The idea of adding promotional products to your real estate marketing mix is as simple as it is effective. That’s good news if you’ve never used promotional products because it means you don’t need years of experience to be successful; you just need to understand your audience. Because using promotional products to get the results you want is all about the simple idea of giving your prospects something that they’ll use.
After all, the fact that your prospects will actually use your branded product is where the magic of this marketing tactic really lies. Of course, there are many more reasons to use promotional products as a real estate professional.
But before we get into those reasons, let’s review what a promotional product actually is.
What is a Promotional Product?
A promotional product is any item designed with your brand that you freely give your customers and prospects. Promotional products are very common at trade shows and other types of events. But they’re also useful in other areas of marketing, such as direct mail.
Common promotional products include (but definitely aren’t limited to) branded calendars, travel mugs, hats, bags, notebooks, and pens.
Why Should You Use Promotional Products?
In an increasingly digital world, why would you use promotional products?
For one, that same increasingly digital world is getting increasingly noisy and crowded with competition. And there’s only so much you can do to stand out on a screen. But there are several more reasons you should add this effective real estate marketing tool to your toolbox. Here are a few:
1. Improve brand awareness and recognition
How many times have you seen an ad that really resonated with you? Probably quite a few times. But how often did you just remember that you enjoyed the ad, while you completely forgot about what it was for? For all marketers, let alone those in real estate, it’s difficult to leave a lasting impression with internet or television ads.
But unlike an ad, promotional products stay with your prospect. They see it, they touch it, and it provides value to them. In short, promotional products help spread awareness of your brand and strengthen your prospects ability to recognize and remember your brand.
2. Strengthen customer loyalty
According to Psychology Today, “There is a strong impulse in people from all cultures to repay gifts or favors.” Of course, when you give your prospects and customers a promotional product, you shouldn’t be expecting them to reciprocate your giving with loyalty. However, there’s a good chance that they will anyway.
3. Enhance conversations with prospects
Every real estate agent, and every salesperson for that matter, has a business card. And while business cards play an important role, they don’t enhance the conversation with your prospects like a promotional product does. Whether you handed the product to your prospect at an event or sent them a mailer, the product provides you with an easy, harmless talking point.
Plus, where a business card may get lost in your prospect’s wallet or purse, your branded product will serve as a reliable reminder of the meeting they had with you.
4. Extend the life of your marketing material
Depending on the promotional product you use, the shelf life of that marketing effort could last for several months or even a year. Just think about how many times your prospects will see and use the calendar you sent them. There isn’t an internet ad that exists that can provide as many valuable impressions as a useful promotional product.
Moreover, in many cases, your prospects will give the branded product to one of their friends or family members. In that way, the life of your marketing gets extended even further.
5. Reach a new audience
Speaking of new life for your marketing, promotional products also extend your real estate brand’s exposure to a new audience. If you’ve given out branded, reusable shopping bags, you could reach your prospect’s neighbors at the grocery store. Even better, you give yourself a chance for authentic referrals if anyone asks them about the item you gave them.
Just one of those referrals could make the cost of your promotional product a small price to pay.
Real estate professionals like to focus on advertising their ability to close homes for the maximum selling price, and for good reason. You get paid to sell homes and prospects want to know that you can do it well.
But selling homes is not the only thing you do as a real estate agent… far from it. You have to sell yourself to your prospects. Prospects want to know that they can trust you as a person, not just a real estate agent. That’s what makes showing them your generosity and thoughtfulness with a promotional product so important to winning their trust and eventually, the listing.