propertymarketingprint

Property Marketing Primer: Print

The cornerstone of real estate marketing is a good property marketing plan.  A well-positioned property marketing plan reduces a property’s days on the market and increases the sale price to owner.   The importance of property marketing is well established in real estate tradition and practice.

Exposure is key.  The goal of property marketing is to expose the listed property to as many potential buyers as possible.  If buyers are not aware of an available property, the home will stagger on the market.  A real estate listing agent’s goal is to provide as many offers as possible their client.

Many different methods are available to listing agents to promote their listings.  The Property Marketing Primers will address three common methods that agents use to promote their listings:  print, online and personal promotion.  The ideal property marketing plan will combine tools from each practice to promote the property while maintaining cost effectiveness of the marketing program.

Print promotion has been around for many years.  Print property marketing includes many different mediums.  The commonality arises in the fact that all of these methods require some type of physical print medium with property information featured.  Some of the most common print property marketing methods include the following:

Real Estate Flyers – flyers are often utilized to provide additional property details to a potential buyer.  Real estate flyers are produced by both listing and buyer’s agents in the course of their real estate business.  Flyers can be full-color professionally designed flyers or inexpensive duplications from a template or MLS system.  Real estate flyers are often effective placed on a listing in a box on the sign.  A free real estate flyer template is available on the PlatRat site.

Newspaper Advertising – most newspapers offer some type of real estate advertising.  Often, a newspaper offers special rates to real estate brokers or agents directly.  Newspaper ads are used to feature properties as well as advertise open houses that are upcoming.  Less frequently, newspapers offer editorial content that promote listings such as featured properties in the real estate section of the newspaper.

Specialty Publications – print guides such as a local real estate guide are specialty publications.  Large brokerages often print guides that feature their listings.  Some private companies service local markets and sell advertising space to local agents and brokers and consolidate these ads into a buyer’s guide.  Usually these guides are provided to the public for free at local cafes, grocery stores and professional offices.

Signage -it is still common practice to publicize listed properties with yard signs.  These signs provide notice to the public that a property is “for sale” and contact information to inquire about details.  Real estate flyers placed on the sign are also effective.  Note that signage is often regulated by local zoning or sign regulations and should be researched thoroughly.

Direct Mail – mailings to neighbors are often used by agents to promote listings.  Postcards are less expensive than letters and can be effective as they are immediately viewable to a reader without opening an envelope.  There are multiple services that offer geographically based mailings.  The intent of direct mail campaigns are to solicit neighbors for potential buyers as well as gain leads for future listings.

One additional benefit of property marketing is brand reinforcement for the listing agent.  When an agent utilizes property marketing to help publicize a listing, they are also reinforcing their personal brand to viewers of the property marketing materials.  This added benefit aids in name recognition for both the agent and the broker.

Print materials are important in a property marketing campaign.  Effective property marketing campaigns usually require multiple mediums.  Print, combined with online and personal promotion, work together to make an effective property marketing campaign and in-turn help sell properties.  Online property marketing is the subject of the next Property Marketing Primer.

Author:  TJ-Google+

 

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