Social media and other digital marketing initiatives no doubt rule your real estate marketing when it comes to metrics. After all, these online outlets, including email marketing, make it super easy to track and measure all sorts of data.
What about traditional marketing? Like postcards, flyers and ads? Can these be measured?
You might not be able to measure these more print-focused marketing tools the same way, but we do have some ideas for you on how you can determine their success.
Link Them Up
Depending on what your flyer is used for, you can include some subtle ways to measure certain things that you get out of it. Let’s say for example that you would like to measure how many people are coming to your website from a particular flyer or postcard. A very common way to measure that is to include a very specific URL that brings your audience to a special landing page.
You can also include a special code for them to unlock a guide, for example, on your website or to sign up for your e-newsletter.
Same goes for a phone number if you have a special system that allows you multiple numbers (something like Grasshopper). Include a special line just for flyers and postcards and measure how many people call it.
One important thing to note is to keep your marketing pieces pretty much the same during a given period. As you’ll see, this will help you tremendously when refining your marketing plan.
Dig into the Data
Let’s get really basic, like Excel spreadsheet basic. Once you have all of your collateral out in the world, start collecting the data. Designate a row for each collateral, denoting the date it was sent out, the specific demographic or farm and any other specific information.
Each week, check the analytics on your website to see how many people reached your website through the specific links (remember the specific link will reveal the specific postcard, flyer or ad it was on).
If you are measuring phone calls, you can easily tally these for each marketing piece as they come.
What else can you measure that might help? Different demographic measures such as gender, age and the like can help you understand better which marketing pieces appeal to which groups the most.
Once you’ve dug deeply into the data, you can use this information to adjust your marketing strategy. This is where having your marketing pieces relatively the same comes in handy. By keeping the wording and imagery the same, you can see two things: who responded the best to it and which medium captured the most leads.
Overall, did men respond more than women? Did you get more responses from your flyer, postcard or ad? What ended up being your cost per lead over a certain period of time for each medium? This is just a snippet of the information you can glean from such a campaign across traditional print.
Now you can adjust your marketing for future campaigns. Perhaps you will continue to use grocery store shopping cart ads with a message that appeals to women more since that demographic responded the most from that medium.
Traditional print is not perfect, but with a more scientific approach, you can determine how much it counts in your marketing efforts!