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Making Your Marketing Sticks So Your Expensive Mailers Don't End Up In the Trash Can

By
Education & Training with Staged4more School of Home Staging

We hear the work "stick" fairly often in the marketing game, but what does that mean?

In the modern day world, we are all victims of information overload. There are flashing images and sounds blasting in our ears trying to get our attention. As a result, our attention span is significantly shorten. Therefore, your consumers probably will not remember your company the first time they see an advertisement about you. By general statistics, you need to consistently present your message at least 7-8 times before the consumer can recognize your branding.

AOL is a great real life example: one of AOL's huge success was their mailer. But what kind of mailer do you get? You didn't get just a piece of flimsy postcard where you can easily toss into your recycle bin, right? You get a CD that comes with instruction and is FREE to use and try out. It was easy for consumers. They received the info in their home and it's affordable. When dial-up was the thing, everyone pretty much has an AOL account. And they consistently sent you mailers, right? Because you will start getting familiar with their image. Even if you don't use AOL yourself, you know about them. You know what they are, and it's there if you need it.

"But I am a small business owner with limited budget, what can I do?"

Be creative. That's your answer.

You want to send your targeted list something it will take at least 5 seconds to process before they throw it away. Realtors get a LOT of mails, mostly JUNK. Your homeowners also get a LOT of junk mail. There are days where my entire mailbox's content just goes straight to the receycle bin. So it is very natural for people to read mail right next to their trash cans and just start tossing things in it. Sure you may have a very nicely printed expensive cardstock glossy flyer, no matter, trash. It might have slowed me down "woo, purrty" but no matter. I have already way too much papers in my life. I don't need one more on my desk. So send something that your consumers won't toss out. Remember, they are looking for a reason to toss your mailer out. So eliminate as many reasons as possible.

In my experiences working for fundraising sector of non profit organizations, here are a few things that work:

  • Pens: Statistically this is #1 and I find it very true. People LOVE pens. People always take them. People need them. People stick them everywhere. And they read them when they are bored.
  • Magnets: Statistically this is #2. It is very natural to put things on our fridges since it's where we go to it everyday (even if you eat take out everyday. You still need fridge. Where else you gonna put your Ben and Jerrys?) and we plaster our fridges with important reminders and personal pictures.
  • Flyer with good information: Instead of sending in a flyer, why not your newsletter with articles you have written on your areas of expertise? This is more likely to be kept by your target audience. And if they find it is helpful, they will forward on to others who need that info.
  • Coupons & free offers: Coupons is another way to slow down your avid tossers. Also this is a great way to track where your referral business comes. Remember, this is a scientific process. You need to know where your investment in mailers or advertising pay off (ROI).
  • Individual gifts: This works well if you have a small target list. It doesn't need to cost a lot, just your creativity. You can go to dollar store and get inexpensive items, such as pen: "Write your offer after staging got you multiple offers!" etc. and attach a personal note to your target.

Remember, marketing is not about YOU, it's about YOUR CUSTOMER: What can you do for them? What can they get out of this?

Here is what did not work (in my experience, you may have a different result):

  • Glossy brochures: it really has not been very effective in my experience. Remember, marketing doesn't mean it has to be expensive materials. The point is to introduce your products to your customers. We were bombarded with a lot expensive brochures. True, we flipped through them. But if you have 100 of them to flip through, chances are they go straight to recycle bin. It is also expensive to print.
  • DVDs: I still have many DVDs that "I meant to take time to watch but never gotten around to." And they have been on my shelves ever since.
  • Flyers that are about you: Remember don't get me wrong, this is great, you are introducing yourself to your target. But so is everyone else. Do something your competition is not doing. It's also not about you. It's about your customers. People constantly try to tell others how good they are, it doesn't really matter if I am your target customer. Because chances are I have heard similar things from your competition already. What can you do for ME?

Now you have got your foot in the door, you customer kept your marketing piece, what to do next?

TRACK YOUR RESULTS. Marketing is a scientific process.You need to find out what works for you what does not. If something is not working after a few tries, cut your losses and move on. You are much better off investing your available resources somewhere else that may come to fruition from it.

