We recently wrote a post that extolled the virtues of and provided tips on traditional marketing for real estate agents. We felt that it was an important topic to cover as many agents tend to move all of their time, focus and funds toward the digital. While digital is certainly an important piece of the marketing puzzle, traditional marketing should not be excluded.
Traditional vs. Digital Marketing: What Are They?
It may go without saying, but what is traditional vs. digital marketing?
- Postcard mailers
- Print newsletters
- Radio and TV advertising
- Social media
Bringing Traditional and Digital Marketing Together
Many agents wonder: If digital marketing is either free or at a super low cost these days, why would I even touch traditional marketing methods? The answer is simple. Reach and exposure. Yes, you can bet that much of your target audience is on social media and browsing the Internet. However, they are also watching TV, listening to the radio, driving and opening their mailbox.
That means that you have a number of opportunities to reach out to your target audience. The key, then, is to marry the two types of marketing. How? By driving people from your traditional marketing to your digital marketing outlets.
You see this every day. Billboards and TV ads push people to websites. Print newsletters can encourage recipients to “read more” by visiting a blog. And social media icons are everywhere. Every day, for example, I pass the billboard on the freeway of a local real estate agent whose image is squarely plastered on a blue background, a simple tag line and his website. After a couple months of this, I was ready to find out just who this curious character was and took to his website and social media!
The idea is that traditional marketing engages a passive audience while digital marketing is more active. Think of it as getting in front of them as often as you can with traditional marketing then inciting them to action through digital.
Getting More Personal
Following this idea of passive versus active engagement, you can get, of course, more personal with social media, for example. Blanket a specific area with traditional marketing and with your digital marketing, target your audience more specifically. This means employing the tools that Facebook Ad Manager or Googld Ad Words, for example, give you to target specifically based on location, interest and specific demographic information.
It’s important to remember this because many agents may think that the platform should work like traditional marketing. You have an opportunity to really stretch your dollars and attract exactly whom you’d like to with digital marketing, so make sure you do!