Using Print Marketing - A Plan

There are a vast number of different types of print marketing available to real estate agents today.  But many of them have become less and less effective, while often the costs associated with them have gone up.  In my area, the thick glossy real estate magazines of 2004 are now down to just 10 to 20 pages and our return on costs is very poor.  I've discontinued advertising in magazines.  

The real estate section of the local newspaper has also shrunk considerably while prices have increased considerably.  I don't pay to directly advertise in the newspaper, but we do use some of their on-line marketing which they then use in the real estate section of the Sunday paper.  However, I don't consider this to be an active print campaign.  What I have found effective in our market are open house ads.  These seem to generate good activity and for those that prefer to go to open houses, the paper is the medium they prefer.  Currently, there is no single good resource for open houses on line in my market.  (This may be a good opportunity for some tech minded start up.)

One type of print marketing that doesn't seem to be going away any time soon are business cards.  These are still used just about universally by all.  

I also use an assortment of different types of flyers, whether it's for displays in the home, brochure boxes or to advertise open houses.  These are typically generated in-house at low cost.  Some of my marketing budget does go to mailing open house flyers with a letter to neighbors of the property to be held open.

Next comes what I think is one of the most promising types of marketing in the print medium, postcards.  There's an almost infinite variety available to agents to consider.  Many people utilize the 'just listed', 'just sold' types of cards whenever they list or sell a home.  My personal experience with these are limited when sending to individual areas where I don't have a strong presence with regular listings and sales.  

My plans for the future are to utilize postcard marketing in those areas where I have a strong presence (or wish to build a strong presence).  Also commonly referred to as a farm area.  For these areas I will be sending out just listed, just sold cards as well as monthly cards to make my name common as the local market experts.  The additional cards will have any noteworthy events coming up, a short market analysis and a link to my web site for more in-depth information.  I don't expect any instant results from this type of campaign, but over the long run I think this type of print marketing can be a real good generator for listings in my areas of preference.