Don’t Cut Back on this Cheap Tool

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In these times finding and speaking to the “Who” as opposed to the “How Many” is more important than ever. The “Who” are people who are looking for your property, people who are interested, people who have a real estate problem. The “How Many” are how many read the paper, how many read Steamboat magazine, how many are in the mailing database. You’re hope with the “How Many” is that if you spend enough money you’ll increase your odds that someone in there is a “Who” and they’ll respond to your message. This is Lottery based marketing. The “Who” are much more valuable.

they are someone WHO is interested in the property

Flyers can be an excellent way to connect with the “who.” When someone sees your for sale sign, stops their car, gets out and picks up your flyer, they’re someone WHO is interested in the property for some reason. Why then, do so many brokers spend so little effort on producing terrific flyers? I’ve seen some of the worst in brokers come out in their flyers. Bad photos, spelling & grammar errors and black & white photos are at the top of the list. This is a shame because not only are they doing their clients a disservice but they are missing out on opportunities to engage with potential buyers WHO are interested.

To connect with the WHO your flyers should at least:

1. Have great COLOR photos. All research shows that buyers want photos. Uninspiring black & white photos won’t cut it.

2. Give context with a map. Two weeks from now when the WHO gets back to her reality and pulls out your flyer from her pile of stuff will she remember where the property is? Probably not. A screen of a Google map with a placemarker can give the WHO the context she needs.

3. Be printed on quality paper. Cheap 20lb copier stock won’t cut it. Moisture wrecks the paper in no time as well as feels flimsy. Give the WHO something nice.

4. Be memorable. Branding a home on the flyer helps the WHO remember your property and differentiate it over others. Which property would you remember “Condo in the Clouds” or “31500 Hwy40 #203?”

5. Be simple. Keep it light and easy to read. Use big fonts to convey the key points of the property. Too much text and too fancy of a font causes the WHO to have to work to hard and the message gets lost.

The good news is that producing a flyer for the WHO costs only a little more than producing much of the junk out there now.

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