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Print is having something of a renaissance, particularly when it comes to prestige marketing. More and more real estate agencies are grasping the value of high quality brochures, folders and pre-listing kits when it comes to winning and keeping clients.

Email marketing, social media and apps can appear cheaper and more immediate ways to convey a message and promote your brand. They definitely have their place, but there are certain occasions when digital marketing just can’t compete with a tangible, thoughtful piece of print. 

Quality printed products are worth the money. Done right, they can give you serious bang for your marketing buck.

Conscious vs. unconscious reading 

People frequently go online first when researching a product or property. They make a conscious decision to sit down and do the research – switch on the computer or tablet, navigate to realestate.com.au, and then scroll through the listings.

If a brochure is sitting quietly on a table, people will casually pick it up and flip through. That’s an unconscious decision; it’s easy to consume the information, so they start doing it without even really thinking about it.

Reading on a tablet or computer requires slightly more forward planning. It’s a great starting point, but later on when people are weighing up their choices, printed material becomes a useful reference that they’ll keep going back to. And a great piece of print engages and entertains, sometimes when people aren’t expecting it.

Lasting impressions

Emails and tweets are great in the moment, but easily lost and forgotten among the online noise. A quality price of print is something that people will hang onto – it sits on the coffee table or bookshelf until, down the line, they pick it up again and are rereminded of your brand and services. It’s a form of passive marketing that helps keep your brand top of mind. And print doesn’t only include magazines and flyers – think about items like bookmarks, business cards, and calendars. People will reuse and refer back to these products, being reminded of your brand each time they do.

Perception of quality

High quality printed items that make use of techniques like thicker paper, foiling, and spot UV look and feel expensive, adding weight and prestige to your brand. They demonstrate that a certain amount of thought and effort has been put into the item. Print marketing is a seriously effective way of differentiating yourself from your competitors and making a genuine connection with your customers. 

Appeal of the personal

Print marketing pieces can be handed directly to a customer, lending a personal touch that digital marketing lacks. And variable data printing allows you to personalise a print product with a person’s name, or by changing other elements. Receiving a print item unique to you is different than getting a mass email with your name copied and pasted in; it’s powerful because customers recognise that it takes more effort to customise print than digital. It means that the customer walks away feeling special. 

Print stands apart

People are constantly bombarded with emails, tweets, Facebook notifications, and other digital marketing messages. In this environment, print isn’t used anywhere near as often – so when it arrives it makes an impact. Digital communication is so common thats its perceived value is quite low. Print can deliver a message far more powerfully because those who receive it are more likely to pay attention. Printed communication carries a lot of weight; online messaging can seem lightweight in comparison. 

How do you use print marketing to make an impact and sell your services?