The real estate industry is not for the weak, and anyone working in the industry will tell you so. As a real estate agent, you have to work hard to build your clientele and your brand. For a real estate agent to be successful, it requires the efforts of networking, digital marketing, and print marketing. Print and digital go hand-in-hand for full coverage. Some may think print is dead, however print marketing still has a place in the high-tech age we live in. In fact, here are five reasons why print has a permanent place in real estate marketing materials.
Realtor Marketing Materials: Combining Print and Digital
There is no denying that a real estate agent needs both digital and print marketing strategies. Most would assume that digital has taken over and print is no longer needed, however that could not be farther from the truth. In real estate, you are catering to several different audiences and needs. If you’re not using print marketing along with your digital efforts to promote your services and properties, you’re missing out on a lot of opportunities.
Higher Conversion Rates
Did you know that print advertisements see up to 80 percent of consumers responding? This is compared to digital advertisements that see a 45 percent click-through rate (CTR). This means print advertisements have more influence on buying decisions. Real estate customers are more likely to reach out to an agent after seeing a brochure or receiving a free promotional item, than to reach out when seeing a Facebook post or PPC ad.
Related: 8 Ways to Measure Print Advertising ROI
Building Trust
In the real estate industry, most transactions are completed as a result of a relationship among agents, buyers, and sellers where trust is necessary. That being said, 82 percent of buyers trust print channels when making a purchasing decision. Something about seeing a tangible advertisement for a brand, creates a sense of validity for users.
Better Recall
Up to 84 percent of Americans are able to recall a company’s name when they have received an item with the organization’s logo. Real estate is no stranger to promotional products, however most real estate brokers and agents do not use these assets to their fullest advantage.
Breaking Through the Noise
While the digital world continues to explode, users are inundated with ads constantly and most are beginning to experience what is being called “digital ad blindness” or “banner blindness.” This means viewers are over-exposed to ads and as a result, they become oblivious to them and ads fail to make an impression. Print marketing materials cut through the noise of digital ads and grab the attention of consumers just by being printed.
Print Real Estate Marketing Materials to Invest In
Business Cards
Take it back to basics – but make it unique. You always want to have business cards on hand in case of making the right connection or attending a networking event. Handing out unique business cards is a way to boost sales, keep people from trashing the cards, and also create meaningful business connections that create long-term value.
Related: Unique Business Card Ideas
Promo Products
Promotional products, like pens, notebooks, tumblers, koozies, keychains (and so much more), can be branded with broker logos, agent name and contact information, and then handed out at open houses, community events, local businesses, etc. – the possibilities are only limited by your imagination.
Branded Folders / Brochures / Flyers
A printed brochure or flyer is the perfect opportunity to disseminate a lot of important information in just a few seconds of interaction. Especially if they are held inside a branded folder. Brochures and flyers can be referred to later, when the consumer has time to give it the attention it needs, resulting in greater interaction with the material and greater chance of lead conversion.
Direct Mail
Direct mail has been a staple for decades as far as effective real estate marketing materials. Consumers find a personal connection with opening mail, more personal than opening an email. Direct mail has a higher open rate of up to 90 percent, while email is only 20 to 30 percent.
Most importantly, marketing mailers are an effective way of building and raising awareness for your brand. The design, content focus, and message of your direct mail pieces are critical if you want your brand to be effective when seen by your target audience.
Related: How to Optimize Direct Mail for Conversions
Signage
Don’t forget to maximize your opportunity to advertise with indoor and outdoor signage. Real estate agents can use signs in customers’ yards to promote the property for sale, or for an open house. Real estate agents can also utilize signage at community events where they may have a booth or table set up as a vendor.
Real Results for Real Estate
There are numerous ways for real estate brokers and agents to maximize their reach and build brand awareness. Ironmark has been helping brands grow their business through print marketing for over 60 years – we can help you, too. We take care of it all, from ideation to design to production and delivery. Contact us to see how we can help you create print marketing materials and grow your business through marketing strategy.
