In the telephone survey, only those who had either bought or sold a property in the past year, or had visited a showhouse in the past three months were interviewed. Over 10,500 calls were made by the research house, Axis Market Research, in order to identify 320 qualified respondents.
Nearly 60% of the respondents put the Property Guide
top of the options in terms of providing information about show houses.
The Property Guide
is carried inside every copy of the Sunday Tribune
and respondents voted convenience, ease of availability and “up-to-date” with the latest information as major strengths of the publication. Other reasons for preferring the Sunday Tribune Property Guide
included that it has the biggest and best selection of properties and has a good selection of adverts from private sellers.
With two tabloid supplements and running at an average of 108 pages a week, respondents also prefer the format of the Guide
, saying it has larger print and bigger ads than its rivals.
“We conducted the survey among the broader market and not just our readers,” says Sales Manager: Property and Motoring, Dave Asher, “because we wanted to hear criticisms as well as praise.”
“Unlike our competitors which are available as stand-alone products for free, being part of the newspaper came out as one of our strengths, mainly for the distribution, credibility and assurance that they aren't getting outdated information,” says Asher.
“Respondents wanted more help finding what they were looking for in our publication so we've introduced a wrap-around cover which carries an index of all properties advertised in both supplements. The index is arranged using three different methods; the first is an index of all advertisers within the property supplements, the second is an index of all the showhouses for the week listed by price, and the third is an area guide of all the properties advertised. Buyers can refer to the guide after seeing show boards, or just look at advertisements in the area or price range they're interested in.”
“We're also improving our online presence,” says Asher. “The survey showed that 60% of respondents access the internet within a week, 74% of those using the internet had looked for property.”
“Our aim is that by the end of this year every property advertiser in all our titles, including the Sunday Tribune
, will get free online exposure on www.iol.co.za
, our online partners and one of the countries busiest websites measured by page impressions.“
Twenty-four percent of those questioned had bought and sold in the past 12 months, while 26% had sold only and 35% had been buyers. Eighty-five percent were looking at buying or selling a primary residence, while 8% were into the rent market and the balance were interested in holiday homes, commercial property, retirement homes and land.
Half of the respondents read every issue of the Property Guide
and 75% read the Sunday Tribune
, while 70% had bought or sold through their properties through estate agents.