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Print ain’t dead Bob: Dear Ginny WTH

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dear ginny series

Dear Ginny WTH,

With the demise of print advertising, where does the broker brand come into play any more? It is the agent doing all the marketing these days.

Realtor Bob

Dear Bob,

I think it was Mark Twain that said the rumors of my demise have been greatly exaggerated. Print ain’t dead Bob.

Let’s not castigate all print because the newspaper has become less important in marketing property for sale. That’s only one medium. Whether it’s your broker providing access to templates or you are doing it yourself, there has to be print in your marketing mix.

Here are my top five print media that are alive and well:

  1. Property flyers – this is still a must in my opinion. A well put together property flyer is not only impressive to sellers, but applies to two audiences: consumers and other real estate agents. You hold a broker open house, you perhaps hold consumer open houses; you show the property to potential buyers; other agents show the property to potential buyers. There has to be something printed that has the details of the property so people can remember it. If it’s a luxury property then the ante is upped.
  2. Open house announcements – if you hold open houses, you have to announce them some way. If there’s any use for the newspaper, it’s the open house section that still remains a staple in a buyer’s repertoire because they can’t find a real compendium of local open houses online. I also recommend a postcard to the neighbors or other targeted area announcing of an open house.
  3. Just sold cards – there was a direct mail study done not that long ago that showed just sold cards got more inquiries than just listed cards because of the activity they show. If you are working a neighborhood and attempting to get listings in that neighborhood you should send just sold cards.
  4. Past client touch points – I’m sure you are sending email messages to past clients to stay in touch, but you need an offline way to keep contact as well. Vehicles such as market reports, newsletters and other printed media that you can send to past clients on a regular basis.
  5. Community newspapers – call me old-fashioned but I still think a local, community newspaper still offers value for exposing you as a Realtor and your property listings.

Get out the defibrillator, there’s still life there.

Ginny is a 360 degree marketing specialist with over a decade of experience in real estate-related fields. She’s held senior level marketing positions at Alain Pinel Realtors and Prudential California, Nevada and Texas Realty. She left the corporate world in 2007 to start her own marketing communications company, Cain Communications. She markets to segments that matter using media that matters. Follow her on Twitter @ginnycain.

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7 Comments

7 Comments

  1. Ken Brand

    October 1, 2009 at 12:45 pm

    I concur Jenny. There’s an important role for print.

    The thing is, make sure your print is relevant for today’s audience. Old school, I’m NUMBER ONE and flaccid copy won’t cut it. Might as well wipe you A#@ with that stuff.

    Cheers.

  2. Ginny Cain

    October 1, 2009 at 12:53 pm

    Ken you are right on saying the message has to fit today’s audience and it’s not about me, me, me…it’s about them, them, them. And spell my name right why don’t ya. It’s G-I-N-N-Y…that’s GI for Good Idea!

  3. Ken Brand

    October 1, 2009 at 12:55 pm

    Correctly spelling a persons name would be most important and a Good-Idea My bad;-)

  4. RealEstate Babble

    October 1, 2009 at 3:21 pm

    AgentGenius: Print ain’t dead Bob: Dear Ginny WTH https://bit.ly/3o9U3G Full https://bit.ly/2GiLL2

  5. Gilbert AZ Homes

    October 5, 2009 at 3:04 am

    I hope print never dies because no other media compares with the satisfaction of seeing, feeling, touching, smelling your ad in print. Pixels on a screen just don’t do it for me. -Aaron C

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Business Marketing

The Body Shop’s new policy is first come, first employed

(BUSINESS MARKETING) An issue that has been on a lot of peoples minds recently is fair hiring standards, be from sex, race, or age discrimination to former prisoners.

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The body shop hires prisoners

Anyone who has tried to get a job in the last decade can tell you that hiring is getting near dystopian. Everyone has heard jokes about needing 5 years of experience for an entry level job or the combined skillset of 3 positions to get one job. Things have gotten to the point where even some large companies are wondering if maybe hiring (and getting hired) shouldn’t be so complicated?

The Body Shop is making a radical change in the way they hire their retail employees this summer. They will be hiring on a first-come first-serve basis. Employees must meet three criteria to apply, but beyond that it’s open season – or “open hiring” as they are calling it.

1. Must be authorized to work in the U.S.
2. Can lift over 50lbs
3. Can stand for 8 hours

The company will not be performing drug tests or background checks for this “open hiring” round. The goal is to remove some of the barriers to entry for people seeking employment. This move will be hugely beneficial to the formerly incarcerated and people who have minor offenses on their record.

The Body Shop’s U.S. GM, Andrea Blieden, said, “When you give people access to something that they’re struggling to find, they’re very committed to working hard and keeping it.”

This isn’t the first time The Body Shop has tested out this hiring strategy. In December 2019, the company ran a pilot program at their distribution center. According to them, their employee turnover rate dropped from 43% to 16% and productivity improved.

This change could be equally beneficial to both employers and employees. According to PrisonPolicy.org, formerly incarcerated people are unemployed at a rate of 27%. To put that in perspective, that is higher than the overall national average during the Great Depression.

