Why “Old School” Marketing Might Become New Again
The commercial real estate industry is fiercely competitive. Business and property owners are more informed than ever before – often performing extensive research online prior to contacting a broker. That’s the new world that we live in, and it demands a bold approach to building your brand and client base.
This rapidly changing landscape has led to a laser focus by real estate professionals utilizing social media and digital advertising in a way we have never seen before. As a result, the internet is flooded with similar tactics making it increasingly difficult to stand out.
Enter old school marketing 101 – print. While your competitors have their eyes glued to computer screens thinking of new ways to increase online visibility, you could be grabbing market share with a combination of a smart digital strategy and good old fashioned print advertising.
Reinforcing Your Brand
One of the primary goals for all advertising is to make you and your company name memorable – and in the process, generating business opportunities. You brand your letterhead. You put your logo on your office door. Your social media pages are set up under or tied directly to your branded company name and so forth.
Introducing the right physical communications can also help set you apart. Whether through an odd sized envelope, a high-end postcard or quarterly newsletter that features industry trends – the more distinct you can be, the better. Unique packaging makes a tremendous difference. Show your personality.
The New Hybrid
Signs, bound presentations, and other more common resources all still play a role in our industry. Yet, today’s technology makes it easier than ever to put a new spin on these old hat methods. As emerging tech methods continue to develop, their interaction with print media will as well. This creates countless possibilities to connect to clients, present and future.
Authenticity is Your Greatest Advantage
It’s important to keep in mind that despite all the different ways there are to communicate, you are still interacting with people. Delivering meaningful and relatable content to your audience is critical. Also, remember there is only one of you in this world, so make sure what you are sharing speaks to your strengths – authenticity is your greatest business advantage.
A Winning Strategy
Technology has and will continue to dramatically change how we advertise and promote ourselves. Investing time, energy, and resources – thinking extensively about your digital strategy must be a top priority.
However, don’t ignore that splash of bold print and its potential impact on your business. A more balanced approach to your online and print communication plan will only help increase your overall visibility in the marketplace.