Print marketing is alive and kicking – for estate agents!
With over 55 million UK residents owning a smartphone and having access to the internet, it wouldn’t be illogical to assume print-based marketing is out. But estate agents can benefit from offline marketing campaigns more than most.
This quick post is to explain why estate agents should be sticking with offline marketing and how they can use online marketing to make their offline materials more effective.
Why should estate agents still use print marketing?
Unlike other businesses, estate agencies concentrate their target market in restricted geographical locations. As they only rent or sell properties in certain postcodes, print-based marketing can be more beneficial to an estate agent than it can to other businesses that target clients from multiple locations. So, if you are an estate agent that believes offline marketing is dead, think again because it’s certainly alive for you.
Offline marketing such as flyers and posters can be handed out or put up in the areas where you are most active, going straight for your target market based on demographics in the same way that a social media advert works online.
The additional benefits of using print-based marketing are:
- Print-based marketing continues to recycle itself as the recipient is repeatedly exposed to the message, such as when they first receive it, when they find it in their pocket again and then when they see it the following day on the dining room table
- Print-based marketing materials can go further than one recipient. The recipient could pass it on to a family member or leave it somewhere where it is seen by another person
- Print-based materials aren’t as easily ignored or “deleted” like some online marketing strategies
Digital marketing can make print marketing successful
Professional online marketing services include clever methods and research to make them more effective. For example, some online marketing strategies identify your target market’s age, job title, gender, postcode and more so only people likely to be interested will see your advert.
And you can use the same data to drive your offline marketing campaigns.
For example, if your most successful online campaigns have been targeting females from a certain postcode, you may decide to hand out your leaflets outside of nearby locations where more females attend, such as a female-only gym in that area. Using information from successful online campaigns can increase the chances of offline marketing success. It’s all about using the data wisely.
Modernising print-based marketing
Print-based marketing can now be modernised to combine with your website through the inclusion of QR codes. Flyers, posters and even business cards can include a QR code.
A QR code is a type of barcode that can be scanned with a smartphone and send the smartphone user to a specific web page. Thus, QR codes are a sophisticated way of bridging the gap between online and offline marketing, while also increasing your number of website visitors.
But remember the basics
QR codes may be adding a new twist to offline marketing materials, but that doesn’t give you license to forget the basics. Your print-based marketing still needs to follow some golden rules.
One of those rules is to create materials that align with your branding. Creating consistency between your website, online marketing and offline marketing will maintain your business’s identity and professionalism and help to build trust with buyers and sellers alike.
Offline marketing services for estate agents
The WEBPRO Estate team includes dedicated marketing and graphic design experts who have been working in the property industry for years. Our team are on hand to provide tailormade offline marketing content for your estate agency. From flyers and posters with QR codes to business cards, we do it all.
Contact our team to discuss your estate agency’s offline marketing vision!
Recap: Print-based marketing is often assumed to be dead and buried, but there are still benefits of using offline marketing materials, especially if you drive print-based campaigns using data from successful online marketing strategies. Estate agents serving local communities may be able to cash in on offline marketing more than most and simultaneously increase website visitors through QR codes. Just remember to get the basics right when creating print-based marketing materials, such as consistency in your branding.
P.S. Did you know that WEBPRO Estate has in-house marketing experts and branding gurus to assist with your estate agency’s print-based marketing and business materials.
