It’s a fact. We are living in a digital age. Advancing technology and the Internet have transformed activities like reading, learning, communicating, selling, and marketing. Does this transition mean that print marketing is no longer effective? Should property management companies solely focus on online marketing strategy? While I’m a huge supporter of online marketing methods, I also see the value of including print marketing pieces in your overall marketing strategy. Here are a few reasons why…
Routine – We all still get important information by mail: legal notices, bills, invitations, and cards from friends. We routinely go through our mail and handle each piece as we try to differentiate between what is important and what is junk mail.
Focus – It is easier to focus on direct mail pieces because there is less overall “noise” in our mailbox than there is in our email inbox or web experience. In the Internet world, we get bombarded with unimportant emails and flashing banner ads that compete for our attention.
Professionalism – A good print marketing piece elevates your level of professionalism, which in turn helps you earn trust and respect. It also reinforces your company brand and provides “savable” information that can be easily referenced.
Access – You don’t need permission to send direct mail; email marketing is a permission-based marketing channel. If you are looking to grow your business, you may need to market your property management company to people you don’t have permission to email.
Memorable – As a former teacher, I understand the value of using multi-sensory experiences to enhance learning and memory. A well-done print marketing piece engages the recipient visually, through touch, and through physical action. If you really want to get creative, you can incorporate auditory into the mix as well…
Print marketing includes more than direct mail. It encompasses business cards, brochures, letterhead, publications, advertisements, and even invoices, financial statements, and reports. A good print marketing strategy requires discernment, connectivity, and creativity.
There are costs involved in producing quality print marketing pieces for your property management company. You probably need to pay a designer to create custom graphics and/or layout; hire a photographer or purchase impactful stock images; and cover the costs for printing and distribution. For this reason, you need to use print marketing strategically to accomplish specific goals AND you need to incorporate a way to track results. This requires discernment. Here are some “filters” you can use to decide whether print marketing is a good option or not.
- How big is the list? You should only send mail to targeted lists of people who are qualified through criteria that make them good potential recipients. The list of criteria might include geographic area, interest in expanding a portfolio, members of a particular investment group or organization, etc.
- Will it remain relevant for a while? To get good pricing, you may need to order print materials in larger quantities. You want to make sure that the printed information is not likely to become obsolete before you are able to distribute most or all of the materials.
- Does it serve a clear and specific purpose? Make sure you take time to identify the reason you are producing a print marketing piece, and evaluate it at every step of the process to keep that specific goal in mind. Make sure the RECIPIENT will understand how to respond; you need to use well-crafted messaging and a clear call-to-action.
When you evaluate marketing your property management business through print media, make sure you incorporate it into an already cohesive marketing strategy. All of your marketing efforts need to be connected. They need to complement and integrate with one another.
- Print marketing materials should reference your online “properties” like your company website and social media accounts.
- The messaging and branding should coordinate with existing materials.
- Decide how you want people to respond to your call-to-action, and incorporate ways to track responses. For instance, you can use call tracking to count phone-in responses, or create a custom landing page to track web-based responses.
Perhaps the most important factor of print marketing success is creativity. It is hard to differentiate your property management company from your pool of competitors. Use every possible opportunity to make yourself stand out so you earn the attention of your target audience. It’s worth the time, effort, and expense (as long as you are being strategic about your approach). Here are a few ideas.
- Send something non-traditional. Instead of sending a rectangular postcard, send one shaped like a key or a house (or if you are Betty Fletcher of Fletcher Property Management, a Daschund pup).
- Send something unexpected, like a thank-you note or personal card. These can be great ways to market to your existing clientele. Think of ways print marketing can create “wow” moments for prospects and clients.
- Make it easy to connect. Use a QR code so people can quickly watch a video / visit you online or check into NFC (Near-field communication) to make it easy for recipients to download an electronic business card or learn more about your business.
- Make it interesting. If you still mail reports, statements, or other traditionally boring stuff, think about ways to make them more interesting. Every contact with a prospect or client is an opportunity to market and get referrals. Use a little creativity and the element of surprise to transform a simple business moment into a moment of delight.
As you evaluate your 2015 marketing efforts and start strategizing for 2016, I encourage you to think of ways to use print marketing to create memorable moments that earn you more business and the loyalty of your existing clientele. Are you already using print marketing in your property management business? Share what’s been successful for you!
Disclaimer: LandlordSource does not represent the article content in this website as legal advice. It is shared information only and up to the reader to use this information responsibly, seeking legal advice as necessary to their business.