I love to read responses in the Q & A section of ActiveRain. One question we can always count on seeing frequently is about print marketing in the newspaper. Of course, the majority of responses are negative.
That response always brings a smile to my face, and I hope that my local competitors continue to feel that same negativity. We have heard the statement that “all real estate is local.”
In my area, there is one office that provides a full page, but their inventory is 90% from outside our area! There’s one agent who also has a full page, and she’s from “our” office. This agent was a past partner of mine and decided to go on her own.
She gets business from it and understands the importance of being visible to all. This newspaper is mailed to all homes and businesses in my town. My name is branded more than any other in town for real estate, and the majority of our listings are Franklin listings. Branding is important, and it takes time as well as consistent marketing. The newspaper complements that branding!!!
The bottom line is not to make quick judgments about an “old school” method that continues to work well, “unless you’ve used it properly.” If the cost exceeds your budget, that’s an entirely different reason for not using it.
Price is an important factor. When the cost of stamps increase, the brakes go on for many direct mail participants. They either stop completely or reduce the number of postcards. Neither is reasonable. A reduced number decreases the “chance” of hitting a homeowner who needs your service. Yes, just as with everything else in real estate marketing, it’s a game of chance.
If you mail to 100 homes from a group of 7,700, what’s the chance of hitting a winner? That mailing is a loser!!
Make it Large and Do it Often. You can’t help but win, no matter what the method may be.