Older channels like direct marketing are still effective in today’s marketing world, but with new, emerging online channels like real estate search engine optimization and inbound marketing, some professionals might be tempted to pick one or the other.
True marketers know that it doesn’t have to be either-or. The merging of the two options is where the real potential is.
It’s time to combine.
Take direct marketing, for example. It is a prime marketing method that you can merge with online practices to generate more leads. If you’re currently using real estate fliers for just-listed properties, just-sold homes or anything else, where does the link on the flier lead?
Chances are your flier links to your home page, which means your prospects face a home search … and they probably don’t have time to deal with that. There goes your lead!
How can we fix this? By creating landing pages to match each flier you distribute to prospects.
Let’s say you’re about to send out or drop off a just-listed flier in the same neighborhood where it’s listed. There are three main potential prospects you’re targeting when you do this:
- Neighbors who have a potential friend who might buy the home.
- Neighbors who may be in the market to buy or sell.
- Neighbors who want to know how their home price is trending.
Now, with those laid out, you can start figuring out what type of landing page would be most effective.
The goal here is to capture more leads by directing your prospects to a targeted link based on the flier that you’re handing out. It might seem complicated at first, but it’s not.
How many different types of fliers do you give out? Five to 10? All you need is a single landing page template that you can duplicate for every offer that you have, only changing the text on the page to correspond with each flier.
The only difference between a just-listed and just-sold landing page is the offer (text). Define why people will be visiting your website from the fliers, and then create your offer based on that definition.
I hope this sparked some ideas about how you can get marketing channels to work together online and offline, which will separate real estate agents who are taking their marketing to the next level. Everyone is starting to master each channel, so now it’s time to start integrating them together to stay ahead of the curve.
Andrew Gale is the founder of FlyerCo.
