Integrating your On Line and Press Advertising- How Important Is this To Your Brand?

Posted November 16, 2008 * Comments(0)

It’s funny sometimes how you get motivation to write a blog post, and this morning sitting outside reading my morning paper with my first cup of coffee, I looked at the local newspapers real estate section, I personally don’t do this very often, but today it got me to thinking. How well do real estate marketers combine both their on line and press adds, well after researching this morning, my impression is not very well. There appears to be little or no cross promotion, no push to get readers to go to your internet site to get additional information or view more photos, virtual tours,video etc. At least not from what I read today.

Your listings are very one dimensional in press, with limitations on how much space you have to work with, so why haven’t most agents yet to understand how to integrate the two? Yes I know some agents do this very well, but others, not so good. A recently Google commissioned study indicated a brand or product showing up both online and in the newspaper increased buyer credibility and trial by up to 50%. An integrated, multi-channel approach amplifies your credibility factor significantly in your marketplace.

It’s critical to your marketing’s success that it needs to play to the strengths of the medium, using on line to show additional information that meets the needs of the buyer plus supplying a wealth of information that supports the property, whilst using your press advertising to promote and keep your brand prominent and featuring a strong call to action to encourage readers to visit your own branded web site.   

I noticed this morning, 90% of the property advertising in the local real estate section, did not have a call to action nor did the agents refer prospective buyers to their web site to obtain additional information.

We all know that the dominance of press and online advertising for real estate has changed, but the need to integrate all your advertising and link them all has not. Employing a marketing strategy that plays to the strength of all mediums, will enable you and your office to maximise your presence as well as your marketing dollar.  

Press advertising is expensive, so why waste the opportunity to integrate all your marketing, because that’s where the real power is to you and your brand.

This post now available as a podcast, download this here: http://www.mikeandrew.podomatic.com/

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