How Important Are Your Marketing Materials? Are They Good Enough?

Whether you are marketing luxury real estate or any other real estate, it is of paramount importance that your printed materials reflect your brand and the way you do business. On occasion, we have seen Xeroxed property flyers at open houses for potential buyers to take home. We have also seen these same flyers at broker’s opens, with the logic based on the erroneous assumption that brokers do not need to have the more expensive version. How can someone forget that these brokers are the ones who will hand them out to their clients?

 

Yesterday, we had a call from our local printer. He wanted us to come in for “press check”, and view the brochure he was printing for one of our clients. Our client is making a presentation to one of the largest hospitality companies on Friday.

 

A press check is to review the color and the saturation of the blacks and greys in the brochure. He also asked us if we had intended the photos to look brighter than they did on the test run. Yes, we did, and it was corrected on the spot. We were not happy with the paper he used, and decided instead to have him print on a lightweight cover stock. This required that the brochure is scored for perfect folding. If it is not scored, the paper will crack at the fold. This was an added minor cost. We felt that the weight of the cover stock would give the brochure a richer more professional feel, and well worth the expense.

 

Our printer has the latest digital equipment as well as ink presses. We are dealing with a caring person, who goes above and beyond what any web based printing company can do. Like us, he is detail oriented. It may be more expensive, however this is an investment in your brand and your future.

 

The devil is the details. It is the details that make or break marketing materials, whether it is an ad, a brochure, a postcard, a business card or the website. We cringe when we hear the words, “nobody will notice, or it is good enough!” Someone with a keen eye will. And the world will know that your brand of doing business is not exceptional. It is “good enough”, or “not bad!”

Written by Ron & Alexandra Seigel-

ABOUT:  Napa Consultants, International specializes in the art of local niche marketing in affluent communities and they are the leader in brand strategy for the luxury real estate industry.  Working exclusively with entrepreneurs and professionals who are passionate about gaining or sustaining market leadership, they help their clients become the breakaway brand in their marketplace.