Are you thinking of gifting some real estate marketing products or promotional items to potential and current customers?
That’s a great idea, and there are some convincing marketing facts and figures confirming that it‘s a smart move.
But there are also some pitfalls, which can even be a bit damaging when done wrong.
This article will discuss 14 benefits of using custom real estate marketing products, 6 statistics about the most popular and effective promotional items, and popular real estate marketing products.
In the last section, you will learn how you could stand out, be remembered and take gifting marketing products to the next level.
14 Benefits of Using Custom Real Estate Marketing Products and Promotional Items
Some may scoff when hearing about using custom real estate marketing products or promotional items.
I also scoffed until I looked a bit deeper into some statistics.
I was a bit surprised, I must say, but see for yourself, although with a grain of salt, since some of the statistics come from slightly biased sources:
- It is easier to recall the name of a particular brand for 90% of people who receive a marketing product (source).
- One promotional item can generate, on average, 344 impressions per month, so, in some cases, this might even be cheaper than some paid traffic advertising methods (source).
- In order to achieve marketing goals, 70% of brands view promotional items or marketing products as mostly or always effective (source).
- A marketing product can create a more favorable impression of the marketer or advertiser in 53% of cases (source).
- A marketing product is kept for two years by 60% of consumers (source).
- There is a correlation between the quality of a promotional item and the reputation of the respective company for 72% of consumers (source).
- A marketing product is used at least once a week by 53% of consumers (source).
- Less than half of consumers (48%) wish to receive promotional items more often (source).
6 Statistics About the Most Popular and/or Effective Marketing Products
- 85% of consumers remember the advertiser and brand best when the marketing product is an apparel item (source).
- People consider health, technology, safety, and writing products as the most useful (source).
- Bags generate the most impressions compared to other marketing products (6000 during the period of time it is used, (source), and together with writing instruments have the lowest cost per impression at one-tenth of a cent (source).
- Consumers who received a promotional item did business with the respective company in 85% of cases (source).
- If the marketing product was made in the USA, 53% of consumers (source), and if it was environmentally-friendly, 42% have a more positive opinion about a particular advertiser (source).
- Should you combine marketing products with social media advertising campaigns, you can increase the effectiveness by 44% (source).
In order, from most often owned to least often owned, these are the marketing products that consumers keep (source):
- Writing instruments (89%)
- Drinkware (88%)
- T-Shirts (80%)
- Bags (73%)
- Headwear (69%)
- Outerwear (67%)
- Poloshirts (65%)
- Desk accessories (64%)
- Calendars (62%)
- USB Drives (58%)
- Umbrellas (45%)
- Mobile powerbanks (33%)
So, the main goal in using marketing products or promotional items is actually to increase brand awareness.
When we look at the list above, you can clearly see that marketing products are more effective the more often they can be used in daily life by potential clients and current clients.
And the more often they are used, the more often consumers are made aware of a particular brand’s name, consciously or even unconsciously.
This can lead to a higher conversion rate towards a potential sale.
If these products are given away, the marketing message can even be spread (not exactly viral) further and decrease the same costs it would have taken to reach more potential clients with other methods.
So to summarize a bit, marketing products can get you more for your money because at least the common ones usually have low prices.
At considerably low prices, you can achieve a high impact.
If you do it right and choose the right marketing products, it can be 66% more cost-effective per impression than other forms of conventional advertising, such as magazine, newspapers, and TV advertisements (source).
By using marketing products, you can have your real estate business logo printed on them, which remains in cars, offices, homes or other places for a longer time.
This makes it easier for your potential clients or repeating clients to recall your real estate business name. Without being annoying, your marketing message can be reinforced by that.
The benefits mentioned above are more likely to unfold when you make sure that your marketing products are well-planned and thoughtful.
I will dig a bit deeper into this important factor in the last section of this article.
Another positive effect is that you take advantage of reciprocity.
This is the deeply rooted human behavior that after receiving a positive action, you want to reward this action (source).
So it creates the feeling of wanting to give back.
You might have noticed this behavior already when you read the statistics above.
Popular Real Estate Marketing Products and Items You Usually Think Of
So the benefits and statistics mentioned above look promising already, and when you search in different search engines for promotional real estate items, you will usually stumble upon these conventional items on the first search result pages:
- Realtor keychains
- Tote bags
- Can coolers and Koozies
- Sport and water bottles
- House shape clips
- Stress balls
- Tape measures
- Portable cell phone chargers
- House-Shaped flyswatter
- Calendar house magnets
- Circle magnets
- Vinyl desk ads
- Wine openers
- Stuck umbrellas
The majority of these items have price tags below $10, and I would suggest that all of the common items above are found in the first searches, but pens, tote bags, and mugs will land quite early in the trash and don’t lead to the promising benefits mentioned in the stats.
