With the development of digital communication technologies over the years, marketing has changed quite substantially. For decades, print had been the most effective and successful means and platform to deliver marketing materials to consumers. However, as thing stand today, there is an argument to be made that print has lost its relevance.
The dramatic rise of digital media, online platforms have become the best the main means for distributing content. There are numerous benefits to embracing the internet. For instance, unlike the print media, using the internet allows digital platforms to reach millions of readers across the globe almost instantaneously. However, it is also possible to target a specific audience based on demographics. Finally, it is possible to track how effective a marketing campaign is through embedded tracking technologies and associated analytics, something the print media cannot offer.
With regards to property marketing, the internet offers one of the efficient and effective means of distributing property marketing brochures via platforms such as Rightmove, Zoopla, and PropertyPortal. These platforms have mass circulation capabilities, allowing users to distribute their marketing collateral with astonishing ease.
When you compare this to the snail-paced that characterises the process of contacting agents and thereafter waiting for the material to arrive through the mail. It is little wonder then that traditional means of distributing ads through print media distribution through magazines and newspapers, both at the local and the regional level are on the decline.
With the above in mind, you should note that The Marketing Centre’s Fiona West found printed brochures to be very effective even today. Potential buyers still value a printed brochure during the trial or evaluation stage of their purchase process. She reckons that the physical brochure reinforces their emotional connection to the purchase.
Moreover, the physical copy brochure makes the entire process and the item feel more justified and significant. In simple terms, it helps alleviate any buyer’s remorse a buyer may have. With a digital brochure, it does not elicit the same kind of emotion or satisfaction; it less interactive and obviously intangible.
Giving all the above information consideration, it is important to consider who your client base is when choosing between print and digital media. The 25-35 demographic is more likely to be tech-savvy, thereby more likely to use online platforms especially through their mobile phones platforms whilst searching for property. As such, a digital brochure will suffice for this target market.
Google Consumer Survey revealed that an increasing using their smartphones in house hunting endeavours. For instance, in June, 27% of all the searches related to buying a house were performed through smartphones. This represents a 19% increase from last year’s figures.
As such, properties aimed at first time buyers are better suited targeting customers through digital marketing. It is also important to keep in mind that many of the younger buyers work or have worked in creative industries, and, therefore, are especially appreciative of design, style, fonts, and uniqueness.
Out in-house research also suggest that the location of the property could also influence your choice between digital and print marketing. Properties in rural areas such as Newbury tend to necessitate a run of 50-100 brochures. However, London property market on average attracts 20-30 brochures only but agents will request the web version much more frequently. This may be due to the difference in the pace of life between London and rural areas. With the fast pace of life in London, it far easier and better to hunt for property via online platforms rather than visiting all agents and properties.
The bottom line is, brochure whether in printed or digital form can be very effective in helping you sell your property. They provide prospective buyers with a deeper insight into what you are offering. However, all the signs point towards digital brochures being more popular as we move forward. Therefore, expect a substantial increase in their uptake going forward.
For estate agent still wondering which of these two forms of advertising is more effective, how about using a combination of both as every situation dictates. There are benefits to accrue from using printed brochures are there are benefits to using digital brochures. Combining both will help estate agents tap into both sets of benefits.