Consistency is KEY. Consistently follow up with them. Keller Williams have written about this in his book. You want to make you stick. When they think of staging, they think of you. When they think of #1 top producer in San Francisco they think of you. When they want flooring, they think of you. You want to be that first one to pop up in their heads. Starbucks may not have great coffee, but what do you think when you hear the word "coffee?" Starbucks. That's why I brought up AOL in the beginning. They are consistent and they deliver what you can use to your door.

Good luck!

 

Cheers,

Cindy @ Staged4more
We stage San Francisco Bay Area!
www.staged4more.com

Posted by

 


Cindy Lin, Founder + General Manager
Staged4more Home Staging & Redesigns
www.staged4more.com
Direct: 650-293-7458
Office: 650-589-8875

As featured and seen on HGTV, San Francisco Chronicle, San Mateo County Times, CBS 5 News, Forbes.com, Examiner.com and many other notable presses and publications.

Proud winner of Sam Walton Emerging Entrepreneur Award, Make Mine A Million, CSP Green Business of the Year and finalists to Innovator of the Year, Stager of the Year Awards from Real Estate Staging Association.

*PSSSS... Want a little saintly help? Check out our sister company EcoJoe, the Original Eco-Friendly St Joseph Home Selling Kit www.ecojoekits.com ; www.facebook.com/ecojoe

Comments (40)

Harper Team
J Rockcliff Realtors - San Ramon, CA

I'm going to start selling pens! Just kidding.

My brother, Craig, worked for the company that developed that AOL campaign way back when. Did I mention he was VP of Marketing? He also started two direct marketing companies. Do I feel blessed, you bet. He's in the other room right now cranking out another brochure.

I get to relax and read good posts like yours!

Why do I always have to type POMEGRANATE???? Is Matt mad at me?

Dec 30, 2006 01:41 PM
Cindy Lin
Staged4more School of Home Staging - South San Francisco, CA
Host, The Home Staging Show podcast
Anthony -- Good tip about obnoxious color, I will have to remember that next time I order. You are right on making contacts with your sphere of influence. It's much better to make a warm or semi-warm call than a completely cold one.

Impressive iMage-- I love your idea about memorable postcards! Too bad I have not seen many that have been particularly too memorable for me.

Jim & Maria
-- Right on on no ordinary postcards. You are not ordinary, why should your marketing be?

Steve -- Really great idea about GCs. I have thought of that myself. It's just the potential costs have stopped me.

Loreena -- I have to tell you, magnet calendar sticks. I have been staring at this strange man's face for 5 years ever since my mother has put it on her fridge. BUT, I still won't be able to tell you what his name is. If I see in the supermarket I may know him. I am very glad that you used something different instead. This way it's much more memorable. Let me know how it turns out!

Maureen -- thanks for the tip on Quickbooks. Which reminds me that I need to get it!

Rick & Ines -- It's difficult but it's doable. Your tracking result may not be precise, since it is difficult to track small items like pens. While it is unlikely to actually number every single pen and piece of memo paper with your name on it and keep track of it, you can use something that can be turned back to you to track it. For example, hand out a coupon along with your marketing piece when you do your mailers. (This is a little bit of work but if you can solicit help of your local college kid who is eager to pad his/hers resume as a intern, that would be great) Use an unique code for the coupon and write down whom you hand it to. Even if the coupon comes back and whoever redeemed it wasn't the person you initially talk to, you can write a thank you note to the person you initially talk to to thank him/her a referral. Now you have made 2 contacts! Or maybe you can do something like only handing out pink pens for Open Houses and green ones for broker's tour. This way you may be able to track which marketing efforts were more worthwhile.
Others, any ideas?

Monika -- Hey Monika, I did baseball calender as well when I first started as a Realtor. It didn't get very good response. It dawned on me -- I might have sent him Giants' schedule but he is a A's man. Or the homeowner hates baseball. It also occured to me die-hard fans who would want the schedule, chances are they already bought season tickets and already have a copy of the schedule stuck on their fridge... Just a thought.

The Harper Team -- :) You should be nice to your brother ;) It's probably getting more difficult for AOL now since broadband is so prevelant?

