MARKETING


part of the selling process and will probabily, never be usurped by cyber space.” Despite the wonders of the internet,


Abrahmsohn sees plenty of laptops brought in to showrooms because people want to be able to see a virtual tour but they want to see it while touching what is actually there now, and, he says, “Nothing will replace the pleasure of flipping through lovely pictorial pages over a cup of tea no matter how dependent we become on technology.”


Measuring the Media Mix


It is clear that all agents understand the importance of the web but as Kirstie Ayres, Group Marketing and Technology Director, Badger Holdings, parent company of Townends estate agents explains, it is wrong to assume it is the only sort of communication that is needed. “It is important not to assume that the


web is the default option for everyone and we must never forget that a significant proportion of people still prefer traditional media. Agents shouldn’t therefore only focus on online media and discard print media, ignoring or excluding some people from marketing campaigns.


‘We use a variety of media to keep us in customers minds, choosing


the most suitable media


for the relevant message.’ sioBhan Mcgarvey, Kinleigh folKard & hayWard


Brochures from Barton Wyatt .


‘‘Gone are the days of the ‘ad in the local rag, photo in


the window and sets of


particulars!’ JaMes Wyatt senior partner of Barton Wyatt international


“Within agency, using printed materials


can sometimes be viewed as an ‘old fashioned’ method, but these traditional services will never disappear completely. Whilst the web is vitally important in terms of advertising properties to potential buyer and tenants, it is evidently clear to us that traditional media still has an important role to play in building brand awareness and communicating with property owners, landlords as well as buyers and tenants. Whilst it is far more difficult to measure than online activity we rely on letterdrops, direct mail, local newspaper advertising and For Sale/Let boards to keep our levels of brand awareness high and to communicate on a more personal level with local residents,” says Ayres. To be successful Ayres believes that they


need to ensure that as wide an audience as possible is exposed to their marketing messages and activity. To achieve this Townends use the full range of media channels available, whilst making sure that their online and offline activity is consistent and complementary. “Traditional media still takes up a good


Sunday Times advert from Kinleigh Folkard & Hayward.


proportion of my time and marketing budget and I don’t anticipate this changing any time soon,” adds Ayres.


the agency Magazine


Sandfords, a central London agent selling high-end properties, believes that printed material is still a vital part of the process; they spend a considerable amount of time, money and effort into producing glossy lifestyle and property magazines called Regent’s Park Life and Marylebone Life. The upmarket magazines feature a wide


range of articles including travel, food, cars, fashion, jewellery and of course property. With a strong editorial focus and stunning photography, the magazines are an impressive offering from an estate agent. Andrew Ellinas, Director of Sandfords is


instrumental in the editorial process of both magazines and believes that they provide something beyond what other traditional marketing avenues can offer. “While we are extremely aware of the importance of digital communications and we spend considerable sums of money on our website and online communication tools, a high quality coffee table magazine has longevity and it is often more accessible for a busy person to flick through in an evening,” said Ellinas. “The properties we sell are extremely


luxurious and a glossy publication with interesting articles and sumptuous photography reflects that. Our clients are sophisticated high achievers so we need to think beyond traditional marketing avenues. It is also a way for us to celebrate the areas we operate in. Regent’s Park and Marylebone are extremely desirable locations and the magazines put Sandfords on the map as local experts.”


the corporate approach


Spicerhaart feel so strongly about the importance of the printed publication that in October 2009 Spicerhaart opened its own Group Print Services division for managing print across the group (haart, Fine, Darlows, Haybrook, Spicer McColl and Felicity J Lord) in Marks Tey, a few minutes drive from Colchester in Essex. “The goal and ROI was to return savings


to the operation after costs,” explained Steve Lamb, Spicerhaart IT Director. “Closely managed Profit & Loss reporting has demonstrated Group Print Services has doubled our expectations on savings year on year and increased service and control of our products – which is key given the number of vendors that Spicerhaart deals with across the group.” The operation in Marks Tey is workflow


oriented. Branch staff order their printed materials and personalise any products through a web-based ordering system.


PROPERTYdrum DECEMBER 2011 29


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