MARKETING
Thepower of the press
The internet hasn’t entirely taken over homes marketing, as Karen Keeman discovers.
T
he old saying “copy is king” is something that many journalists and editors still live by. The written word is probably more powerful –
and more dangerous – today than ever before with the words you write going straight from your computer to the internet at a touch of a button. But with so many channels to get your
message out there via social media hubs such as Facebook, Twitter, blogs and websites, is there any need now for traditional printed material? Today it is no longer relevant to ask who
uses the internet, it is more interesting to discover that almost half of UK internet users are going online via mobile phone data connections, according to the Office for National Statistics. With this number of people getting their information fix while on the go, how can traditional agency printed materials, such as printed property brochures, flyers and press advertising compete? “Yes, we’re all heavily into using our
website, apps, social media and so on, but there is very much still a place in our marketing programme for printed material,” argues James Wyatt, Senior Partner of Barton Wyatt International. “It is, and has always been (for us) about promoting the benefits of our firm and services rather than directly selling or letting property through advertising. “Property brochures are essential for
up-market property – expecting a buyer to print off a PDF brochure at home for a £10m house is simply not on! A bespoke brochure for a very expensive property drives home the exclusive nature of the property and helps to fluff up the self- importance of the owner.” But it is not just about any old printed
materials in today’s market. Wyatt believes that you have to really examine what you are putting out there otherwise it will go straight into the recycling bin. “Flyers will only work if they are
specifically targeted with a USP,” explains Wyatt. “For example: ‘We’ve just sold your neighbour’s house’. We don’t bother with canvassing letters, we feel that they are just a waste of time and money.”
28 DECEMBER 2011 PROPERTYdrum
Marylebone Life, a glossy magazine produced by Sandfords. Choosing your media
Understanding how marketing works is a crucial element of an estate agent’s business. It is a complex operation these days with budgets being applied to at least ten different types of marketing. “Gone are the ‘ad in the local rag, photo in the window and sets of particulars’ days,” says Wyatt. “But yes, I’d say that printed materials are still essential and here to stay for some time yet.” The point is that any marketing is to
ensure winning the instructions and agents
‘As long as there is a desire for ‘touchy feel’ products, glossy
magazines and property
particulars will stay.’ Trevor abrahmsohn glenTree inTernaTional
have to appeal to a variety of different people. “Customers look for reasons why to appoint one agent over another so we strive to communicate these reasons in our marketing activities, some of which are printed and some of which are online,” says Siobhan McGarvey, Marketing Manager for Kinleigh Folkard & Hayward. “At KFH we use a variety of media to
keep in the minds of potential customers. There are a variety of reasons to choose KFH and we will choose the most suitable media to feature the most relevant message.” It is the old argument of the tactile
nature of printed materials as opposed to computers that wins it for Trevor Abrahmsohn from Glentree International. “As long as there is a desire for ‘touchy feely’ products glossy magazines and property particulars will be in demand and provide a useful function in the selling process,” he says. “Table top brochures and 3D marketing aids continue to be a vital
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