Technology and design advancements of recent years have drastically changed how collateral marketing materials are promulgated and used. It used to be that print represented the best and primary method of getting marketing messages where they needed to go, but many now believe that print does not make sense anymore. Digital media and online platforms now tend to be the preferred ways to get content to the masses, and the fact is that there are numerous benefits to going that route. Unlike print, digital materials are able to achieve worldwide reach in an instant. These channels also provide the opportunity to engage in targeted distribution to key audience by using several channels at once. Also part of the appeal is the fact that the success of digital campaigns is much easier to track and assess due to advanced analytical tools, in stark contrast to conventional forms of advertising.
Property Marketing PortalsEmblematic of this shift is the way in which digital marketing materials for properties can easily be disbursed through portals like Zoopla and Rightmove. These platforms facilitate broad-based circulation for a range of materials. Electronic brochures may be made downloadable and property videos by NRG Digital can be viewed so that they can be perused at the reader’s convenience. This is a major difference from old-fashioned conventional mail delivery and agent contact. Because of this, traditional types of print advertising, including newspaper and magazine placements are trending downward steadily.
It should be noted, though, that the Marketing Centre’s Fiona West believes that printed materials do still have a role to play due to their undeniable value to individuals at the earliest stage of the purchasing process. This type of material can trigger emotional responses that urge buyers to move forward. Putting hands on a tangible item in connection with a major expenditure can lend an air of importance to the potential transaction that an electronic version just does not accomplish. The satisfaction of having something in hand can make all the difference to many.
Prospective Base of ClientsWhen making the decision to use print or digital advertising, it makes good sense to carefully analyse your prospective base of clients. Those between the ages of 25 and 35 are generally more comfortable with technology and would appreciate the ease of using the Internet during property searches. Therefore, digital marketing materials are a sound option. Google’s Consumer Survey recently revealed that increasing numbers of home shoppers are using smartphones to stay updated on the latest changes in their desired market.
Clearly, then, properties most desirable to younger, first-time homebuyers can benefit greatly from digital advertising initiatives. This is the way so many market entrants shop for properties, so it is necessary to cater to that reality. Lots of newly-minted home shoppers work in fields where technology is in heavy use, making this type of marketing an even better fit. They appreciate when materials utilise savvy, catchy design and are likely to respond favourably to it.
Geographic LocationIt is also thought that geographic location plays a role in whether digital or print marketing is the best option. Rural properties generally see greater use of print materials than urban ones in which prospective buyers often request electronic versions. Because city dwellers tend to lead more hectic, packed lifestyles, it is not surprising that they would rather use the Internet to conduct a search than consulting with a series of estate agents to learn about available properties.
In general, brochures are very useful in the marketing of properties, and this is true whether they are electronic or in print form. They help people make decisions and give essential information about what is likely to be a massive financial investment. The advent of digital marketing has had a substantial impact on the way properties are marketed, and it remains to be seen whether printed materials will retain their traditional place within the industry. In the end, it might be the case that both conventional print and digital materials have their place in the work done by estate agents, with customised and targeted approaches making the most sense for boosting business.
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