We all know that when it comes to real estate, location is king. And that’s just as true of your marketing efforts as it is of the houses you have on the market. Like any other marketing tool, real estate door hangers have their pros and cons, but when used thoughtfully, they are an excellent and cost-effective way to get your message out to a hyper-local market. Here are some tips for getting the most out of your real estate door hanger campaign:

Keep it professional

The primary drawback of door hangers is that, when done poorly, they can look very cheap and unprofessional. Dispel that image immediately with a professionally printed four-color design. If you’re planning to write the message yourself, make sure to proofread carefully. It’s not a bad idea to have a friend or colleague read over the copy before you send it to the printer– both to spot any errors, and to make sure that it makes sense from the prospective customer’s point of view. After all, you want to make sure your message comes across clearly to everyone who reads it!

Keep it local

The primary purpose of a real estate door hanger campaign is to show that you’re a real, local real estate professional who knows the market inside and out. A bland or generic message takes all the power out of your campaign! Instead, draw on your experience and local knowledge to create a message that’s carefully targeted to your desired market. For example, a door hanger campaign in an apartment community could focus on “hidden gems” – local markets where starter homes are surprisingly affordable. If you’re focusing on sellers, show them that you can sell the home and not just the house. Go beyond “good schools” and feel free to wax poetic about local parks, restaurants, and walking paths.

Keep it timely

A timely marketing piece is one that recipients immediately recognize as valuable to their lives. One way to create a timely real estate door hanger campaign is to showcase up-to-the-minute market statistics and analysis. But if you want a timely piece that you can also use over and over again, focus on the events that cause people to buy or sell a home: military families are likely to move, young couples often start families and want more room, and empty-nesters may decide the time is right to downsize. The right message at the right time will go a long way toward getting people to pick up the phone and give it a call.

Whatever message you choose, make sure your market hears it more than once. Real estate door hanger campaigns can be surprisingly effective on their own, but they still work best when combined with a full marketing program including some combination of direct mail, promotional materials, and local networking.