Real estate door hangers have been a lead-generation tool for realtors for years. However, if you’ve been thinking about making this type of advertising a part of your marketing strategy, there are a few things you need to know before getting started. Read on to learn more about this marketing tool; we’ll explain what door hangers are, how they work, and what you should consider before launching your first campaign.
What are real estate door hangers?
Above all, real estate door hangers are a marketing tool that real estate professionals can use to generate leads for their businesses. As the name suggests, door hanger marketing involves hanging signs on people's doorknobs, which advertise the agent's real estate business. These signs are a common way for agents to get their names out to potential customers and to offer their services.
Usually, agents will do a door hanger campaign in a particular farm area or neighborhood. They will also choose to print door hangers that advertise a specific aspect of their business, such as highlighting a listing that recently sold nearby or advertising an upcoming open house at their new listing. However, sometimes, the door hangers will be more of a general promotion or offer a particular service, like a comparative market analysis.
What makes real estate door hangers a valuable part of a marketing strategy?
Usually, real estate door hangers are seen as one facet of a complete real estate marketing plan. They're usually used in conjunction with other marketing tools, like a direct mail campaign or cold calling. However, there are some unique advantages to including door signs as part of your marketing strategy. They are as follows:
They are almost guaranteed to be seen
While it's easy to throw out a direct mail postcard or letter without even looking at the content, the best thing about door hangers is that they're almost guaranteed to be seen by the homeowner. No one is going to let a slip of paper sit on their front door indefinitely. They're going to have to remove it at some point, which means it will likely be read in the process.
They're very easy to personalize
While other marketing tools like postcards or letters can be hard to truly personalize, especially if you're hiring an outside company to do the legwork, there are very few restrictions on what you can do with door hanger advertising. Particularly if you're doing the distribution on your own, it's easy to attach a business card or a pamphlet to the hanger in order to give potential customers -- in this case, potential sellers -- more information about you.
They're fairly affordable
Intuit Quickbooks, the business accounting company, estimates that door hanger printing typically costs between $0.02–$0.08 per unit, depending on the cost of the design services and the number of door hangers that are being ordered. In contrast, postcards can cost $0.50 per piece when you factor in mailing costs, according to Postalyitics.
What should you consider when buying door hangers?
Just like any other real estate marketing tool, there are certain considerations that you need to take into account when thinking about door hangers. To give you an idea of what to expect when putting together your marketing campaign, we've laid out a few key points below:
Every door hanger campaign needs a crystal-clear message. Whether it's a campaign for an upcoming open house or a reminder that the spring market is just around the corner, every door hanger should feature a title line that introduces the subject of your advertising and a follow-up tagline that includes additional relevant information. In the case of the aforementioned open house, it might include the date and time of the event. In the case of the spring market example, it may be a catchy slogan. You'll need to tailor your message to fit your main topic.
Truth be told, your branding is the most important part of any door hanger campaign. A hanger should clearly state your name, the fact that you're a real estate agent or realtor, and your contact information. At a minimum, you'll want to include your phone number, email, and website address. However, if you're willing and able to spend a little more on printing costs, you may also want to include a photo of yourself on the door hanger.
The door hanger design
Next, you'll want to consider the door hanger design itself. In particular, you'll want to think about the layout, which fonts and colors should be used, and whether or not it makes sense to include any additional marketing materials, like a business card or pamphlet. Ideally, you'll also be able to tie this aspect into your branding by using your company colors and fonts or by incorporating another aspect of your business.
Once you have all the above aspects under control, it's important to consider the cost. As we explained above, the amount you'll pay will vary depending on the complexity of the design, the number of door hangers that you plan on ordering, and whether or not you plan to have someone distribute them for you. As a general rule, you should gather a few price quotes (three is standard) for the project before making your final determination.
How should you distribute door hangers?
Once you have your door hanger advertising in hand, your next step is to figure out how to properly distribute them. To do that, you need to do the following:
Research the perfect farm area
On one hand, sometimes finding the correct farm area in which to give out your door hangers is pretty self-explanatory. For example, if you're doing a "just sold" advertisement, you'll want to deliver them to homes in the surrounding neighborhoods of properties you've recently worked to sell. If you're doing a more general advertisement for your services, you may want to do some research into the potential target areas where your hangers could have the biggest effect.
Think about adding a small gift to your door sign
If you want to set your door hangers apart, think about adding a small gift to these door signs. You can, of course, give away anything that you'd like, but typically a small trinket like a magnet will do. You can tie these two items together by referencing the item that you're giving away in the copy.
Consider door knocking
If you don't want to spend the extra money giving away a small gift but still want to go the extra mile to set yourself apart, consider door knocking along with hanging up your door sign. This gives you a chance to introduce yourself to the homeowners and explain the services that you can provide for them.
The bottom line
By now, it should be clear that real estate door hangers are a cost-effective way to market your services to the people in your target area and can be a valuable part of your marketing strategy. Think about using the tips above to make door hangers a part of your next marketing campaign.