When established brands make big moves, people pay attention. If they continue to report success, The Body Shop’s hiring practices could be used as a case study for other businesses looking to shake up their hiring process. Perhaps in a few years, this type of hiring could become more common place among retailers.

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Business Marketing

Stay ahead by decluttering your Instagram accounts with this new feature

(BUSINESS MARKETING) Get a head start on your spring cleaning with Instagram’s newest feature. It may become your favorite way to views others accounts.

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instagram accounts

In a plot twist you weren’t expecting this week, Instagram is looking to make your life a little easier. Their newest app update includes a feature that groups accounts you follow into curated lists such as most and least interacted with or earliest followed to latest.

If you’ve ever looked at the number of people you follow on Instagram and wondered, “who the heck are these people?” then this update will make your heart sing. Instagram has been around for 10 years now, so it’s understandable that some of our follower lists have gotten a little out of control. Your friends and interests shift over time and it can be difficult to find time to actively curate your social media accounts.

Working with this new feature is simple. To access it just head on over to your Instagram profile and click “Following.” You should see a couple of categories above the list of accounts you follow. As an added bonus, you can also change the sort feature on your follower list. It can be set to show oldest accounts followed first or latest accounts firsts.

instagram accounts

For entrepreneurs and freelancers who don’t have the luxury of a full social media team (or any team at all) small features like this can be a game changer. If this feature sparks you to finally clean up your Instagram, here are a few questions to ask yourself when you’re trying to decide who to keep and who to unfollow.

Why did you originally follow this account?

Does this account still serve your business interests?

What was your main purpose behind following this account? As a business owner you might follow an account on Instagram for any number of strategic reasons. Perhaps this account is a fellow business owner in your area, but they’ve since closed their doors. Chances are you’ll find more than one of these cases in your least interacted with group.

Were you looking for business advice or inspiration? When you’re just starting out with your business, you might have followed a few accounts that aimed to give advice to new business owners. Well, if you’ve been doing this for a few years, you probably already know the basic advice these types of accounts are pushing. It’s time to move on.

Do you know this account IRL? Maybe your business has moved locations or changed niche in the last few years. You might have made some great connections with fellow business owners back in the day, but you may no longer run in the same circles. If you know the person who runs the account IRL and you still want to stay connected there are two options. You can either go follow them on your personal account or you can continue following, but mute the account so it doesn’t clog up your Instagram feed.

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Business Marketing

2020 marketing calendar – plan this year’s marketing strategy

(BUSINESS MARKETING) Have you ever wondered when is the best time for your ad campaign, well look no further. This marketing calendar has every event listed, even weird ones.

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When you work for a small business or non-profit, marketing is one of those essential tools that can make a difference in your monthly bottom line or fundraising take. And yet it’s often a challenge for busy owners and employees to find — and take advantage of — fresh promotion opportunities.

Add this to your toolkit… a 2020 Marketing Calendar from the team at Liramail, making note of big events and days that you can use online and IRL to engage customers and donors.

February marketing calendar

Some dates are obvious… major holidays, for instance, particularly the gift-giving ones. But you can find success around other events as well. The Central Texas Food Bank uses the Super Bowl as a driver for one of their most visible annual events, the “Souper Bowl of Caring.” On a smaller scale this year, restaurants and shops around the Austin area and all over the country used January 25, Australia Day, to raise funds for bushfire relief—drawing customers into their businesses, creating community ties and doing good all at once.

This marketing calendar compiles dates both big and small, providing plenty of opportunities for tie-ins and promotions. Running a clothing boutique? Play with Fashion Week. Looking for a good cause to support? World Wildlife Day and International Women’s Day are just a few weeks away. Valentine’s Day, Mardi Gras, St. Patrick’s Day… and that’s all just in the next six weeks.

The calendar is as useful for engaging your social media audience as it is promoting IRL events. You don’t have to own a pizza place to make a post with your team celebrating International Pizza Day and quizzing your followers on their favorite topping. You don’t have to be a veterinarian to turn Love Your Pet Day into a way to engage people by encouraging them to share photos of their pets.

And if you do have a direct tie? Absolutely use it. Each March, for instance, the small Austin well-building non-profit Water to Thrive observes World Water Day with a quick Facebook fundraiser. One of the Austin-area businesses that participated in Australia Day, Bee Cave coffeehouse/boutique Runaway Luna Lifestyle, did so because of family ties there, raising several thousand dollars with an in-store event and social media promotion of a GoFundMe fundraiser.

So page through the marketing calendar, making notes of days that you can take advantage of. And don’t forget, if you’re inspired to create an in-store event or other promotion, be ready for it. Get the initial date on the calendar, and then work backwards to create a long-range plan to support your event. Check your inventory, possibly looking for related items to feature. Book your advertising, draft your newsletter, schedule your social posts. Let your audience know that something special is coming up.

Have fun with it. Add your own dates. Whether you zero in on Talk Like a Pirate Day or Make a Difference Day, you can create new opportunities for your business or non-profit and for your customers as well.

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