What Would Pottery Barn Do?

by Rob Wicker

Want to know how to increase the number of leads you generate through your real estate marketing? The answer may be in your mailbox. 

Consider this: Each year more than 17 billion catalogues are mailed. That’s about 56 catalogues for every American. 

Obviously these marketers would not spend so much money on catalogues if they didn’t deliver results. Among retailers that rely on direct sales, 62% report that catalogues are their biggest revenue generator, according to the Direct Marketing Association. Only a fifth of these retailers said that they generated their biggest sales through websites. Even online companies like Zappos.com are finding success with catalogues. 

What does this have to do with you? Pay attention to the next catalogue you get in the mail. Note that large, quality photographs are how they draw you in to learn about the product’s features and benefits. You won’t see postage stamp sized photos in Pottery Barn, Williams-Sonoma or Crate & Barrel. Think about your real estate marketing. Is there really much difference in how Pottery Barn merchandises sofas and how you should market real estate? Not really. Large photographs are what consumers enjoy and respond to.