Print advertising should be one ingredient among many when it comes to your overarching marketing strategy. Think of it like flour in a cake; it’s not the sole ingredient in the cake, but it would be noticeable (and much less fluffy and delicious) if you were to leave it out completely.
Use Print to Get Noticed During the Buyer’s Journey
So how should pint marketing be integrated into your overall marketing approach? To answer this, we must first know your “Buyer’s Journey,” or the steps that potential buyers take before they become actual buyers. There are typically 5 steps in a Buyer’s Journey:
Print marketing is a crucial component in the first 2 steps – Awareness and Consideration of your services. This is especially important for older generations which may prefer print materials over online materials.
In the Awareness phase, your main goal is to get people to realize that you exist! You can’t become someone’s agent without them knowing you are an option in the first place.
Getting your name out can be tricky for new agents who are just making their way into the market. This is compounded by the fact that 41% of people choose their agents based on a referral by friends or family, according to the National Association of Realtors (NAR). Another 26% simply use the same agent with whom they have previously worked. So, if you’ve never sold a house before (or have only completed a handful of transactions) you may be wondering how you’re supposed to get your foot in the door.
We should also keep in mind the Consideration phase.
Even for the established realtor, consideration is key in converting a potential lead into a bona fide client. The good news is that Consideration can go hand-in-hand with Awareness in your print marketing.
In addition to generating awareness of your services, your print materials should convince readers to give you a chance. For example, a newsletter that summarizes your quarterly performance not only tells readers that you exist but also why they should choose you. Let’s look at our previous examples again and see how we can incorporate Consideration into the material.
- Sending “Just Sold” or “Coming Soon” postcards that include the number of days on market (if it sold quickly) and selling price (if it sold over asking).
- Creating a pamphlet detailing current market trends. Make your pamphlet extra compelling by focusing on a specific city or neighborhood. Be sure to include one or two quotes or reviews from former clients, if you have any!
- Sending a newsletter with your quarterly statistics, as well as your current take on the market. This shows readers that you’re up-to-date on market trends.
- Handing out business cards. These should include links or QR codes to your personal website and/or your social media channels.
Of course, as we mentioned before, the print marketing tactic works best in conjunction with other strategies. In the same way, you probably don’t prefer a flourless cake, you also don’t want to eat flour all on its own. Combine your print advertising plan with other forms of marketing (including a robust online presence, and cohesive brand identity, for example) for the best results.