Inspiration

Property Newspaper Displays. Are you mad?

RAT 76 (Rawlings Agency Tip)

Are you mad? One thing that strikes me as I visit agencies is the number of those who have a local newspaper distribution bin/rack/stand OUTSIDE their office. Why would you do this? On the basis that your ad might only represent say 5% of the agents featured, if you help distribute the paper you are effectively helping readers notice OTHER agents for 95% of their attention. This is a bit like the Greek tourist board also suggesting that holidaymakers might also like to consider Spain, Turkey, Portugal, France etc. Doh!

Better either to print your own outer wrapper and claim ownership of the whole paper, or at least bring the stand inside the office so people have to come in! Why make it easy for them to simply pass you by?

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© Richard Rawlings 2012
Richard Rawlings is the founding director of Estate Agency Insight, which specialises in helping estate agencies harness opportunity through innovative method, marketing, publicity, and training. He can be contacted at or on 0845 838 1354.

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