Estate Agency leaflets through doors – Ideas to make them work better.

Living in Colchester, one where there are quite a few chimney pots and many thirsty estate agencies, old and new, we do get to see our fair share of leaflets come through the door seeing if we are at all tempted to sell our property… So, do leaflets really work these days?

I would say the most common two leaflets we see are undoubtedly in first place, fast food takeaways, but not too far behind are estate agency leaflets. Mostly these leaflets are titled ‘Thinking of selling’ or very similar so unless you are thinking of doing so, it’s very likely that the leaflet will hit the recycle bin quite quickly. Other leaflets are more imaginative and spell out the benefits of choosing the said estate agency if you are thinking, or ever to be thinking, of using the services of an estate agent.

I think we all know that the response of leaflets are very low, though I haven’t a reliable source to give me an exact figure, but I would expect it to be around 1% and below. What can you do to lift this figure and gain better results from leaflet marketing, three important factors are:

Try and use a catchy photo as this is likely to be the first thing people see when flicking through the free leaflets in the local newspaper or picking up the one that’s just hit their door mat. Think outside the box as many will lead with merely their estate agency logo or basic images such as a house or keys.

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Size and design of leaflet also has an effect on attracting someone’s attention, an A4 leaflet on cheap paper, blank on one side, will have less of an effect say on a bespoke leaflet printed on quality card in an irregular shape or size. Design could be that you are providing a free new year calendar, time table for Wimbledon Tennis Championship, Football World Cup etc…

The wording you use and especially title will determine if you’ll get the interest of your potential client… Rather than “demand is high in your road” or “Mr Smith is looking for a property exactly like yours” (let’s be honest, we are all now very used to these tactics) think outside the box and more towards what’s in it for the person reading the leaflet so use eye catching titles.  Free wine and cheese evening – £35,000 more on average for your property – Drop this leaflet off for a chance to win a holiday for two – Etc, etc…

estate agency leaflets

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Christopher Walkey

Founder of Estate Agent Networking. Internationally invited speaker on how to build online target audiences using Social Media. Writes about UK property prices, housing, politics and affordable homes.

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