THANKS FOR EVERYONE'S GENEROUS KIND WORDS & SUPPORT! If  you have any more marketing tips, please share!!!

I love to help each other grow each other's businesses!

Cheers,

Cindy @ Staged4more
www.staged4more.com
Dec 30, 2006 02:14 PM
Randy L. Prothero
eXp Realty - Hollister, MO
Missouri REALTOR, (808) 384-5645

Excellent Post!

Very well thought out and extremely helpful information.  I love fridge magnets.  I have gone on listing appointments to see my magnet on the fridge that one of my other clients gave them.

One the glossy, I have to go with my heart if it isn't glossy I have to go to a textured text stock.  After many years in the printing business, I have to go professional.

Aloha to all and have a Hauoli Makahiki Hou  (Happy New Year in Hawaiian)

Dec 30, 2006 05:01 PM
Sharon Simms
Coastal Properties Group International - Christie's International - Saint Petersburg, FL
St. Petersburg FL - CRS CIPS CLHMS RSPS

Cindy, I agree with almost all of your points. When you say, under glossy brochures, that they don't have to be expensive, I feel that all of your marketing materials must represent the quality of your property and the quality of your team (whichever is higher). Even with pen giveaways - be sure they're a decent quality - i.e., don't get ink all over you, work properly, etc.

Your branding is everywhere. Be consistent with it. 

Dec 30, 2006 10:20 PM
Diane Bell, Hilton Head Real Estate, Bluffton
Charter 1 Real Estate, Hilton Head, Bluffton, SC - Hilton Head Island, SC

Cindy, I agree with your perspective about DVD's.  Interestingly enough, they are a concept that I thought would be far more successful.  When was the last time someone sent you a DVD that you actually played.  Of course, if it was one that I specifically requested, that would probably be a different story.  Thanks for sharing a well-thought out message.

 

Dec 30, 2006 11:03 PM
Phyllis Pafumi
ReStyled to Sell Home Staging New Jersey - Old Bridge, NJ
ReStyled to Sell Staging Homes NJ

Hey Cindy

this is excellent info...I hate that most of my stuff probably winded up in the trash, but you have to go for it anyway..Some one mentioned to me about doing a business card that is also a CD, have you heard of that?? He said you could put a little commercial on it and the cost is about $1.00 for each.

Do you really think the pen idea works? I have been putting this one off for about 6 mnths now. Someone in my business group keeps pushing them..What about packets of seeds? I was not sure about the magnets because as stagers we are always telling people to remove stuff off their fridges, do you think that would be a conflict of interests?? All these questions, sorry...but thanks for all the good info...

Phyllis Pafumi

Dec 30, 2006 11:11 PM
John Sygowski
PRUDENTIAL Holley Properties - Navarre, FL

   Hey Cindy,

Good food for thought.  I've been trying different marketing ideas for quite awhile. But I often wonder how much time and money I waste with ineffective marketing?  I can't tell you how many times I've been called to a previous Buyer's home to list it and catch a glimpse of another agent's calendar on the refrigerator.  I have a friend who works in advertising and marketing; He suggests sending better quality marketing product. These of course are more expensive, but if you target good prospects, it should pay off.

Have a safe and happy New Year.

Dec 31, 2006 12:37 AM
James Frazier
James Frazier Personal Development Coach - Rockford, IL

I find it interesting that I have toured umpteen open houses in the last few months and only one realtor gave away pens. I, of course, am trying to target Realtors so I would have kept whatever they gave out-cards, pens, flyers, first born children (just kidding), etc. But I was most impressed by this team due to their going the extra step of providing pens which I believe helped them get people to fill out their lead sheet. You sort of felt obligated since you were taking their high quality pen. An interesting experiment would be to count the number of times in a day you use a pen and then count how many times you actually looked at the writing on it or noticed the quality of the writing.

