Why Print Marketing Leaves a Lasting Impression: The Science Behind It
In today’s fast-paced digital world, it’s easy to assume that online marketing reigns supreme. With information just a click away, many real estate professionals rely solely on digital ads, emails, and social media posts to reach potential clients. But while digital marketing has its place, science shows that print marketing can leave a more powerful and lasting impression. So, why does print still matter in the digital age? Let’s dive into the research to understand how print marketing can benefit your real estate business.
Tactile Engagement and Memory Retention
One of the primary reasons print marketing is so effective is its physical nature. People don't just see a print piece—they experience it. A study by Canada Post and TrueImpact revealed that direct mail (print) required 21% less cognitive effort to process than digital ads, which means consumers can engage with print more easily. As a result, direct mail led to a 70% higher brand recall compared to digital alternatives.
Another key finding comes from Temple University's neuromarketing research, which used MRI brain scans to measure the impact of print versus digital media. The study found that print materials activated brain areas associated with memory and emotions more strongly, making the experience of handling a printed ad or brochure not only memorable but emotionally resonant.
In short, print sticks with your clients longer because it connects with both their hands and their minds.
Emotional Impact and Credibility
Print marketing has the ability to engage emotions more deeply than digital ads, leading to a stronger emotional connection with your audience. A Millward Brown study found that print materials trigger more intense emotional responses than digital formats. Why? The tactile nature of holding a high-quality printed postcard, brochure, or magazine creates a sense of ownership and value.
Clients are more likely to trust your message when they experience it through print. In fact, a study by Two Sides North America showed that 56% of consumers trust print marketing more than digital. There’s something inherently credible about a tangible piece of marketing, which can be an essential factor in the high-trust, relationship-driven world of real estate.
Print Faces Less Competition and Promotes Deeper Engagement
In the digital realm, competition for attention is fierce. Ads are quickly scrolled past, and email open rates are notoriously low. But print marketing operates in a different space with less competition. Think about the mail you receive—how often do you immediately notice a well-designed postcard or magazine among the bills and junk mail?
A printed piece commands attention because it’s not competing with endless digital content. Studies have shown that consumers spend more time with print marketing than they do with digital ads. With fewer distractions, your message is more likely to sink in, allowing for deeper engagement and a more focused connection with your brand.
Print Has a Longer Shelf Life and Better Recall
Another critical advantage of print marketing is its longevity. Emails and digital ads disappear as soon as they are closed or scrolled past, but printed materials often stay in your client’s home for weeks or even months.
For example, my company produces personally branded magazines, and we’ve found that over 80% of recipients display these magazines on coffee or kitchen tables. Even more compelling, 20% of recipients keep their issues for 10 weeks or more. When it comes to long-term brand recall, print simply outperforms digital.
A broader Journal of Advertising Research study found similar results: people are far more likely to remember something they see and read in print than what they encounter online. Even if they don’t keep the print piece forever, the impact lasts much longer than a fleeting digital impression.
Credibility and Trust
In real estate, building trust is key to forming strong, lasting client relationships. According to a Marketing Sherpa study, 82% of consumers trust print ads (in newspapers and magazines), while only 39% trust online ads. In a field where trust and credibility are essential, print marketing allows you to position your brand as more professional, trustworthy, and reliable.
The Bottom Line for Real Estate Professionals
For real estate professionals, the science is clear—print marketing leaves a stronger and longer-lasting impression on consumers than digital marketing. From its ability to evoke emotional connections to its power in building trust and credibility, print materials can help you stand out in a crowded market.
That’s not to say you should abandon your digital strategy. Rather, print and digital marketing work best when used together. While digital ads can increase your online presence, print marketing delivers the emotional engagement and recall needed to solidify client relationships and drive referrals.
If you’re looking to differentiate your real estate business, consider making print a key part of your marketing toolkit. Science shows that your clients—and your bottom line—will thank you for it.
Team up with a great mortgage lender in your area to create co-branded pieces. This can help potentially off-set some of the cost. If you would like to talk more, and are in Washington state, please reach out to Trish Cole mortgage advisor NMLS 120968 Trish.Cole@vu.com.
PugetSoundVALoans.com. (253)617-6200. 10514 156th St E, Suite 104, Puyallup, WA 98374. Veterans United Home Loans is a VA approved Lender; Not endorsed or sponsored by the Dept. of Veterans Affairs or any govt. agency. NMLS #1907 (nmlsconsumeraccess.org) Equal Opportunity Lender.
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