How You Could Stand Out, Be Remembered and Take Gifting Marketing Products to the Next Level
Now, I would like to challenge most of the above and make the case that you can take the already promising benefits of real estate marketing products to the next level impression, conversion, and referral wise when you take on a completely different perspective.
You might remember that I mentioned that the benefits of using marketing products really unfold when you make sure that your marketing products are well-planned and thoughtful.
But what is meant by that?
Luckily, there is a great book I would like to recommend called “Giftology” by John Ruhlin (for free on Kindle Unlimited right now).
The author makes a rather obvious case for smart, thoughtful, and generous gifting.
You will see later why it’s rather obvious but often overlooked.
Ruhlin is allegedly the world’s authority in maximizing customer loyalty through radical generosity.
You can also listen to a podcast episode with him on the Jordan Harbinger Show.
If John Ruhlin had a say, he would discard all the above ideas of promotional items, even though not necessarily unbiased statistics say that they generally have a positive marketing effect.
His teachings have been used by Fortune 50 companies to billionaires, and more.
According to him, gifts are the antithesis of trinkets and promo, and people would make fun of you for a long time if you used your name or logo on a Tiffany’s vase you gifted for a wedding of a client or acquaintance.
Nevertheless, this is what happens very often in corporate America.
Rather, he makes the case to approach gifting as if you were a billionaire.
And the aim of the gift should be to make someone feel like a VIP or very special.
The impression a gift should make is having the potential client or recurring client think that you went out of your way and put energy, effort, resources and time into a particular gift.
This doesn’t automatically mean you have to spend a lot of money on it.
But it would mean that it took time, energy, and creativity.
That’s why Ruhlin doesn’t give a standard list of promotional items like the ones mentioned in the beginning of this article to his clients that commission him for the gifting services his company provides.
He even makes the point that a business logo can add value, but it may also take value away.
An example he mentions is Gucci’s logo.
It’s very small, almost not noticeable, but everyone knows that the respective product is from Gucci, nevertheless.
So when using your logo on a gift, it’s a good idea to make it classy and not in the face.
Another point he mentions from his own experience is that there are people in corporate America that put in $100,000 in the right gifting and get $1,000,000 out.
If done well, it can be an ATM machine, according to him.
He makes an interesting example of the right gifting to a CEO of a larger company in the finance industry.
To be able to create the right gift, they found out information about his legacy, his character traits, some serious health issues he had to fight in the past, and that his grandma believed in him and inspired him to get into finance when he was eight years old.
They included this valuable and personal information in a mug, and this CEO cried when receiving this gift.
This was just a mug that Ruhlin would otherwise discard as a bad gift when used in a conventional way (e.g., just take a mug and put your company logo on it).
But in this case, this rather conventional marketing product was converted into quite a thoughtful and personalized gift, and it wasn’t just a mug with a logo on it.
So the trick is to find and create a gift that honors the person, shows them who they are and matters to the receiving person.
This also means that it’s not the person who spends the most on a gift that wins but who’s most creative.
Ruhlin also mentions the risk of offending people if you are not thoughtful. This can easily happen with gifting food.
The next important factor is timing, which is almost as important as the thoughtful and creative part.
You will have the best effect when a gift shows up to the receiving person out of the blue in contrast to sending out Christmas gifts that are almost expected and happen very often out of obligation.
The right timing can even compensate for sending out a crappy gift.
According to Ruhlin, most people get the timing part wrong, so your gift will be just part of the noise and not necessarily stand out.
One of the last points the author makes in the interview is that using gifting needs to be a long game because it’s about relationship building.
So, in conclusion, what can we make out of all this information?
The positive marketing effects of marketing products and promotional items are evident because you can take advantage of the psychological effect of reciprocity.
But to get the best out of it, you might want to put some extra effort and creativity in personalizing these products to show the person who they are.
This can even be done with a pen or a mug, and one prerequisite of being able to do this is knowing the other person well enough.
And we are back again at one of the key principles also important for other marketing campaigns, which is knowing your target audience.
Want A Free Copywriting Checklist For Your Real Estate Marketing?
Subscribe to the "Hacking Real Estate Marketing Insiders", where you will get out of the box real estate marketing ideas and blog updates on a regular basis.