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How can the modern agent use print marketing to their advantage?

Over the last 10 years, so much has changed within the marketing sector, including the surge of mobile use, the way we work and the different tools available to us. 

Technology has taken over and digital marketing has become an increasingly popular option for a lot of companies.

We’re not saying there’s anything wrong with digital marketing, in fact, it is a valuable tool and we thoroughly recommend businesses to adopt a digital marketing strategy alongside their other marketing activities.

The marketing mix

The ‘marketing mix’ principle states that all businesses should have a mixture of marketing tactics implemented.  

This brings stability to your marketing, and enables people to see your business through multiple formats, allowing you to reach various different types of people within your target audience.

Can print marketing work for estate agents?

It certainly can - if used in the right way. You need to start with some key objectives before building a strategy such as:

- Who do you want to get in front of? Consider your target audience, who they are, what they like and what they do.

- What is the purpose of your campaign? Can you work with any USPs in your business?

- What are your goals? How you would like the consumer to take action? Can you offer something different?

Once you have considered the above, you can start to build a coherent print marketing strategy.

Types of print marketing

Print marketing is no longer just about bread and butter products; A5 flyers, business cards, stationery, signage etc. These are your core items and essential to your marketing and brand uniformity.

However, you can get so much more creative with print marketing now - fabric stands instead of roller banners; scratch cards or unique shapes instead of the standard paper sizes; Spot UV, embossing or foil finishes instead of ink. 

You could maybe even consider a backdrop exhibition display stand for your office to create a wow factor for members of the public.

Designing printed material

There are a lot of ‘dos and don’ts’ of the print marketing world; from your choice of paper size and weight, to the actual design.

The right imagery and call to action for your flyers will help you get a positive response from your printed marketing campaign.

The results

Not sure if it will work? We have a host of estate agent clients who have seen a tangible return on their investment. 

In comparison to digital marketing, where a click doesn’t necessarily generate a phone call, we have seen quite easily how many calls come through as a result of fresh leaflet marketing efforts. 

A current client, a franchisee of the Whitegates brand, spent approximately £600 on their first campaign with us. This initial flyer distribution generated 50 enquiries for property valuations from just 5000 leaflets. 

*Jacob Hazeldine is Sales Manager at Mr Flyer

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