How many of you know where all your leads come from? Do you track them? Do you ask people how they heard about you? I've mentioned this before and I'll say it again now... ALWAYS know where your leads come from. That's STEP #1 in lead conversion. If you know where the leads are pouring in from, you know where to funnel your marketing efforts and dollars. Get rid of what doesn't work. Believe me... doing things just to appease your seller is a waste of money and telling them so will earn you their respect.
Picture it like this: You're in the middle of a listing appointment and the seller asks you, "Will you put my home in the newspaper?". You know for a fact that putting their home in the newspaper will not generate a call and has not generated a call for you in the last several years.
You have two options here:
Tell them that you will definitely put their home in the newspaper, spend the money, post the ad, knowing you'll never get a call from it but...