clients and leads know they can find me in the book (full page ad) if they lose my card. I'll keep using it until it turns into a loss for me. I recognize it has diminishing returns but it should be profitable for a few more years.

I think it really depends on your town and your demographics.

I'm in Gainesville Florida, and we rent apartment complexes, duplexes and houses near the University of Florida campus. Our target market is college students. For us, it makes NO sense to pay big money to be in the yellow pages. None. We had some students do a study on how many students actually use the YP and less than 1% were using it (less than 1% had it in their rental home). We own 13 apartment complexes, and we were spending about $3600 a year on YP listings (not ads) when I started here 4 years ago-- and that was just for 1 of the 4 YP books in our area.

We are now down to $220 per year in YP spending and have seen no drop in traffic.

__________________
Aubrey - Senior Marketing Director

Gainesville Apartments | UF Housing
UF Housing & Dorms Advice