Everywhere you look, people want to talk about digital marketing. In fact, if you don’t have a digital marketing strategy in today’s business world, you’re not going to last long. But just because digital marketing is popular, don’t assume that offline marketing no longer yields value.
When used together, these strategies can produce significant returns.
“Some people will argue that traditional marketing is dead, but there are several benefits to including offline advertising in your overall marketing campaign,” sales expert Larry Myler admits. “Combining both offline and online campaigns can help boost your brand’s visibility, and help it stand out amongst competitors who may be busy flooding the digital space.”
How do you use offline marketing in a manner that’s both cost-effective and high in exposure? While your business will dictate how you should proceed, here are a few offline marketing methods that still return considerable value in today’s marketplace.
1. Yard signs
When most people think about yard signs, their minds immediately go to political signs that you see posted everywhere during campaign season. However, yard signs have a lot more utility and value beyond campaigning. They’re actually an extremely cost-effective form of offline advertising.
The great thing about yard signs is that you can print your own custom designs for just dollars and, when properly stored, they last for years. They’re also free to place, assuming you have access to property where it’s legal to advertise. This makes them a practical addition to a low-budget marketing campaign.
2. Billboards
The fact that you notice billboards when driving down an interstate or highway is a testament to the reality that other people are also being exposed to these valuable advertisements. If you’ve never considered implementing billboards into your marketing strategy, now’s a good time to think about it.
With billboard advertising, you have to be really careful with design, structure, and execution. “Considering we’re on the move when we read billboards, we don’t have a lot of time to take them in. Six seconds has been touted as the industry average for reading a billboard,” copywriter Paul Suggett explains. “So, around six words is all you should use to get the message across.”
3. Promotional giveaways
It’s the tangible nature of physical marketing that makes it so valuable. Yard signs and billboards are great, but make sure you’re also taking advantage of promotional giveaways as a way of getting something into the hands of your customers.
Promotional giveaways, no matter how simple, generally produce a healthy return on investment. They increase brand awareness and recall, while giving customers positive associations with your brand. (Who doesn’t love getting something for free?)
4. Local event sponsorships
One aspect of offline marketing businesses frequently forget about is local event sponsorships. These sponsorships are usually cost-effective and tend to offer great returns in terms of audience engagement.
Local event sponsorships can usually be found simply by checking the calendar of events in your city. Any time there’s a public event, farmer’s market, parade, sporting event, concert, or fundraiser, there’s an opportunity for you to get your name out there. Look for events where you feel like your target audience is most likely to attend.
Offline marketing is anything but dead.
If your goal is to stand out in a crowded marketplace where all your competitors are investing heavily in social media, SEO, PPC advertising, and blogging, then it’s certainly worth supplementing your existing digital strategy with traditional offline marketing methods that reach your audience at multiple touchpoints.
John Wake
September 24, 2009 at 6:04 pm
One of the best aspects of selling real estate is the ability to fire clients. I can put up with most anyone for 30 to 45 days but having the freedom to bail out is liberating. I’ve never regretted dumping a client.
Portland Real Estate
September 24, 2009 at 7:43 pm
I have been there, some people just have ridiculous expectations that I would never be able to meet. Be realistic in what you can provide for people without it being a drag on your life or your other deals. If its going to cause you too much stress, let them go.
-Tyler
MIssy Caulk
September 24, 2009 at 9:10 pm
I’ve fired a few. Not many but a few. I have also deleted from my data base 2 clients in 14 years.
I never wanted to hear from them again.
allison crow
September 24, 2009 at 9:55 pm
fired a cheapscape and an abusive elderly couple last week:) felt good.
Linsey Planeta
September 24, 2009 at 10:14 pm
I have had to fire clients. As a matter of fact, I fired one late last week. It felt painful and expensive and yet I knew that no amount of work would turn this into a satisfied customer (or a paycheck for that matter). She didn’t fit into these categories; she was the absolutely ‘Terrified Buyer’.
I wrote about this some time ago and continue to think about it because if you’ve been in the business for any length of time – you’ve been through firing a client. But one thing I am coming to grips with is that – it’s ultimately my fault.
It’s interesting that Missy has had to fire so few in that many years. The difference, I suspect (and Missy feel free to jump in), is that she’s listening to her inner voice far sooner. The red flags show and I suspect that she ends it sooner than I have been.
The economy has certainly played a role in my job and willingness to exhaust ‘leads’. I suspect I am working far longer than I should when clearly my time might be better spent moving on from some of them.
John says that he’s ‘never regretted dumping a client.’ My only regret is that I didn’t dump them sooner.
Ruthmarie Hicks
September 24, 2009 at 10:54 pm
Actually, this is a pretty good list. I particularly like “Einstein.” Sometimes I think that everyone thinks they are a real estate expert. And yes! I have to ask the question – why did they call me in the first place if they knew so much more than me.
Bill Lublin
September 24, 2009 at 11:03 pm
Brandie – Your professional demeanor shows through in this post as does your advice – great job!
Atlanta Real Estate
September 25, 2009 at 2:25 am
I’ve yet to fire one after engaging with them, but I’ve wanted to.
I’ve refused to take a few after the initial phone conversation. Just flat out told them that no, I’m not meeting you at a gated locked up neighborhood 45 minutes from now…late on a Saturday evening. Sorry!
RM
Joe Loomer
September 25, 2009 at 6:35 am
I’ve fired a few in my time but something in my character usually makes it quite late (and painful) in the game by the time it happens. I refuse to give up on them until I realize the time-suck is killing my ability to generate other business.
Agree with Ruthmarie about the Einsteins- especially in this age. These are the ones that look at you sideways no matter what you say – casting that cynical gaze that screams “I don’t believe you! I know better! I’m EINSTEIN!”
Navy Chief, Navy Pride
Brandie Young
September 25, 2009 at 11:55 am
John – I agree. Having the option to choose to/not to work with certain clients is a perk!
Tyler – True! Realistic expectations are very important.
Missy – It sounds like you’ve done a great job attracting the type of clients you want. No surprise, having met you.
Linsey – Good points! I didn’t think of “Terrified Guy” – the client that just can’t pull the trigger. And, it’s reasonable to assume we all are feeling some pressure from the economy and perhaps waiting just a little longer to end a relationship. But, at the end of the day I like the way Tyler put it “Be realistic in what you can provide for people without it being a drag on your life or your other deals.”
Ruthmarie – I think there are more “Einsteins” than we realize!
Bill – Thank you!
Brandie Young
September 25, 2009 at 11:59 am
RM – Good for you, standing your ground.
Joe – It is painful, true. But the best move for all involved.
Mark Jacobs
September 25, 2009 at 6:30 pm
Great post, As agents we need to be very picky on who we work with. It could cost you a lot of time and money.
Augusta Real Estate
Hal Lublin
September 29, 2009 at 10:46 am
I think I’ve worked with ALL of these people. Ugh.
Doug Francis
January 23, 2010 at 5:37 pm
People are going to be… people. I too have worked with all of these people and tortured myself during the experience. Once it was over, it was like a new day had dawned, and I was my old self again.
If we could just limit all these people then the real estate business would be so cool. On second thought, I guess we still need all these people, dar-n it.