OPPORTUNITIES IN THE
REAL ESTATE MARKET
A vertical focus for approaching new clients
2015
Companies you know
The Market Defined
Real estate businesses are involved in the buying,
selling, and renting of developed...
Top Trends For This Market
• Real estate will remain a hyper local business
• Color catalogs integrated with online offeri...
4
Understanding:
May not understand
marketing channels
Time:
Turnaround time can
be very short
Did you know that the average
annual external print spend in
the real estate segment is
$16,400?
5
According to InfoTrends...
Real estate organizations have a
wide variety of marketing
communications needs. All of
these needs provide a tangible
opp...
Bringing More Value
One way to differentiate your
company is to provide unique
materials that enable higher value
printed ...
Move.com:
Automating real estate agent
prospecting and lead
generation
8
Campaign Results
• 61,000 agent subscribers produce approx. 365,000 cards monthly
• Monthly response rates average 3%
• Ag...
The real estate market provides
many revenue opportunities for
you as a print service provider.
The opportunities include ...
Mohawk MakeReady provides
practical tools and actionable
information for digital printers
like you.
11
We can help…
Visit:...
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Opportunities in the Real Estate Market

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For most print service providers, their biggest challenge is identifying and capturing new clients—especially in this highly competitive marketplace. One often overlooked strategy is looking to vertical markets for new revenue opportunities. To better assess your capabilities to serve vertical markets, you need to first understand their behaviors and service needs.

This presentation on the Real Estate Market is part of a series of PowerPoints created to help you better understand, and target, six of the highest value verticals according to InfoTrends.

Let’s get started. Do you have any real estate clients in your portfolio? If not, you may be missing out. The real estate industry consists of over 300,000 firms employing more than 550,000 people.

Brought to you by Mohawk MakeReady, this presentation can be used for your internal training purposes.

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  • For most print service providers, their biggest challenge is identifying and capturing new clients—especially in this highly competitive marketplace. One often overlooked strategy is looking to vertical markets for new revenue opportunities. To better assess your capabilities to serve vertical markets, you need to first understand their behaviors and service needs.

    This presentation on the Real Estate Market is part of a series of PowerPoints created to help you better understand, and target, six of the highest value verticals.

    Let’s get started. Do you have any real estate clients in your portfolio? If not, you may be missing out. The real estate industry consists of over 300,000 firms employing more than 550,000 people.

    Brought to you by Mohawk MakeReady, this presentation can be used for your internal training purposes.
  • Real estate businesses are involved in the buying, selling, and renting of developed property, including activities such as appraisal, brokering, management, and investment. Firms generally fall into two primary service categories: residential and commercial.

    Residential
    Firms serving this real estate market segment are often independently-owned and operated franchises (such as RE/MAX). These firms typically pay a fee to the franchisor in return for training, marketing, management, administrative support, and greater name recognition. Marketing activities are typically targeted to consumers.

    Commercial
    This segment is typically categorized into retail spaces, office buildings, and industrial spaces. These firms are often larger than their residential counterparts and more commonly involved in property management. Marketing activities are typically targeted to businesses.

    MakeReady Tip: Both segments of this industry rely heavily on targeted marketing communications. Could you improve on what they’re currently doing? Could you create a more compelling offer that would have enticed you to schedule a showing?

  • Understanding the current and upcoming trends for a particular market can help give you insight on activities that may influence their decision to bring on a new vendor. According to a recent study by InfoTrends, these are four main trends for the real estate market. Any one of these could affect a client’s buying process. For instance, both the trend towards localization and the concern for ROI—these could lead to personalized print projects, such as housing look books, cross media campaigns, and agent calling magnet cards.

    MakeReady Tip: Take time to understand your target market and where that market is going. It will help you be perceived as intelligent and cognizant of shifts in the market, ultimately providing you with new opportunities to better serve your clients.
  • Like many other organizations, the real estate segment faces many challenges that ultimately provide opportunities for print service providers. Two of these primary marketing-related challenges include a lack of understanding about how to integrate marketing channels and a lack of time to complete projects.

    Think about positioning yourself as their outsourced marketing partner. Explain the advantages of a good marketing mix—including print, online and email. What can you offer that will both educate them as well as solve their problems. Can your company provide managed campaign services? Project management? Targeted e-mail?

