Why print is still alive in property marketing

With the surge in digital communication over the past decade, there has been much debate over the relevance of print in today’s world. We have seen a rapid increase in digital activity in the property industry since the pandemic, with inspections and auctions temporarily moving to online only, and buyers undertaking online research in larger numbers than ever before.

Despite this seemingly overwhelming preference for digital, there are some things that only print can do, which is why it still has its unique role to play in property marketing campaigns.

An elegant touch

Premium print products give property developments a distinguished point of difference, particularly those selling high-end luxury. We use techniques such as foiling, spot varnishing, embossing or debossing, combined with high-quality paper and binding, to add that touch of something special, elevating your brand’s identity and setting it apart.

Adding to this exclusivity, the sensory appeal of a tangible product is more likely to inspire an emotional connection with a buyer and make them feel like they are closer to purchase.

Reach your target audience

We take a multi-channel approach to property marketing to ensure we communicate with potential purchasers along the various touchpoints of their journey. Direct mail, press ads, and brochures will target buyers both in their homes and while they’re actively looking for property at display suites.

As accessible as digital is, there are some audiences it just won’t reach as effectively as print. Retirees looking to downsize may not be as online-savvy, for instance, and the most thoughtfully designed emails can sit unopened in inboxes. A mixed media approach will guarantee that your bases are covered.

The brain favours print

Research shows that the brain finds print more memorable and engaging than digital mediums, with a lower cognitive load required (the mental effort needed to understand something).

A 2015 study from Canadian neuromarketing firm TrueImpact found that direct mail required 21% less cognitive effort compared with a digital ad, and participants were 70% more likely to remember the brand from the direct mail piece. In short, people’s brains are still wired to receive information from print, rather than digital mediums; the information is easier to digest and potential buyers are more likely to retain what they’ve read.

Print is still trusted

Print is generally considered more credible and trustworthy than other advertising mediums. An international survey conducted by research company Toluna in 2017 showed that consumers ‘trust, enjoy and gain a deeper understanding of information read in print’. There was a particular difference noted in how participants preferred to read their news, with 51% trusting stories read in printed newspapers compared to 24% trusting stories found on social media.

Advertise to passive buyers

While digital campaigns can be highly targeted and personalised, delivering high quality leads, there is the risk that some audiences can fall through the cracks. Passive buyers – a term we use to refer to people who aren’t actively looking to buy a property – can be potentially converted with a great opportunity or a strong emotional connection to a property.

This is where print mediums like press ads become relevant, as they generate a broad awareness and capture potential purchasers that you might not otherwise target. It’s also worth noting that since passive buyers tend to make emotional-based decisions when purchasing, they are also more likely to pay a premium price.

We can help you with marketing that combines targeted digital advertising with the highest standard in premium print products. If you have any questions about this article or want to discuss an upcoming project, contact our Creative Director, Lars Weisenberger, on 0447 133 022 or lars@tomorrowagency.com.au.