Are you hiding your brand under a bushel

So...you've now stopped all this unnecessary newspaper advertising. What's next

Well, for many it's nothing, and estate agents across the country are rubbing their hands with glee. No more of that messing around sending ads to that dreary local newspaper, only to then get no response a whole week later.

And saving all that money now, too. More to spend on another website property portal, perhaps. Not so fast!

We all agree that one or two big portals are going to bring you the business you think you want, and quickly, but advice from many experts now is to diversify with the meagre marketing budget you have left and spend wisely.

Estate agents and property professionals generally have little experience in marketing, as this was not particularly important in the good old days of print advertising. They also forgot how to network with each other, and, more importantly the wider business community.

Investment in your own website is still important. Online blogs and newsletters to the community in which you work is one low-cost way of communicating your message, along with all the other social media opportunities that stem from this platform.

But hang on: you originally invested a lot of money in that lovely brand - the one that stands proudly outside properties in your for sale/let boards.

You should now get your brand out there in some glorious, innovative ways. A good start is to demand more of your local publications; after all, you have been supporting them for decades. Failing that, start your own small monthly or quarterly, or support a new magazine initiative.

Numerous multi-office London estate agents have started, or are planning to start their own glossy monthly magazines, and adding great bought in' content for interest. This is a brilliant way of communicating to potential vendors how seriously you take your business and how beautiful their home might look if they were lucky enough to appear in your magazine.

Of course, that part is a ruse. The whole point of advertising on hoardings, magazines, banners, football shirts and other sponsorship placements is to show yourself off. You're paying for it, so your brand should be the main focus of any promotion.

Some of the more imaginative agents are already harnessing these opportunities all the while their competitors are still paying out not insignificant amounts each week to keep their ill-advised promises to clients that they will advertise their property in the paper. The best agents I know are satisfying, indeed encouraging, the local public's thirst for interesting advertising content. They are publishing articles within their advertising pages about a wide variety of property-related topics. All this creates the impression locally that your company is the expert'.

Why not also try a stylish new look' with some expensive looking' artwork. This will cost relatively little, and will instantly create some distinction between what you offer and what your dull competitors are still doing over multiple boring pages.

An over-reliance on the internet to solve all your needs is dangerous, and also looks very boring for those of us who still prefer see your fabulous properties over some glossy pages.

Visit www.portfoliopublications.co.uk and view our presentation video to learn more

*Lynne Edwards is Managing Director Portfolio Publications Ltd