Dec 31, 2006 01:59 AM
Tony and Suzanne Marriott, Associate Brokers
Serving the Greater Phoenix and Scottsdale Metropolitan Area - Scottsdale, AZ
Haven Express @ Keller Williams Arizona Realty
We are getting out of the print marketing business "almost" entirely.  The cost of this marketing approach was reinforced by the arrival of the Annual CRS directory (print version) that every one of the 40,000 plus CRS designees receives.  It's the size of a large phone book.  And all the information in it appears online at www.crs.com
Dec 31, 2006 02:43 AM
Jessica Hughes
Ambiance Staging - Boulder, CO

Cindy,

I'm kind of over pens, I think they're overused. However, all things being equal (a pen costs about the same as a postcard) the pen will always be a more effective marketing tool.

I was thinking that since we have a much smaller demographic to market to (realtors) it might be more cost effective to buy something nicer that will stand out.  If you buy a $10 desk clock and give it to 100 agents (or agents and their secretaries) it might be more effective than sending 5 .10c postcards (+ .40c postage) to 400 realtors.  Same expenditure of $1,000.

I was looking at this novelty clock.  It is environmentally friendly, runs on water, is cute and has the fun factor. A company sticker could easily be added to the front.  Hey I'm sure if a bunch of us ordered something like this together we could get a bulk discount.  I've often gotten wholesale prices when ordering bulk direct from the manufacturer.  I also thought of doing a multi-tool, a keychain flashlight, or a calculator with my logo on it.

Dec 31, 2006 03:10 AM
Jeff Dowler, CRS
eXp Realty of California, Inc. - Carlsbad, CA
The Southern California Relocation Dude

Great post, Cindy, with some good ideas. As you so aptly point out, it's all about the potential customer. They will always ask - WIIFM? And you have to be able to measure your ROI.

Agree with you, Tony. Just got my book too - incredibly how big this thing is...and I never use it but go right to the site. However, at the board meeting for the SoCal chapter in November, I learned that of the 17 attendees, 14 of them go to the book rather than to the site. Amazing, in this day and age.

Dec 31, 2006 03:34 AM
Ken Spencer
Buckeye, AZ
for Verrado, Buckeye, Sundance

Cindy:

This is an excellent post.  Very good ideas.  I think the branding with AOL has been very successful and if that can be transferred to what we do in our small business, it can add to our success for sure.

Ken

Dec 31, 2006 03:50 AM
William Collins
ERA Queen City Realty - Scotch Plains, NJ
Property and Asset Management

Cindy,

Thanks for the post. I could agree with you more on the what does and doesn't work. I never understood how high end brochures at open houses translated in to a sale!

Dec 31, 2006 04:27 AM
Cindy Lin
Staged4more School of Home Staging - South San Francisco, CA
Host, The Home Staging Show podcast
Randy -- I agree, you have to go professional!

Sharon -- I agree that you have to represent quality, the things you give away should be professional. However, as a small business owner starting out or on a tight budget, it may be difficult to send out high quality glossy and color cardstock mailers. If someone doesn't have enough budget, I would recommend to send out something that is consistent with the branding, as well as be professional. That is the bottom line.

Diane -- That is a very good point, if your customer requests it, send it. But most of the time I find DVDs are not very useful since people actually have to take the time to sit down and watch it. But it's good to have it just to cover the bases.

Phyllis -- I have heard about such business card that is also a CD. I like the novelty idea behind it and the possibility of people talking about it. But I have to wonder, how many people actually opened it? And how easy it is to file into the business card organizer? Maybe if you attched information such as current marketing trends and useful info that may prompt your audience to more likely to open it?

I think the pen ideas work, because I put both out at my client's open houses, and pens always run out before business cards do. I haven't printed magnets, but if I have, I would give it to my realtor clients, not my homeowner clients. I would also not put my magnets on my staged homes, because it will be too distracting, and that's not in our job description to distract home buyers! ;) As of packets of seed, I would assume you want to write a personal note attach to it like "let's plant the seed for a beautiful working relationship" or something like that? Then it's creative and memorable.

