Real Estate Realities April 09, 2008 Promotional products effective in marketing to home buyers and sellers
By Jeanie Casison
The U.S. housing market might be in a slump, but real estate professionals can still remain relevant with home buyers and sellers by using promotional products in their outreach efforts. The Irving, Texas-based Promotional Products Association International recently released research results based on its survey of more than 700 attendees at last year's National Association of Realtors Expo.
Among the key findings of the PPAI survey are that nine out of 10 realtor companies use promotional products as part of their marketing initiatives, and more than 70 percent of real estate agents rated promotional products as "effective" or "extremely effective." In addition, nearly 95 percent of those surveyed mentioned that promotional products are included in the budget right from the beginning and are purchased when needed.
"The world is increasingly high tech, and promotional products deliver a high touch element. They allow realtors to reach out to consumers on an individual basis and provide that personal touch at a time when they are making what will probably be the single largest purchasing decision in their lives," says Anne Larder, spokesperson for PPAI. "When you give someone a promotional product, it is a beginning of a relationship and that’s key for realtors."
The PPAI survey also provides insight into how realtors use promotional products. Increasing name recognition (62 percent), getting new customers (57 percent), generating goodwill (53 percent), getting referrals (52 percent) and increasing sales (47 percent) ranked as the top five applications.
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