It's about making the phone ring.....not spreading the love.... if it makes the phone ring, it should be done....if new agents are not understanding, they need a lesson on survival of the fittest....

Brokers are smart to promote the agents who are generating profits. New agents have to earn the recognition.

The broker can and should do what is best for his business.  No doubt there is a strategy here.  Either show off his best people or these people have earned their place.  If it is just cronism them maybe the other agents ought to move on.  But maybe they ought to work hard and earn a spot.

Unless there is a specific reason, like achieving a sales award or new certification, we would say it is showing preferential treatment and should be avoided.

What is a newspaper? I vaguely remember the term. Oh, now I remember, every weekend they used to have page, after page, after page of tiny and expensive ads for open houses - - followed by page, after page, after page of incredibly expensive ads from car dealers.

Sure, and do this because the consumer is impressed? Think again...

I would assume the other agents would not appreciate it.  Also who puts any kind of ad in a newspaper?

In my market it would be a Broker wasting their money.

It seems that the broker would be spending money foolishly, I would rather see a broker take those agents out for a nice meal and let them know how valuable they are to him/her. Money well spent.

A confusing question.

90% of real estate agents would agree print advertising is dead. 

So, is this a bone being thrown to the diva or have we been lied to? Are people reading newspapers and being persuaded by the real estate information they find?

I would advise newbies to avoid brokers who resort to such archaic practices. But we all know, the business model of the broker has little to do with the way agents are treated.

There is a certain amount of favoritism with agents that bring in the most $ for a variety of reasons.  But advertising that is above and beyond.  Bad pollitics in my opinion as it will alienate others, as you may be pointing out!

What does fair have to do with anything.  This is a cutthroat business of produce or starve.  Those agents probably directly or indirectly paid for the ad.  If you want to be in the newspaper draw up an ad, go down to the newspaper, put up some cash and you are in the newspaper.

A couple of local Agencies put "Top Seller" & "Top Lister" as well as "New Agent" photos in the newspaper as a reward.

That's fine with me!

It's still done here, it's a recognition perk to keep the high producers from jumping ship to another brokerage. Whatever works!

The couple of brokerages that still do this in our area view it as a way to recognize their agents who are producing at a certain level of excellence.  They start at ONE million in sales so any new agent could achieve that and be recognized!

We use to do that. Broker and agents would each kick in $25- $50.00 each, and do a joint ad promoting agents, and / or listings.

Hi David - an age-old practice.  If you want to get "known" in the market, it takes money to make money.  I wouldn't rely on my broker to do it for me when I can likely do my own PR on my own and  in a more effective way.

David Barr I like Roy Kelley's answer. This used to be done all the time in my area.

David - I have seen this tactic by brokers, who are typically promoting their top producers. I don't see anything wrong with this, as long as everyone knows and understands the policy or criteria it takes to be included in the newspaper ad.

David Barr - personally I do not like print ads - however, if broker is recovering cost from these agents, it may be just fine.

I don't see anything with that.  We promote our agents, with post cards and newsletters.

Is it because of production or to recognize them for something special? My broker used to do it every month announcing the top producers for that month. they also had a newbie category.

I think the agents like the recognition. While it's an antiquated style of advertising, there's still a thrill about seeing your name and photo in print in a newspaper. 

Many companies do this but agents have to earn their way into the ads by being top sales, top listing or just joined the company.  As long as the criteria is known and adhered to and the same for all it is fine. 

Some new agents are intimidated and Jealous some see success as a goal.  The brokers promoting the best agents can set up negative competition or it can inspire.   Cant always worry about what you cant control.

As Barbara Todaro stated, anything that gets the phone to ring could be used in any marketing campaign.

The only thing we put in our local paper is open house ads. If we want to tout our agents of the month or year, we do it on social media. FAR bigger audience.

I would pack up and move before sundown.

Sounds like every area is different.  We still do print advertising and the Top Producers did get a nice ad in the local paper....All the other brokerages do the same thing.  My friends and past clients noticed it and congratulated me.  Office also posted it on facebook.  It's smart and just another touch with possible sellers who tend to read this newspaper.  I had a listing featured in the San Francisco Chronicle last year.  Several people came to the open house either holding the article in their hand or mentioning it.  It surprised me and made me realize that print  isn't dead yet - even in high tech Bay Area.

They should create consistent and fair system.  It could be a theme like the top lister, most transactions written, or top closer of the month.

I do not have an issue with it. These top producers are earning money for the broker. It is a win/win. The agents benefit from a great brand and the brand benefits from great agents in the community

Sure it's "fair." It gives those new agents an incentive and a goal. 

They do it here all the time. 1) who still reads the paper 2) know how much money is wasted 3) nice lining of the bird cage.

Why not?  The advertisement is unlikely to cause anyone to call that agent, but the agent can use it in a listing or buyer presentation to promote her/himself . National commercial brokers do it often for their top agents.

it seems like a pretty standard and successful practice new agents should look at this is a goal for the future becoming valuable enough for their broker to promote them