News

Main article content

Print is dead, don’t you know? People have been telling us – stridently and repeatedly – for years that the entire industry is done for and the all-powerful Internet is the way of the future.

All we can say is, it’s looking awfully lively for a dead medium.

There’s no denying that the internet has changed the way real estate agents communicate with their buyers and vendors. Email newsletters, social media and SEO-optimised websites have become an everyday part of the marketing mix when it comes to selling property.

But as the internet has become a mass medium, it’s also started to command mass market prices. It’s hard to believe that not so long ago digital was considered the ‘cheap’ option. How times change! The increasing – some might say skyrocketing – costs of digital advertising mean that ever increasingly chunks of real estate marketing budgets are being allocated to digital, with traditional mass media – including print – feeling the squeeze.

Print’s role in the marketing mix has certainly changed. It’s now a niche product -but it still has a vital role to play.

Where Newlitho is currently finding great success is in the world of short-run magazines. We’ve actually launched four brand new mastheads this year, with more in the pipeline. Print is too expensive for a scattergun approach, but carefully targeted products like magazines work incredibly well as focused branding tools.

• Magazine’s with high production values help agents build strong brands
• The targeted distribution via office receptions, open homes and database mailouts make them an effective way to reach those living in your territories – where a significant number of potential buyers likely already live.
• They also reach a pool of qualified buyers because those receiving them are likely to be fully engaged in the buying process.
• The tactile appeal of print can never be underestimated. Stunning photography, quality copywriting, premium paper and eye-catching finishes like foil and embossing can make your magazine a standout item that people will keep long after they’ve closed their browsers.

It’s time to rethink how you use print to promote your listings. Wielded correctly, it can be a powerful tool for boosting brand awareness and attracting the right buyers.

How do you use print in your marketing campaigns?