John -- Start tracking your marketing and see how customers respond. Marketing is a bit of science, as I learned in my fund-raising experiences. I was shocked when I first learned about it then it made a lot of sense. Non profits don't have a lot of money to spend, so every cent needs to be tracked to ensure max ROI on each investment. Don't be discouraged by another agent's calendar. You are in their house, right? That's the first step. Also look if the calendar is outdated (because most people's I have seen are. We just really want to keep the magnet for fridge posting.), if so, say is like you are Pierce Brosnan "Oh I notice your calendar is outdated, here have a fresh one." Remove the other agent's and put your up ;) The point is make yourself memorable to your seller. Someone else's face may be on their fridge, but they called you into their home, didn't they? This will be a great time to impress your sellers with a quality marketing piece. Sellers want to be WOWed because they need you to do that for their listings.

James -- First born children may be costly to keep! ;) Out of those Realtors and only one provided something extra? That's the one you want to work with, because they will believe in going extra mile for their clients i.e. providing more value added services for their clients.

Tony -- I SECOND THAT! I have tried newspaper ads, they were just costly and were not effective at all. All the calls I have received are "How do I become a stager?" "Would you like to get some janitorial services?" Prints are so out of date now and un-environmental friendly. Internet is also much easier in terms of searching for the one you want instead of sitting in front of a giant book and flip through pages trying to find the one small print. However, print books do tone your arm muscles ;)

Jessica -- Pens ARE overused, but still everyone loves to take some free pens.  And it's true, between my business card & pens, I rather hand out my pen because it's more useful. It's also must less likely to be tossed. I think if you have the marketing budget for sending $10 desk clocks, by all means do it! But I will probably reserve those for your VIPs or broker targets. Brokers tend to refer services to their team members, sometimes simply because they don't know who they would call and your desk clock looks nice. The other thing I have thought of doing is hand sanitizer, but the cost is too high.

William -- I also don't think glossy color brochures sell your listings. But it seems like everyone with a $1 million listing is doing that, so it's like a hidden rule?

THANKS AGAIN FOR ALL YOUR KIND CONTRIBUTIONS! KEEP THEM COMING!

Cheers,

Cindy @ Staged4more
www.staged4more.com
Dec 31, 2006 05:06 AM
Stefan Scholl
Buyer's Broker of Northern Michigan, LLC - Petoskey, MI
Northern Michigan Real Estate

Cindy,

Thanks for your post.  I have been considering a mailer, but am leaning towards a newspaper insert, which is very cheap in my market.  I will use your suggestions and some of the comments here to tailor my message.   Happy New Year!

Dec 31, 2006 06:52 AM
Monica Hubert
Kiefer Realty - Ocala, FL

Cindy,

My Team and I have been hashing this very question around the past few weeks and this post was very helpful for me. Thanks a bunch for sharing your ideas! 

 

Dec 31, 2006 07:15 AM
John Novak
Keller Williams Realty The Marketplace - Las Vegas, NV
Henderson, Las Vegas and Summerlin Real Estate
Excellent differentiation between consumer-centric and agent-centric marketing. Coupons and free offers give you a little extra marketing -- both with the business offering the discount, and your target market.
Dec 31, 2006 10:07 AM
Judy Kincaid
Tampa, FL

Cindy---These are some great ideas and you have been writing some terrific blogs lately.  I am learning so much from you.  I would love to hear your ideas on a designing a business card that someone would be compelled to hold on to for future reference.

Jan 01, 2007 03:45 AM
Paul Jungwirth
Northern Lakes Realty - Eagle River, WI

Cindy, Thank You for the excellent post. After reading the post I ordered my first batch of Magnetic business cards. I've been thinking of putting my nickname on them....people seem to remember me by my nickname better than my given name.

 Good Luck!

 Paul "Bruiser" Jungwirth

Jan 02, 2007 08:17 AM
Gina Dougherty
Fusion Design Consulting - Redondo Beach, CA
Home Staging Redondo Beach, CA- FusionDesignConsulting.com

Cindy, the pens really are a great idea, they definitely will be used (and read) rather than tossed out.  They can be an important component to any marketing campaign. 

As consistency is also a key part I think the postcards w/information are still a great way to get your name out there too.  We need several components to keep it fresh and to prevent burnout from the recipients. 

Grocery notepads are another good tool that I always keep and use especially if they have a magnet on the back.  I would prefer if these didn't have the agents face on them though as Loreena points out.  But a nice Home Staging logo would look good anywhere ;-)

Jan 02, 2007 04:49 PM