Do you read "The New York Review of Books? It is a somewhat intimidating publication with literary and political articles. Deep, very deep. Every now and then I buy it. Nick, our son the academic (father of Roxie) suggested we investigate placing an ad in its pages. But let me start at the beginning of our adventure, "Psychotherapy Blooms Morph into Real Estate."
Longtime New Yorkers who have a history of looking for rental apartments, believe The New York Times is the gold standard of real estate advertising. But that was yesterday: when everyone rented. "Olden days" I call them back when we experienced the City as a truly democratic place, where people of different classes and colors squeezed together on the subway.
And as renters, most of us shared across all differences a certain animosity toward our landlords and took the subway to work. It's been a sea change with the ownership of condos and co-ops and so many abandoning the train for cars.
March 1, we ran our first ad in The Times. Pricey but it did include an online component where we could include photos. Result: one caller who did not show for the appointment. Our management has purchased larger ads at considerable cost and had equally disappointing results for the several apartment apartments for sale.
A neighbor suggested advertising in The Columbia Spectator, published Monday through Friday by students at the University. Reasonably priced but our online component could not include pictures. We could include a website address but I have not yet created a separate blog for the apartment sale.
Through a visit to my podiatrist (you never know) and a conversation about one of the free papers widely distributed at subway stops, AM New York, we began advertising there. Again, the online component (hard to locate) could not include photos and it is primarily geared to house sales and large ads by realtors. Yet we did get some action from this as well as the Spectator.
Because many Chinese and Chinese-Americans live in Morningside Gardens, I've wanted to advertise to that community. A neighbor said she would help me translate an ad into Mandarin. But how would the potential buyer know that we only speak English? And this week the miracle of multi-culturalism in the Big City happened.
Jane from The Epoch Times called. She'd seen my ad in AM New York. Why not use her Chinese paper? Why not, indeed, I said but how not to frustrate callers thinking we were native Chinese speakers? No problem, she said, we'll run it in English! Signed up for a very reasonable one month. Jane was anxious to assure me that the paper had no connection with the Chinese government--like other Chinese publications sold here. Curious that she repeated this fact several times, a visit to their website confirmed what I suspected: it is an international Falun Gong newspaper. Oh well.
Meanwhile we have been impressed by the results from The New York Review on a small ad with color photo. Subscribers receive an issue before it goes on newsstands. Not knowing this we were surprised when the first call came, then a second. In the first week it has been out to subscribers, we've had four calls and three visits to see us. No other publication has produced anywhere near this.
I hear your questions. Craigslist? Couple of responders asked for more information, then nothing. Why not use a real estate agent? They have little to offer in this market. Four of them represent apartments for sale here in Morningside Gardens; none have sold. We decided that we could do a lot of advertising on our own and be more creative for less than the six per cent charged by realtors. Might change our minds later on. It is another kind of 12-step program.
We await our first offer...and possible attention from the non-Communist Chinese in New York. Ron and I feel prepared to give a workshop, "Selling Your Co-op on Your Own--Hows-Tos for Risk-Takers." Could we begin an a entirely new career path? Might there be relevance in our past employment doing co-therapy with couples and presenting workshops to as many as 100 people? More adventure lies ahead.
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