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March 10, 2015

Real Estate: Where It’s At!

Submitted by Kelly Glass

Humans have been living indoors for a long, long time. It’s odd to think about it, but the home is probably the world’s oldest possession other than clothing. Yet, as consumers and viewers of the news, we tend to think of real estate as an industry sector that is entirely “cyclical”. But real estate is always in demand and people are always on the move.

Almost every President that has presided over the nation in modern times can proudly boast that, under their watch, home ownership was at an all-time high. And despite the boom and bust of the Great Depression, the stagnation and inflation of the 1970s and 80s, and the market meltdown and mortgage crisis preceding 2008, real estate always comes back. And so do the sales people and SMBs in the real estate market.

Whether or not it’s the view from the corner office that ultimately sells prime office space, or the neighborhood and schools that entice homeowners to buy, many people will say they could not have done it without a real estate agent or firm helping them in the process. On the residential side in particular, well-respect voices from Money Magazine to Inc. cite the importance of working with professionals.

A Real Estate Agent Meets with Clients and Serves a Strong Target for Promotional Products

In one of our previous blogs, which talked about golf promotions, we mentioned the fact that promotional corporate and charity events like golf outings, silent auctions and fundraisers of almost every kind tend to attract local businesses as sponsors. Real estate agents and their firms are almost always among the first to participate.

Why is that? Well, it’s simple. Although real estate may not be a commodity, there is no shortage of salespeople out there. In order to get business, real estate agents and the firms they work for need to establish reputations. Getting names out there is the first step.

The good news is that branding through promotional products works, according to our friends at ASI. Their 2014 Impression Study found that consumers hold onto promotional products as well as remember the brands on logoed items. For example, the study found that 56% of U.S. consumers own and use logoed pens, while 85% of consumers remember the brands that give them outerwear products like jackets and pullover fleeces. This is exactly the kind of reach and recollection sales-based businesses want.

Moreover, Bloomberg Businessweek pointed out in an article just this past week that real estate agents are riding high, with the market and support from mortgage bankers in good shape. However, the barriers to entry into this sales market are very low.

Still, real estate remains a relationship business. Agents live and die by their reputations and the contacts that they make, and benefit from name recognition. Real estate firms know this.

While the product sold is very different, the sales approach is much the same as that of the promotional products distributor.

So, it you are looking to get into the game with a sector that will continue to grow and prosper, make sure to contact your local real estate firms, as well as the contacts that you already have in real estate to show them how you can help them reach new customers and build their names and reputations.

For real estate agents and commercial real estate firms, building reputations and getting their names out there is everything. You in an ideal position to help them do that!

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