    And of course, when there is never enough time, digital printing is the hero. Take the time to explain the short turnaround time with digital print and the ability to do smaller, more targeted runs.

    MakeReady Tip: Show them the value of a targeted, consistent message spread across multiple channels. Explain the benefits of each channel and how a good mix can help mitigate risk while allowing for test marketing.
  • The average annual external print spend in the real estate segment is $16,400. This could be annual revenue coming into your business.

    Where is this revenue going now? A recent InfoTrends study indicates that 50% of the business is going to commercial printers, 33% to Office Super Stores, and 21% to self-serve copying and printing services. Two takeaways from these numbers: real estate companies are using different vendors for different types of jobs, and, all of these types of print providers utilize digital equipment.

    Shockingly, only 21.4% of real estate promotional materials are personalized… even though two thirds of real estate businesses agree that personalization improves recipient response rates. This is an excellent opportunity to sell the benefits of variable data printing through digital.

    Of those surveyed, 36% expect to increase external print spending on promotional material. This could be more potential revenue in your pocket once you demonstrate the value your company can bring to the table.

    MakeReady Tip: Sell the value of personalization for the real estate industry’s target market. When the buying decision entails considerable dollars, people tend to be more likely to respond to more personal communications than generic mass market approaches.
  • Real estate organizations have a wide variety of marketing communications needs. All of these needs provide a tangible opportunity for your company’s services. Here is a list of some of the most common uses as determined by a recent InfoTrends study.

    Top 5 Marketing Communications
    e-Mail marketing (68.1%)
    Signage and point-of-sale advertising (67.6%)
    Newspaper advertising (57.2%)
    Printed direct mail (52.9%)
    Printed directory, such as Yellow Pages (49.1%)


  • How can your printing business capture some of this business? You need to bring something more than just your capabilities. You need to bring value. One way to differentiate your company is to provide unique materials that enable higher value printed products to be created. Let’s take a look at how Mohawk Specialty Digital Substrates can help you provide this value to your real estate customers.

    We discussed printed direct mail and signage as a type of print collateral being produced by some real estate organizations. Here are some specific examples of how new Mohawk Specialty Digital Substrates can be used for this type of application and environment.

    Synthetic Materials
    - Choose any of the moisture, wear resistant PVC or Polyester sheets for durable open house cards or custom hangers for water bottle giveaways.

    Pressure Sensitive Materials
    - Use Pressure Sensitive materials to create personalized water bottle labels for an event, name tags, or wall signage.

    Magnetic Materials
    - Get a charge out of magnetic materials! Create agent calling cards, apartment magnet advertisements, or fridge calendars.

    Embedded Card Materials
    - Use these materials for customer appreciation cards, home owners association membership cards, or a combined letter/business card.

    Mohawk Specialty Digital Substrates are designed for the entire range of digital color production presses including those using high heat to fuse toner as well as HP Indigo ElectroInk.

    For more information, visit www.mohawkconnects.com/products/digital
  • Now that we’ve discussed tangible applications you could sell into this market, let’s take a look at a specific customer case study.

    Move, Inc. (Move.com) is a leader in online real estate with 9.3 million monthly visitors to its online network of websites. Move wanted to provide their affiliate agents with the ability to easily create and send highly personalized direct mail postcards to prospects within defined geographical neighborhoods. They also wanted to automate the print fulfillment and order processing functions.

    To help distinguish Move from other direct mail offerings, they developed a personalized approach. Each affiliate agent subscribing to Move’s Market Builder service got 30 postcards delivered to a portion of their prospect list. Each postcard contains access to a personalized online landing page that included real estate market activity reports unique to the recipients area.


    (This full case study can be found at www.PODi.org.)
  • With this multi-faceted program, Move not only controlled their brand messaging, but also turned 61,000 of their agents into loyal subscribers… driving 365,000 postcards in monthly print volume! And with 3% of consumers responding by visiting their targeted online site, they obtained just under 11,000 monthly visitors.

    Customer satisfaction not only makes it easier to gain repeat business, but it can help you win similar business from new clients. Explain the potential ROI of a project to help sell. Use data and real examples to demonstrate how you have helped your clients achieve their marketing goals.

