Office goes multi-channel to conquer eyeballs and letterboxes

The best real estate marketing combines old-school newspaper advertising with a dedicated Facebook strategy, an award-winner has found.

Madeline Freemantle won the Excellence in Marketing category at Laing & Simmons’ annual awards after using print and digital channels to promote her Bondi Beach and Double Bay offices.

Ms Freemantle told REB that one successful marketing investment has been her decision to purchase colour back-page ads in the local paper, the Wentworth Courier.

“The Wentworth Courier reaches 65,000 letterboxes in our area, and a lot of the time the Wentworth Courier ends up on doorsteps upside down. So if you’ve got the back page, it’s like the front page,” she said.

“And it’s everywhere – whole streets will have the Wentworth Courier upside down and now it’s all yellow with Laing & Simmons and our latest ads.”

Ms Freemantle said she has also been using Facebook to boost her office's local presence.

That includes plenty of non-property content such as sharing the work of local photographers or fun pieces of trivia.

The office has also been using Facebook advertising to expand its local reach – spending $1 per day is translating into about two or three new likes per day, according to Ms Freemantle.

“Whatever I put on my Facebook page is about trying to engage the local community,” she said.

“I’m trying to keep linking us with the community rather than just being all about houses.”

Meanwhile, in other Laing & Simmons awards, D’Leanne Lewis from Double Bay was named top income-producing principal, Steve Noakes from Hornsby was named top income-producing non-principal, and Ray Fayad from Granville had the most transactions.

Granville won the Office of the Year award, Double Bay was the top income-producing office, Hornsby had the highest auction clearance rate, and Port Macquarie had the most transactions.

[LinkedIn: Do local newspapers provide return on investment?]

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