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Print marketing still works in the digital age

02 July 2015 Jay Garcia

Agencies that only use direct mail for sales may be interested in one business that's winning new managements from letterbox drops.

Agencies that only use direct mail for sales may be interested in one business that's winning new managements from letterbox drops.

Infinity Property Agents marketing manager Bernie Tynes said about 5 per cent of the company’s managements in 2014 came from direct mail.

“It’s a very small investment to make and you get a good return,” Mr Tynes told RPM.

The Sydney agency unveiled a new direct mail campaign last week, with 50,000 pieces printed for less than $1,000.

Mr Tynes said the campaign was introduced as part of a growth strategy for the agency’s property management branch.

“Given the market is so buoyant at the moment with investors, it’s an opportune time to introduce ourselves and build our brand in the property management sector,” he said.

The letterbox drops are part of the company’s cross-platform marketing.

“We’ve very strong on digital; we have a Facebook page, we have a Twitter account, Google+, LinkedIn and a YouTube channel,” Mr Tynes said.

Leading Property Managers of Australia executive director Bob Walters agrees that letterbox drops are cheap and effective.

“I stress that it needs to be considered as part of an overall marketing strategy to build brand awareness and a reputation for success in the marketplace,” Mr Walters told RPM.

He said the reason more property management businesses don’t use direct mail is because agencies put most of their marketing dollars towards sales.

“The better agencies are including property management letterbox drops as part of their business development strategies.”

[Related: PM turns profit with in-house listings magazine]

Print marketing still works in the digital age
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