Does paper have a place in the era of online marketing?

Inspiration concept crumpled paper light bulb metaphor for good

In the world of real estate marketing, there are two kinds of people: those who think that direct mail’s tried-and true methods are the key to success, and those who think that online marketing’s connectivity is the way of the future.

They’ve both got a point. After all, if you’re not marketing online, then you’re missing out on interacting with potential clients in the area where they spend most of their time. But a local business can also be a needle in the global web’s haystack, making direct mail’s ability to carefully target potential clients invaluable.

If you really want to create a successful real estate marketing campaign, you’ve got to use both. Locate your customers with targeted direct mail and other printed marketing materials, then build the relationship online.

Most real estate agents know to make sure that your business cards and other real estate marketing materials are updated with all your social media contact information: Facebook, LinkedIn, and Pinterest at minimum. It’s a good first step, but while that will let possible customers know that they can get in touch with you on social media, it doesn’t tell them why they should.

For that, you need a targeted offline marketing campaign highlighting the benefits of seeking you out on social media. This can be as simple as a postcard saying “Check out my Facebook page for neighborhood updates and tips for first-time homebuyers”, or “Follow me on Pinterest for hot new property listings and decorating inspiration for your dream home.”

Once your real estate postcard campaign has directed people to your social media profiles, make sure you hold up your end of the bargain. Keep your accounts up to date with lots of valuable, relevant local information, and let the interactive nature of the connected web weave its magic.