Print Looks Strong in 2011. Here’s Why.

30 08 2010

by Adrian Amos

“Print can still play an important role in your overall content marketing mix,” said online marketer Joe Pulizzi in his recent blog post for FolioMag.com Seven Reasons Print Will Make a Comeback in 2011. Three of the seven reasons directly apply to Realtors and how Homes & Land helps you brand yourself and market your listings:

Getting Attention. Because of less direct mail, there is more opportunity to get attention in consumers’ mailboxes.
• Homes & Land’s direct mail programs put you there

Customer Retention. Customer retention is increasingly important, and Pulizzi states that “Historically, the reason why custom print magazines and newsletters were developed by brands was for customer retention purposes.”
• Homes & Land helps agents build a personal brand and inform past clients they’re still in the business

No Audience Development Costs. Building direct mail lists can be quite expensive and time-consuming. A “big advantage” of print is having the magazine’s distribution handle this for you.
• Homes & Land’s extensive local distribution and direct mail programs send your listings directly to consumers

And one of the most important reasons print looks strong: consumers want to unplug. “More and more people are actively choosing the unplug, or disconnect themselves from digital media… Your print communication may be just what they need.”


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Looking for Leads? Direct Mail Could be the Key

27 01 2010

By Bill Edwards, Marketing Services Manager

The buzz these days is all about social media—and it is an interesting phenomenon. However, one of the best ways to generate qualified leads is a more traditional form of marketing: direct mail. Why is direct mail still an important prospecting tool for today’s real estate professionals? Because direct mail is one of the best ways to reach a target audience.

The key is to carefully consider who comprises the best possible market for your listing. You should also consider if prospective buyers are likely to come from the local market or a feeder market. For example, if you determine that your listing is perfect for first-time homebuyers in your area, mail 500 postcards or flyers to married couples between the ages of 24-34 that are currently renting and have children. If you are selling a golf course community, mail to wealthy households from your feeder market who like to play golf.

If you are not currently using direct mail you will be amazed at how precise list vendors can be in delivering your target market. Think in terms of lifestyle and demographics. Lifestyle targets may include people who like the beach, boating, skiing, horses, and cultural preferences. Demographics to consider are household income, property values, length of residence, age, marital status, children, and gender.

Lists can be obtained from online websites. Three reputable list vendors that I have used are infoUSA, Alesco Data Group, and Melissa Data. These vendors offer easy to navigate websites. List cost will vary depending on the type of list and how many demographic selections you choose.

After you obtain your list, one strategy to consider is mailing a Homes & Land magazine along with a cover letter. This not only gives you great exposure, but the magazine is also a nice gift for your target market.


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Reach Consumers with Immediate Real Estate Needs

1 06 2009

Our targeted direct mail programs put your listings directly in the hands of the most likely buyers and sellers. When sellers list their home, they’re confident it will sell and are already looking for the next one. What better audience for your listings? We also know that 70% of FSBOs will eventually become frustrated and list with an agent or use an agent to purchase their next home. We send them a magazine and encourage them to use a Homes & Land advertiser. Our magazines are also included in major employers’ relocation packages, Chamber of Commerce mailings and targeted to professionals who have waiting rooms and are likely buyers themselves. Homes & Land targets all of these consumers and puts your listings directly into their mailboxes.


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