Technology has taken modern marketing to leaps and bounds, but there are still remnants of traditional marketing practices that continue to gain headway and one of them is print marketing.
Even with technology bringing in more new and innovative tools, one can get confused with these new tools and resources in order to achieve optimal return on investments.
The real estate industry is not one to back down in facing the call and demands of the changing times and markets.
Print marketing continues to be an effective marketing tool in the real estate industry and has since been one of the most popular methods still in use and embraced by many, if not all, real estate agencies.
The visuals and formats may have changed to blend with the times, but the foundations and objectives still remain the same.
Here are some of the best print material strategies you can use to optimise your real estate marketing campaigns;
Trending promotional keywords
If you think that this would only apply to SEO, then you are dead wrong. Using trending keywords for your print materials is no different from using the same set of keywords for your digital copy.
Optimising your keyword usage to promote your brand or your listings in print gives you the edge when marketing offline.
For instance, using keywords such as updated kitchen, large windows, natural light, reinforced concrete, rustic wood, and antique materials have appealed to buyers resulting in reduced selling time and increased closing prices.
High-quality images
Having crisp and high-resolution images can surely catch the attention of even the most discriminating and picky buyers. Creative, well-angled, and sharp pictures of the interior and exterior of the property can move people to check it out.
Make sure to take a lot of pictures, that way, you may be able to pick out the best photos that you want to showcase for your property listings.
Promote your brand
Whether you are into digital or print marketing, branding is a vital element in marketing. So, when preparing your print marketing materials, be sure that your aim for brand awareness must be pronounced and compelling.
Each time your material interacts with a client is an opportunity to define and reinforce your brand- one that will associate you as a trusted and experienced real estate agent.
When promoting your brand, make sure that you are specific with your brand values, develop a logo that strongly represents your brand identity, choose a striking colour scheme, and stay consistent in your branding across all channels.
Know your market
Branding and marketing efforts need to be carefully supported by client and market research.
Create a buyer persona to help you focus on your target audience. Develop a profile using age, gender, marital status, cultural background, and financial standing.
Send a clear message
Always be clear with your messages. Be straight and specific with no fanfare or fluff.
When preparing your print materials, make sure to include the following;
- Complete property address with all abbreviations spelled out to avoid ambiguity
- Specific viewing dates and times
- Complete contact information
- Sample images of the property
Use a font size that is generally visible, especially with the visually-impaired, to make it more readable. Use contrasting colours and make sure to arrange all visuals in a logical whole so it would look organised and orderly.
Combine digital elements when needed
You can always take advantage of cross-channel marketing to maximise coverage and increase your market reach.
Examples of cross-channel marketing include;
- Distributing catalogs of the physical property to email subscribers
- Adding your website, email address, or social media handle in your printed materials
- Using QR codes on brochures for conversion tracking
Make functional printed materials to give out
You can give make printed door hangers, pens, notepads, desk pen holders, printed mouse pads, printed mugs, printed wall calendars, and so much more. There is a lot of novelty yet functional promotional items that can help profoundly with your marketing campaigns.