Print Marketing

Media has many layers, types and distribution methods but the end result is the same; to create awareness of the listing and trigger an action on behalf of the buyer. Traditional methods of marketing have been around for decades. These include billboards, newspaper ads and print materials.

Print marketing to focus on:

Even though a good chunk of our time is spent staring into a digital screens these days, print marketing puts your property directly in the hands of buyers. If you take the correct approach to print marketing it will make the purchase seem professional to a buyer, which increases the perceived value.

The key aspect to great marketing materials starts with the photographs and the graphic design. This is usually where a professional Real Estate Broker steps in. Whether you choose to use a great Broker or not, you will need to stage, photograph and then design some great marketing assets. This includes digital ad graphics and print materials.

We will discuss how to take great photographs later in this chapter. For now, let’s focus on the marketing materials you should design and print for your property.

Print Assets

If you only create one graphic, create a letter paper sized flyer. This will allow you to print the graphic from any home office printer. The graphic should include one featured image, usually of the front exterior, with two or three highlight images.

Be sure to include an engaging description, the asking price, location, property details and the contact information to schedule a showing or submit an offer. It’s also important to include a section or separate page with financing options to show buyer’s different down payments and monthly payments.

If you do not have much experience with creating engaging professional quality graphics it would be best to hire someone to help you. Start by compiling the important information on a piece of paper or word document. The information can then be given to a graphic designer who can take the pictures and information and send you a finalized design ready for printing. Make sure the designer is fully aware of the size and use of the image. Print images differ from digital assets and usually have a much higher resolution and additional borders to allow the printer to cut to the specified dimensions.

Tip: Find a reasonably priced printer near you or go to gotprint.com due to their rates. We also offer marketing materials at shop.wearerealty.com.

Print Advertising

Creating the graphics is just half the battle with print marketing. The most important aspect is the ability to get these materials in the hands of potential buyers.

Print advertising is a quick way to get your message in front of a lot of potential buyers but it comes with a cost. Postcards, magazine ads and new paper ads each have a different cost. In general, magazine ads usually require a multiple month commitment in order to make them affordable. Doing print advertising correctly involves a method that uses a few different, strategically created and deployed print pieces that get in front of your buyer.

The higher end promotional items for the property, such as custom made brochures and remarkable invitations are necessary for luxury listings, while the average listing might need postcards, flyers and a sign.

Pay attention to what the market expects and look for ways to improve it. Strategic local print advertising can be effective if done correctly. Full-page ads can be purchased in local weekly magazines and newspapers or external footers can put your brand on the cover. Make sure to choose a brand that you see in local stores and time the ads with an open house to help increase the exposure of the listing.

Remarkable print materials in the hands of a potential buyer will help them continuously think of the property, even after they’ve viewed it. Consider getting creative and giving a copy of large architectural drawings to serious buyers during their property showing, it will stick in their mind and sway their decision to pull out their checkbook.