Many estate agents subscribe to digital marketing without even considering the alternatives. Most advertisements centre on online formatting. SEO, blog posts, targeted banners all bring a lot to the table, without a doubt.
But, keeping up with digital marketing trends can be exhausting. While mastering new approaches can get you far, taking a step back may actually get you further, paradoxically.
That’s where good, old-fashioned print comes in. Print marketing has some benefits you could never get online. By complementing your digital marketing strategy with well-crafted print campaigns, you’ll make sure your message reaches every nook and cranny.
Home-Field Advantage
More and more people realise the importance of local business. Leverage it. Now is the best time to network within your community. You can reach people in your area through catalogues, flyers, posters, brochures, and postcards.
You can partner up with a local business that shares your target audience. If they ship packages, you can ask them to include your brochures. When there’s a crowded event in the area, make sure to set up a stand there.
Even though handing out informational packets all day can be exhausting, you can expect good ROI if you do it at the right place. While it’s surprising to some, many consumers still prefer brick and mortar stores. Print is the only way you can reach certain demographics.
A Bit Extra
The average consumer likes to receive special attention. Every now and then, send your potential or longtime clients something through the mailbox. Be sure to let them know how much you appreciate them.
Use the opportunity to remind them of upcoming specials, sales, and discounts. But, it’s important to strike a balance. You don’t want to overwhelm your clients with spam, but you want to let them know you appreciate their loyalty.
The best way to avoid being spammy is by sending them a gift. For instance, your thank you flier can include a gift certificate to a local candy store. Such a simple gesture can go a long way.
You also get to personalise and customise the mail. Does your longtime customer have a birthday coming up? Send them a card!
Their home-buying anniversary is another good occasion to send them mail. Personalisation goes far beyond just putting your client’s name on a piece of paper. Print can help you keep your business at the forefront of the customer’s mind.
They’ll think of you when a friend of theirs tells them they want to buy a house. Email just doesn’t have the emotional appeal of traditional mail. On top of that, direct mail has a considerable psychological effect on the consumer.
New Horizons
You’re not forced to choose one method over the other. Use print to reach corners you’re unable to get to through digital marketing. It will help you find an entirely new target market.
Not everyone is a big fan of tablets on smartphones. Many prefer magazines, newspapers, and physical books. Through digital marketing, you’re mostly able to reach the younger, tech-savvy population.
But, it’s the older, more mature demographic that has more money to spend. Many of them are offline, and so are the corporate professionals who don’t have enough free time to browse the internet for leisure.
Even though print costs money, it allows you to acquire the right customers. It’s a great solution if you want to cast a wider net. Your competition is likely relying on online mediums. Print allows you to be one step ahead.
Tips and Tricks
Some online tactics translate well to the offline world. Print marketing, just like digital, relies on textual content for its effectiveness. Keywords have a role to play on paper just as much as they do online.
You can include certain keywords to optimise your print. Using words like barn door, farmhouse sink, updated kitchen and natural are shown to decrease selling time.
Building a brand is essential. Interacting with consumers is a great way to strengthen your brand. You’d want to make sure that your print materials reflect what your brand is about.
Make sure your print incorporates your brand’s values. If you’re using more types of material, make sure they are consistent with your branding. Don’t forget to choose a complementary colour scheme.
Conclusion
A great entrepreneur uses all the tools at their disposal. Sometimes, thinking outside of the box means looking to ‘old-fashioned’ ways of doing business. Instead of competing in the saturated digital realm, try to redefine traditional mediums
