In-house magazine is agency's ‘best referral tool’

In-house magazine is agency's ‘best referral tool’

21 October 2015 by Jay Garcia 0 comments

An in-house weekly promo mag has helped deliver one of Australia’s best auction results from last weekend.

Buxton Brighton sales consultant Leigh Hallamore sold a four-bedroom home in the Melbourne suburb of Brighton for $3.7 million with added exposure from Buxton’s weekly property magazine.

“The print publication is still an important part of our distribution method for our vendors, since it’s able to cross-pollinate buyers in all sorts of adjoining suburbs that see something appealing where they may not have thought to look,” he told REB.

“It’s our best referral tool to spread across our network of offices.”

Mr Hallamore said the magazine is produced in-house, has a print run of 8,000 per week and generally has about 200 pages, depending on the strength of the market.

It goes to a targeted audience of people who either attend inspections or visit one of Buxton’s offices, and is printed in landscape A5 so it can easily fit in handbags or briefcases.

“One-million-dollar-plus properties always feature a double-page spread and the sub-million-dollar properties feature a full page,” he said.

“It’s all funded through vendor advertising; each listing is in there for three weeks and then on the fourth week, on the Saturday for the auction, it has a smaller listing with a small photograph and the details of the auction.”

Mr Hallamore said the weekly title is a vital part of the organisation’s marketing strategy, since it’s a tangible way to display available properties while competing with online.

“You post something on the internet and hope it gets seen, but the magazine is a weekly reminder of what stock we've got for sale,” he said.

[Related: Agents doing more print marketing than last year]

promoted content
Recommended by Spike Native Network
Listen to other installment of the Real Estate Business Podcast
reb top 100 agents 2016

With a combined sales volume of $13 billion in 2016, the Top 100 Agents ranking represents the very best sales agents in Australia. Find out what sets them apart and learn their secrets to success.

featured podcast

featured podcast
At the top of his game: how this agent evolves to stay number one

Get up close and personal with the best real estate sales agents in Australia in Secrets of the Top 100 Agents. ...

View all podcasts

Are dodgy agents being punished enough?

Yes (8.6%)
No (55%)
Only in some states (2.3%)
Not all dodgy agents are being found out (34.1%)

Total votes: 220
The voting for this poll has ended on: April 15, 2017
upcoming events
REB Awards
Sydney The Event Centre 12 Sep
REB Awards
Sydney The Event Centre 12 Sep
Melbourne The Event Centre 14 Oct
Brisbane The Event Centre 18 Dec
View all events
Do you have an industry update?