Positive Signs For Building Market
DATE: 25 September 2008
Property Directory Growth Shows Positive Signs For Building Market
The growth of
Auckland’s specialised building and property services
directory shows underlying strength in the property market,
despite the downturn in property sales.
Cervin Publishing’s Property Services directory has grown 80 pages (20%), benefiting from its close relationship with the building and property market and responsive marketing strategy in what is a difficult environment. While Property Services has grown, a competing publication Yellow Front Door has experienced a decline.
Cervin Publishing attributes its success to its small business culture, to the more competitive building and property market environment, and to its value for money targeted rather than mass market distribution.
“As a small local business we are both more responsive and accessible to our advertisers and book users. We work alongside and build relationships with our advertisers in ways a large corporate can’t” says Dr Carmel Cervin, General Manager of Cervin Publishing.
The silver lining in the market downturn is that tradespeople are now hunting for work, giving property owners the ability to shop around for the best service and quote.
“As our directory meets the needs of property owners/managers and businesses presenting a professional image, the more competitive market is helping the growth of Property Services” says Dr Carmel Cervin.
“And for advertisers, our significant targeted audience provides far greater value for dollar advertising than mass market advertising,” says Dr Carmel Cervin.
With 70,000 thousand Property Service books printed to date, Cervin has targeted frequent book users in three sectors – commercial businesses, high-end domestic homeowners, and the property and building industry.
Property Services is on sale at Placemakers, was at the Auckland Home Show and is now the building industry’s “black book”, in the glovebox of vans across Auckland.
“The old-fashioned telephone book is falling out of favour because it tries to be all things to all people. By being specialised our directory is far more useful to consumers than the generic Yellow Pages”.
“With over 18 years experience in industry directories, we know how to deliver a quality resource to consumers and advertisers and we are delighted with the property industry’s response to Property Services,” says Dr Carmel Cervin.
Cervin Publishing, a local 100% NZ owned business, is a specialist in industry tailored directories, having published market leading health and education directories for more than 18 years.