How Stone Real Estate stepped outside the box.
Print media has always been a cornerstone of real estate marketing. It offers impressive reach as well as a certain level of authority. But with the rapid development of highly targeted digital channels, it’s a good time to reassess how some of the more traditional mass print mediums can be better employed. There’s been a shift in buyer engagement across different media channels, suggesting there’s extra value to be gained from marketing tactics that focus on a more targeted message for a more specific audience.
It’s a sentiment echoed by Ben McNamara of Stone Real Estate – Mona Vale. “We do a lot of targeted digital and social media marketing, but we’re finding that the traditional print marketing really wasn’t having the same effect that it used to have,” he says.
So how do you make print media work harder for you? You may have an idea of who you want to be talking to, but it’s just as important to understand who’s actually buying in your local area.
Recognising this, Ben and his similarly forward-thinking sales partner Sasha de Bilde decided to take a closer look at the statistics, with the aim of developing a more targeted print campaign for their Pittwater portfolio.
Among purchasers in the Pittwater postcode, more than 62% don’t even live on the Northern Beaches. So while listings in local papers are still important for generating interest, there’s an immense potential market that will never see them.
An equally illuminating statistic the pair considered was that in the last 10 years, 65% of all premium and record prices across Sydney were paid by out of area buyers. Taking this on board, they wanted to create a print-based tool that would complement the success of their digital marketing. As Sasha notes, “If premium prices are paid by out of area buyers, then it’s our job to bring out of area buyers to our clients’ listings.”
After engaging Campaigntrack, the result was a new magazine which showcased not just the agents’ listings, but Pittwater’s lifestyle and community – something that would offer greater appeal to prospective purchasers who might be less familiar with the area. Utilising their existing buyer database, Ben and Sasha can distribute the monthly magazine to targeted Sydney locales or even specific households, giving their listings more traction beyond their own backyard.
It’s an exciting example of how traditional print media can be rethought to have a bigger impact in an increasingly digital marketplace. Campaigntrack’s bespoke marketing solutions are helping agents like Stone Real Estate’s Ben McNamara and Sasha de Bilde discover new avenues to reach buyers and achieve results for their vendors. As the pair say, “The most important thing to us is that we add value for our clients and ensure that we get them the best possible price. We believe that this magazine, and the strategy we have behind it, will achieve this.”