    MakeReady Tip: Use case studies of your existing clients to help win similar business from new clients, particularly if they are in the same vertical.
  • The real estate market provides numerous revenue opportunities for you to capture. It really boils down into these key opportunities:

    Trend toward Cross-Media communications. Look to integrate direct mail, social media, QR Codes (for video tours!) and personalized landing pages.

    Real estate agents understand the importance good photography and well produced print products play in the sales process. Can your company offer in-house design/photo services?

    Agents are looking for ways to differentiate from competitors. Think about how you can take a unique approach to target marketing to make your clients stand out.

    Automated lead generation solutions can help secure repeat customers and repeat business. This is an opportunity for internal Web-to-print storefronts with a network of providers, as was the case with the Move testimonial.

  • Digital printing is changing…and fast. That’s why we created Mohawk MakeReady. A go-to place for guidance, insights and tools to keep you prepared for what’s next.

    There’s a reason we named this service MakeReady … a little irony, too. Taking a familiar industry term in a new direction, Mohawk MakeReady offers ways for you to make more efficient use of your time, material, people and entrepreneurial energy. To grow your digital printing business, you need to be prepared — with actionable information and tools — so your team can implement best business practices, craft effective sales strategies, and create opportunities to use and promote new high-value products.

    That’s what you’ll find here: an ever-expanding site, rich with content built on the experiences of digital printers like you.

    As a leading manufacturer of digital substrates, Mohawk brings you practical wisdom gained from our experience in sales, marketing, production, and operations. With how-to articles on marketing your business, videos on topics like precision sheeting, and PowerPoint presentations showcasing how to identify sales opportunities. All strategies you can put to work today.

    Talk to us. Let us know what’s on your mind. Mohawk MakeReady. Dedicated to making you ready for the exciting future ahead.





  • Opportunities in the Real Estate Market

    1. 1. OPPORTUNITIES IN THE REAL ESTATE MARKET A vertical focus for approaching new clients 2015
    2. 2. Companies you know The Market Defined Real estate businesses are involved in the buying, selling, and renting of developed property, including activities such as appraisal, brokering, management, and investment. Firms generally fall into two primary service categories: residential and commercial. 2 Source: InfoTrends 2011
    3. 3. Top Trends For This Market • Real estate will remain a hyper local business • Color catalogs integrated with online offerings attract consumers • There is a need to better leverage digital assets and data to intersect buyer and seller during online research activity • Cost and return on investment will continue to be a concern in media and marketing spend 3 Source: InfoTrends Capturing the SMB Communication Services Opportunity 2009
    4. 4. 4 Understanding: May not understand marketing channels Time: Turnaround time can be very short
    5. 5. Did you know that the average annual external print spend in the real estate segment is $16,400? 5 According to InfoTrends… Source: InfoTrends’ Capturing the SMB Communication Services Opportunity 2009
    6. 6. Real estate organizations have a wide variety of marketing communications needs. All of these needs provide a tangible opportunity for your company’s services. So, what are they producing? • E-Mail marketing • Signage • Point of sale advertising • Newspaper advertising • Printed direct mail • Print directories 6
    7. 7. Bringing More Value One way to differentiate your company is to provide unique materials that enable higher value printed products to be created. Mohawk Specialty Digital Substrates can help you provide this value to your real estate customers. 7
    8. 8. Move.com: Automating real estate agent prospecting and lead generation 8
    9. 9. Campaign Results • 61,000 agent subscribers produce approx. 365,000 cards monthly • Monthly response rates average 3% • Agents are loyal and repeat customers • Trigger based marketing has proven to be an efficient lead generation tool 9 Source: PODi.org
    10. 10. The real estate market provides many revenue opportunities for you as a print service provider. The opportunities include these key products and services: Why You Should Consider Pursuing this Market • Campaign management • Database management • Data-driven personalization • Cross media services • High-quality digital print • Mailing & Fulfillment 10
    11. 11. Mohawk MakeReady provides practical tools and actionable information for digital printers like you. 11 We can help… Visit: www.MohawkMakeReady.com for more tools, to request a meeting, or to join the community.

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