Companies in a wide variety of industries utilise marketing gifts to raise their public profile and make prospective customers aware of what they have to offer. However, estate agents, for the most part, have failed to take advantage of the potential benefits of promotional products, a fact that entrepreneurial agency owners can use to steal a march on their competition if they are willing to take a small risk. If you would like to integrate corporate giveaways into your overall marketing strategy, read the following list of factors to consider before you start.
- The best gifts are those that your customers can use on a daily basis. A large, colourful balloon may seem like a good choice to promote your agency, given the fact that it is highly visible and has a generous surface area on which to print marketing slogans, but your clients may not find it very useful. An umbrella, on the other hand, would be just as visible, have a decent surface area on which you can print your details and slogans, but have the added advantage of being something that your clients will use on a regular basis.
- It is important to stay within your annual budget. Whilst it would be unwise to invest in the cheapest marketing merchandise available, simply because most of it is not of a sufficiently high quality to be used regularly, it is also important not to spend more than you can afford. Once your advertising strategies begin to pay dividends, in the form of more foot traffic and telephone enquiries about properties listed on your website, you will need to have enough cash left over to deal with these enquiries quickly and efficiently.
- You need to find a supplier that can fill orders without delay and without making any time consuming mistakes. There are many manufacturers and wholesalers of marketing merchandise from which to choose but not all of them have acceptable lead times for busy companies in competitive industries. If you should happen to be running low on a particular product that has proven to be effective as a promotional giveaway, you will need to be able to restock as soon as possible, in order to capitalise on the exposure your agency is receiving. Once your firm begins to become more widely known, maintaining the momentum of your advertising campaigns is crucial.
- A sense of fun can help to attract new customers. Although the business of buying a new property is a very serious one, there is no reason why you cannot have fun at the same time as promoting your agency to a wider audience. Many clients will appreciate the fact that you do not take yourself too seriously and may be more inclined to trust an agent that has demonstrated they are not without a sense of humour in business. For this reason, novelty items that might at first appear unsuitable are well worth considering when choosing promotional items.
- Giving satisfied customers something they can use in their new home will help to generate goodwill. A set of coffee mugs, printed with the name and telephone number of your agency, may not be the most original of ideas as far as marketing giveaways are concerned but they are sure to be appreciated by customers who are moving into a new property.
Investing money in corporate giveaways does represent a financial risk, especially to smaller agencies with a limited marketing budget, but it is a risk that can be well worth taking when you are selective about the gifts that you present to your clients.
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