The United States real estate market has had a slow recovery since the recession, but consumers are finally interested in buying again—which means Realtors and property managers need to start attracting them. Promo Marketing reached out to a top distributor and supplier for the real estate industry to get the lowdown on the rebounding market.
WHAT COMPANIES TO TARGET
“The housing market in the U.S. is making a comeback, so opportunities exist for those in the real estate market to reinvest in their brand and their marketing materials,” said Dino Scalia, vice president, sales for Navitor, North Mankato, Minn. Both he and Seth Weiner, MAS, president of distributor company Sonic Promos, Gaithersburg, Md., agreed that especially now in the post-recession U.S., the real estate market extends beyond real estate agents. Weiner listed property management and mortgage companies, while Scalia added title companies, city planners and loan companies as good targets.
HOW TO ATTRACT THEM
Weiner had interesting advice on attracting repeat-order and long-term real estate clients: avoid real estate agents. “We do not actively search for or try to attain Realtor clients,” he said. “We find most budgets to be small, and most times the prospect is looking for commodity items, which we try to move away from as we like clients to be unique in order to separate themselves from the competition.” Instead he suggested looking for business in the companies that work with Realtors and renters since they have bigger budgets. “We are associated with property management associations and other networking groups that focus on the real estate market.”
HOW TO STAND OUT
Whether you decide to work with agents, property management companies or both, Weiner advised distributors that the products used need to be in sync with the company’s message. “Much like any industry, I think that it is important for agents to dial into their current client base and their referral sources,” he said. “Creating recognition and referral programs helps as well. The products should support the message, not be the only message.”
In addition to maintaining a consistent message, Scalia suggested adding a personal touch. “An agency will need to create a personal connection with prospective buyers in order to keep them interested,” he said. He noted postcards, presentation folders, calendars and variable data printing as good products to add a personal touch to real estate promotions. He offered advice for your clients on using calendars and variable data. “Don’t just send them [a calendar] when they buy a house. Send one every year thereafter and when they are ready to buy again, you’ll be the first Realtor they think of,” he said. “Using variable data on mailings is known to get a significant lift in response rate,” he added. “The consumer can’t help but notice their name in print along with the message that is with it.”
WHAT PRODUCTS TO USE
Scalia listed other products that are popular in the real estate market as communication essentials like business cards, letterhead and envelopes; yard signs; and multi-part forms for contracts. To help real estate companies add originality to the products mentioned above, Navitor offers many imprint options. “We have many processes we use to help customers stand out from their competition, including: full-color ink and full-color raised, foil stamping, foil embossing, spot inks and engraving,” he said.
Weiner mentioned that pet items are having a moment in the real estate market. “The pet items are fun. Many real estate communities offer special pet services and this is key to attracting pet owners as potential residents or buyers,” he said. He added that tech and household items are popular as well. “For us, we think that household items are a great area to focus on because many of life’s most important decisions (including housing, cars, insurance, education and more) are made in the kitchen. Why not be in front of people when they might be thinking about you the most?” he said.
