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Your brand is arguably your business’s most valuable intangible asset. A strong brand means more listings; a weak one means that your agency becomes one of many jostling for attention in a crowded market.

So how does one go about building a strong brand? One proven tactic is print marketing.

Print offers a unique opportunity to engage your vendors on their own terms, on a more personal level.

Digital is overwhelming

Consumers are increasingly overwhelmed by the deluge of digital marketing they’re subjected to every day, from endless emails to intrusive banner ads. Print offers a unique opportunity to engage your vendors on their own terms, on a more personal level.

Print is the answer

Here are six compelling reasons for your real estate brand to embrace the many opportunities that print marketing offers.

• Physical interactions with advertisements increase the reader’s brand perception by 41%. Quality perception increases by 20%, while intent to purchase increases by 24%.
• Excessive digital messaging is referred to as ‘brand fatigue.’ Consumers who are overwhelmed by emails, posts, and low quality digital content develop negative associations with a brand.
• According to Neilson, print advertisements in newspapers (60%) and magazines (58%) are the most trusted form of advertising after television commercials (63%). Just 42% of consumers trust online banner ads.
• Although millennials are heavy digital consumers, they still display high levels of trust in print advertising.
• Print design that encourages consumers to touch the advertisement – for example, shiny foiled highlights or textured paper – helps create an even stronger positive impression of the brand. Touching an ad increases the belief that a brand is sincere and honest by 41%.
• Print improves comprehension. 84% of people better understand and retain information consumed in print format. 79% find print more enjoyable to read than digital.

What does this mean for real estate brands?

Digital advertising clearly has its place, but strong and memorable brands understand that using print is a surefire way to build trust and integrity.

Given all of the above, imagine what kind of impression an agent can make on a potential vendor when they walk into the living room with a tactile, high-end printed listing presentation. Any vendor looking for a trustworthy professional to sell their property will sit up and take notice.

How does your agency use print marketing to build your brand?