Marketing Practice > Theory
At first blush, it seemed like a terrific idea: use the back of your (Realtor’s) business card to showcase an individual listing.
My second thought: why didn’t I think of that??
But, on reflecting a little more, I realized why the business card of the Buyer’s agent who showed my listing the other week was the first and (so far) only Realtor business card that marketed properties that way.
Three Hitches
The catch(es)?
I see three:
One. Even if you’re a prolific business card “hander-outer,” you’re still likely passing out less than a couple dozen business cards a week (or more likely, leaving them behind at homes you’ve shown Buyers).
That’s not a ton of exposure for the home showcased on the back of the card. Especially if you divide it up amongst multiple listings (see next).
Two. Which home(s) do you showcase? Busy agents in the Spring can easily have half a dozen (or more) simultaneous listings.
Do you make multiple versions of your business card?
That seems a little lot unwieldy and inefficient.
Three. Timeliness/Stale info.
In a fast-moving market, especially at lower price points, it’s common for well-priced, well-marketed homes in the Twin Cities to sell in less than 10-15 days.
The ink on the customized business card might be scarcely dry before the home was under contract, rendering it obsolete.
Listing Details
Curious about the home showcased on the business card I collected, I searched for details on MLS.
Sure enough, it was a Minnetonka home that sold in Spring.
Two years ago.
Bottom line: any truly innovative marketing strategy will quickly be copied.
If it isn’t . . . there’s usually a reason (or three). 🙂
See also, “Realtor Business Card Collection”; “Umm . . Do You Hand Out Magnifying Glasses With Those??”; “The Shape(s) of Things to Come? Maybe”; and “Too Much Information” — Realtor Version.”
