While the vast majority of the world uses the internet on a consistent basis, there are still those who choose not to use it or to use it on a limited basis. Marketing tactics for real estate developers, brokers, investors and construction firms largely happens online, as is expected with most people using it. However, there is still value in offline marketing. The ultimate goal in marketing is to reach as many potential customers as possible, so it is important to utilize both online and offline marketing strategies. For the purposes of this article, we will be discussing offline marketing strategies only.
Offline marketing is an additional way for developers and investors to reach customers about new developments, builds or apartment complexes. FortuneBuilders.com lists four ways real estate agents can market offline: direct mail, word of mouth, networking and giving back.
Direct Mail: It’s exactly what it sounds like: Creating promotional material to send directly to prospective buyers and tenants. FortuneBuilders says, “It is often cost effective and can be a great way to reach new audiences. Direct mail can also be a good long-term strategy for investors looking to generate leads over time.” Direct mail can be anything from a trifold brochure to a hand-written post card to a form letter.
Word of Mouth: People talk. And people tend to talk more when they have an experience with a company or product. Before the internet, word of mouth was the number one way businesses garnered success. Today, it’s not so different. Word of mouth today isn’t just people talking to friends and family over a meal or on the phone. Word of mouth happens by text, by direct messages on social media platforms and posts. While it’s primarily an offline process, it also crosses over to the technology of today. Making it still one of the top ways businesses get their name out.
As a real estate investor, you should be prepared to talk about your business goals with anyone and everyone you come into contact with. Whether friends and family or strangers in line at the store or pharmacy, be ready to talk. See someone with a real estate magazine or apartment book? Grab a few business cards and strike a conversation. Even if they don’t become a customer, when you hand out extra cards, they may come into contact with someone who needs what you’re offering.
Network: Attend networking events and trade shows. Be prepared with a strong pitch, uniform business cards and brochures. Getting your name out there in the field will help attract customers, as well as potential future business partners.
Give Back: Many people have a favorite cause or charity that they fundraise for or give back to themselves. It could be that a family member, parent, child, family friend or beloved co-worker battles a disease of some sort. It could be that someone is an animal lover who supports no-kill shelters or a zoo. Whatever it is, almost everyone has a cause that they promote and advocate for to help create awareness and raise funds for research or patient advocacy.
When a business gives back to a charity or to the local community, people notice. Consider sponsoring an event, FortuneBuilders shares that in this instance, “Typically, donors will be allowed to distribute pamphlets or business cards, and event materials will feature business information; all of which can help investors establish a positive brand within the community and potentially open new connections.” So not only are you contributing to the community and making an impact, you’re also getting your name out there, which people will value because you gave back.
There are a variety of ways to market both online and offline. Here, we’ve discussed how to effectively market to potential buyers offline, but using both methods to their fullest extent will yield your business the best results. Be sure to research the area in which you are building or investing so you understand the demographics, what people are looking for and how to best market to potential buyers and tenants to achieve maximum profit.
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