4 Print Marketing Lessons From The Real Estate Pros
by Blair Cariss
We have a few real estate agents on our books. They like to print. A lot. So we naturally love having them as clients. The thing that we’ve noticed is all of them are running really successful businesses. The other thing we’ve wondered is why so many other businesses don’t do what they do? There’s a load of things they get oh so right that you can easily do in your business.
1. Build Your List and Collect client data
The first thing the real estate agents do as you attend an open for inspection is take down your details. Simple to do and a follow-up phone call or email will determine if you’re a legitimate lead for them. You may not be a prospect now but you may be in the future.
Make sure your business is capturing the details of prospective and existing customers wherever you can. Even if they are not ready to buy, you need to be top of mind when they do.
2. Stay In Touch
To state the obvious the above data that you’ve collected is useless unless you stay in touch. Newsletters are used by real estate agents as they allow them to spruik about how awesome their sales have been with case studies, stats and general market information.
Touching base with those not on your database is crucial too. We print thousands upon thousands of inexpensive postcards for real estate agents. They letterdrop all over their local areas, you know the ones, offering free appraisals etc. If you’re not in the market to sell your home, sure you bin it, but when the time comes to sell your home and one of those little cards hits your letterbox. Who will you call first?
3. Look the part
Luxury cars and sleek suits are the stereotype of most real estate agents. This is all about making a great first impression. They not only look the part but it is backed up by consistent and professional branding. You won’t see a photocopied flyer or brochure as you enter a property. Every effort has been made to build credibility with professionally branded print materials. They aren’t afraid to cross sell to you either often handing out booklets of all the other properties they have on the market.
For your business the same principles apply. And I don’t mean going out and buying yourself a new Ferrari. Think about how your business comes across to potential customers, from your brochure design and promotional catalogues to your website and customer service.
4. Put a face to the name
Real estate agents aren’t afraid to put their faces out there - billboards, newspapers and even their business cards. Research has shown that people connect on an emotional level with human faces. This can be done in many ways depending on what suits your business. I let people learn about me predominantly through this newsletter but also on my website and LinkedIn page. People do business with people at the end of the day. And you are a big part of what your brand stands for so don’t be afraid to put yourself out there.