Print Marketing

Print Marketing for Residential Income Properties

Introduction
Print marketing may seem old-fashioned in the digital age, but it remains a vital and effective tool for selling residential income properties. Print materials provide tangible, professional assets that buyers can hold onto and revisit, keeping your property top-of-mind long after a showing or interaction. When executed well, print marketing enhances the perceived value of the property and positions you as a polished, professional real estate expert.

In this lesson, we’ll cover the essential print assets you need, strategies for distribution, and how to leverage the resources available to you, including marketing@wearerealty.com and the WE ARE REALTY system for templates and custom graphics.

The Importance of Print Marketing in Real Estate

Despite the dominance of digital screens, print marketing:

1. Creates a Lasting Impression: Buyers are more likely to remember a beautifully designed flyer or brochure than a fleeting digital ad.
2. Communicates Professionalism: High-quality materials demonstrate your expertise and the value of the property.
3. Targets Local Buyers: Print materials like postcards and signage reach buyers in the immediate area who might not be browsing online.

Essential Print Assets for Residential Income Properties

1. Flyers

Flyers are the foundation of print marketing and should always be included in your marketing strategy.

• Key Features:
  • One featured image (front exterior or a key selling point).
  • Two to three highlight images.
  • An engaging description, asking price, property details, and your contact information.
  • Financing options to help buyers visualize affordability.
• Practical Tip: Create letter-sized flyers for easy printing at home or a local office store.

2. Postcards

Postcards are ideal for reaching local buyers and investors.

• Use bold, eye-catching visuals and concise text to capture attention.
• Include a call-to-action (e.g., “Join us for an open house this weekend”).
• Distribute through direct mail to target neighborhoods or investor lists.

3. Property Handouts

Custom property brochures or handouts can elevate your marketing for higher-end listings.

• Include floor plans, unit breakdowns, and detailed financial information (e.g., income potential, expenses, and ROI).
• Use premium materials to make a lasting impression.

4. Signage

Signage is a tried-and-true method of driving local interest in a property.

• For Sale Signs: Use high-quality, durable signage with your branding and contact details.
• Open House Riders: Attach a rider to your main sign advertising upcoming showings or open house events.
• Bandit Signs: Small directional signs pointing to the property from main roads can increase foot traffic.

5. Folders and Pamphlets

Presenting buyers with a professional folder containing all property information demonstrates your thoroughness and professionalism.

• Include brochures, financing options, and a personalized letter for serious buyers.

6. Architectural Drawings and Floor Plans

For multi-unit or luxury properties, providing printed architectural drawings or floor plans during showings can leave a lasting impression on buyers and investors.

Creating Professional-Quality Print Materials

Step 1: Gather Information and Assets

• Compile all relevant details about the property, including:
  • Key features and amenities.
  • Financial data (income potential, expenses, ROI).
  • High-resolution photographs and videos.

Step 2: Work with a Graphic Designer or Use Templates

• If you lack graphic design experience, request custom graphics through marketing@wearerealty.com or message the marketing team directly in the WE ARE REALTY system.
• Alternatively, use pre-designed templates available in the WE ARE REALTY system for quick, professional results.

Step 3: Printing and Distribution

• Use a local printer or an online service like gotprint.com for affordable, high-quality printing.
• For luxury listings, invest in premium materials and finishes to enhance the perceived value.

Strategic Print Advertising

Print marketing doesn’t end with creating materials; you need a plan to distribute them effectively:

1. Local Advertising

• Place flyers and postcards in high-traffic areas, such as cafes, community centers, or local businesses.
• Advertise in local magazines, newspapers, or community newsletters.

2. Open House Materials

• Ensure every visitor leaves an open house with a flyer, brochure, or handout detailing the property.
• Use branded folders to organize materials for a polished presentation.

3. Direct Mail Campaigns

• Send postcards or flyers to targeted mailing lists, including local neighborhoods, previous clients, or investor contacts.
• Time your mailings to coincide with open houses or new price adjustments.

4. Event Invitations

• For high-value properties, create custom invitations for broker tours, open houses, or property showcases.

Case Study: Maximizing Print Marketing for a Multi-Unit Property

Scenario: You are selling a 10-unit residential income property in a desirable neighborhood.

Approach:

1. Create Materials:

   • Professional flyers with financial highlights (e.g., rent roll, cap rate).
   • Postcards for local mailers featuring aerial drone photography.
   • High-end brochures with floor plans and income potential details.

2. Distribute Strategically:

   • Mail postcards to nearby investors and real estate agents.
   • Use flyers and handouts at the open house.
   • Place signage with directional bandit signs leading to the property.

Result: A coordinated print campaign generates strong local interest, leading to multiple offers and a competitive sale price.

Leveraging WE ARE REALTY Resources

1. Custom Graphics: Email marketing@wearerealty.com or message the marketing team in the WE ARE REALTY system to request professional, custom-designed materials.
2. Templates: Access ready-to-use templates for flyers, postcards, and other materials in the WE ARE REALTY system.
3. Guidance: Use the expertise of the WE ARE REALTY marketing team to refine your print strategy and create standout materials.

Conclusion

Print marketing plays a vital role in residential income property sales by combining professionalism, creativity, and strategic distribution. With the right materials—flyers, postcards, signage, and more—you can make a lasting impression on potential buyers and enhance the perceived value of the property. By leveraging tools like WE ARE REALTY’s custom graphics and templates, you can create high-quality assets that elevate your marketing campaign.

Next Steps: Use the WE ARE REALTY system to create your first flyer or postcard for a hypothetical property. In the next lesson, we’ll dive into the specifics of digital marketing and how it complements your print efforts.