Marketing is vital in any industry, but there are very few professions that require as much engagement with it as real estate outside of those in marketing roles. That's because sales is all about marketing, lead generation, and cultivating relationships. A big part of that is setting up a wide net approach to finding customers. That means being on top of new digital marketing methods and the technologies that support them while doing your best to produce high quality work in legacy advertising channels that are still very popular.
Among all these resources, nothing is as important to your ability to scale marketing efforts as an informative brochure or flyer that directs customers to the right resources for future information. If designed correctly, the same document can be used online and off, in direct mailers, and adapted for bill postings in appropriate venues. That's a lot of exposure opportunities for one design.
Not all real estate brochure templates are built with that versatility, though, and there are also good reasons to design documents to a specific purpose. Either way, effective print ads are essential to your success and easy to adapt to your digital marketing efforts for further use.
Establishing Your Name With Print Coverage
Print marketing is especially important for new agents, despite the industry's emphasis on high tech tools like customized apps and email lists. For many customers, the path to those digital resources runs through your brochures, flyers, and billboards. Flyers for new real estate agents need to convey a few important details, since you can't rely on name recognition yet:
• Your role, whether it is a buyer's agent, seller's agent, or both
• The broker or realty company you work under
• The property types you specialize in
• Your coverage area
• Contact information, preferably both email and phone
• Your website address
Additional information is always helpful, but be wary of loading up too much data without enough clear communication. Adding a Twitter or Facebook profile is often a good move, but if you have a page of nothing but contact methods, prospective customers might get lost in it instead of identifying the clear path to more information they need. You can help avoid this by messaging around each of those pieces of contact information to provide context for the action.
• Follow on Twitter for news and market updates
• Get on the mailing list for regular updates
• Call today for help selling property
• Download the app to browse current listings
All of the above action lines are useful to initiate engagement, and they also help customers sort out which method of contact suits their purposes at this time. That empowers them, making it easier to act.
Measuring Your Success
Each of your print ads should have a single clear goal, whether it's conversions to the email list, initial contacts via phone and email, or social media followings. By tracking the increase in those actions through your communication channels, you're better able to see when a new piece of real estate advertising has had a significant impact. From there, it's easier to decide which ones to run again and which ones to retire in favor of new designs.
