“If [your target audience] is retired, you can’t get to them through social media, you need flyers,” says Markham, Ont.-based broker Neres Sraidarian. “Every [demographic] area of real estate will work differently for advertising, [whether that’s] new developments or 20- to 40-year-olds, or retired people.”
Instead, Sraidarian urges agents to consider the type of client they hope to attract. For instance, investors and young professionals can be easily reached via social media and email marketing. Older clients, however, are best reached by newspaper ads, flyers and phone calls.
However, Ira Jelinek, an agent in Toronto, says he uses every medium at his disposal in an effort to avoid ruling out a potential buyer.
“You never know where you’re going to find somebody so you have to … use them all,” he tells REP. “You never know if you’re going to get one person looking at one thing or a potential buyer looking at another. You have to use all the potential mediums you have.”
Still, certain tools are necessary for every demographic, Sraidarian says.
“You still need open houses – it’s a basic of the business, how do you get people to walk into an open house with no [lawn] sign?” he says. “It’s not a game changer, it’s just added value and brand awareness for the [agent] trying to promote their own brand.”
Modern marketers are quick to point to social networking and smartphones as an instant panacea to all the marketing problems encountered by the real estate profession. Need to promote a house? Forget postcards, send an email. Who needs an open house when virtual tours are available 24/7? Not so quick; our tried and tested marketing methods will be in use for many years yet to come.