The real estate market may be starting to cool off, but that doesn’t mean there aren’t opportunities for promo. In fact, distributors are seeing a steady or increased promotional product sales from real estate agents, mortgage firms and new-construction companies looking to enhance their marketing to potential buyers. Make sure you know how to target prospects in real estate and what products will help them grow their brands.

Real Estate Market Snapshot

When you’re pitching to anyone in the real estate market, it’s a good idea to understand what their market is experiencing overall. It shows you took the time to research and understand your client and their customers’ wants and needs. Let’s take a look at some overall stats:

• The typical home is selling in 76 days, 10 days faster than last year at the same time.
• Each of the four major regions of the U.S. had year-over-year double-digit market growth in spring 2022.
• The median home price in the U.S. in spring 2022 was $329,100 – the highest it’d been in over 20 years.
• The average sale price of a home increased from $389,400 in 2020 to $408,800 in 2021.

Make sure you also research your local market, including what’s happening in neighborhoods and the closest big cities. Many real estate agents and firms will target specific neighborhoods, so before you call on them, educate yourself on real estate-related news by taking a look at social media sites, government sites or even just around the neighborhood. Things like new construction or the addition of new restaurants or stores can have a huge impact on a neighborhood and present other opportunities for promotion with the people you’ll be calling on.

End-Buyer Target: Real Estate Agents

Real estate agents tend to work with both buyers and sellers of properties. When they work with sellers, they are referred to as listing agents; when they work with buyers, they are called buyer agents. These agents need to market to both groups in a variety of ways to grow their business.

Ideas for Self-Promotion

We suggest printed materials, like business cards, brochures, postcards and flyers, as well as magnets. For the magnets, suggest the agent adds something else useful to the imprint, like the local football team’s season schedule or a calendar. This will help the magnet secure a permanent spot on the fridge and ensure eyes are on it frequently. These are just a few of the printed marketing items real estate agents use to find new customers and promote properties.

Products for Open Houses

Listing agents are responsible for organizing and managing open houses. You can generate large orders by offering to provide all the promo materials they need! Suggest signage, banners and balloons to attract people to the property. They may opt to have a sign-in sheet outside, in which case they’ll need a branded canopy or shelter. If they have a table, you can also suggest a branded table throw. In the open house, the agent should have a flyer explaining details of the property, as well as self-promo items and some swag visitors can take home with them. Recommend small, inexpensive and easy-to-carry items like house-shaped stress relievers or keychains, notebooks, pens and highlighters. For agents concerned with sustainability, reusable tote bags can also be a big hit, especially in states with plastic bag bans, as well as reusable drinkware.

Products for Closing Day

Real estate agents will celebrate with their customers on closing day. Pitch cool gift ideas like wine gift sets, food gift baskets or jewelry. Most agents will spend a little more on closing-day gifts, so don’t be afraid to get creative and sell items with a higher price tag. You can also pitch custom thank-you cards.

Referrals

Real estate is all about relationships. Don’t forget to follow up after a successful order to ask if the agent can refer you to other agents and other businesses they work with, including:

• Lenders
• Inspection companies
• Contractors
• Landscapers
• Interior designers
• Painters
• Plumbers
• Electricians

You can easily turn one sale into multiple by asking for referrals.

Let’s quickly touch on things to consider when targeting a few other businesses in the real estate market.

Real Estate Brokerage Firms

Brokerage firms are owned by a principal licensed broker, who then hires real estate agents to work for them. If you can get your foot in the door with an agent, they may be able to introduce you to the principal broker. Once you get their business, you may be able to close business for the entire firm. Just make sure you clearly understand any branding guidelines they have. Maintaining a consistent look is important to many well-known real estate brands.

Mortgage Firms & Lenders

Mortgage firms are the institutions that lend money to real estate buyers. Sometimes, they work specifically with certain real estate brokerage firms or agents. This means if you develop a relationship with one, it can easily turn into business with the other.

Although mortgage firms rely heavily on traditional forms of marketing, like email and online ads, they still have a need for swag. Some of them will also exhibit at events, so you can sell them the typical trade show products like canopies, table throws, banners, promotional printing and small giveaways.

A big sales opportunity for mortgage firms and lenders will be on closing day. Suggest products like cutting boards, crystal vases, coasters, aprons, grill accessories and other items buyers can use in their new home.

Be prepared and mindful that many brokerage firms are seeing a decrease in loans because of inflation. Ask probing questions and try to get their budget as early as possible to make sure you’re pitching items in their price range.

What types of products have you pitched to the real estate market? Share your suggestions on our Facebook page.