The Value That Magazines Add to Your Marketing Strategy in the Real Estate Industry ºº

The Value That Magazines Add to Your Marketing Strategy in the Real Estate Industry

Rolled up magazines with reflection on background

In today’s digital age, where online platforms dominate marketing efforts, it’s easy to overlook the power of traditional media. However, magazines continue to play a crucial role in shaping marketing strategies, especially in the real estate industry. Let’s explore how magazines add value and enhance your real estate marketing efforts.

1. Targeted Reach and Niche Audiences

Magazines offer a unique advantage: they cater to specific niches and demographics. Real estate magazines, for instance, attract readers who are actively interested in property investment, home buying, and related topics like our Ideal Home Magazine or our Shared-Agency-Magazine. By advertising in these magazines, you can directly reach potential clients who are already engaged in the real estate market. Unlike broad online platforms, magazines allow you to target your message precisely.

2. Credibility and Trust

Magazines on wooden table close up

Magazines have a long-standing reputation for credibility. When your real estate business is featured in a reputable magazine, it lends credibility to your brand. Readers perceive magazine content as well-researched and reliable. Being associated with trusted publications enhances your reputation and builds trust with potential clients. It’s like having a respected colleague vouch for your expertise.

3. Tangible and Lasting Impact

In a digital world filled with fleeting content, magazines provide a tangible experience. Readers physically hold the magazine, flip through its pages, and spend time absorbing the information. Unlike online ads that disappear with a click, magazine ads linger. A well-designed ad can stay in readers’ minds long after they’ve put the magazine down. This lasting impact contributes to brand recall and recognition.

Young woman relaxing at a resort

4. Quality Content and Storytelling

Magazines excel at storytelling. They allow you to showcase your real estate projects, share success stories, and highlight unique features. Through in-depth articles, interviews, and photo spreads, you can convey your brand’s story effectively. Whether it’s a luxury property, a sustainable development, or an innovative architectural design, magazines provide the canvas for rich, engaging narratives.

5. Local Focus and Community Connection

Many real estate magazines focus on local markets. They highlight neighborhood developments, market trends, and community events. By advertising in these magazines, you align your brand with the local community. Readers perceive you as an active participant, not just a business seeking transactions. This community connection fosters trust and encourages potential clients to choose you over competitors.

6. Complementary to Digital Efforts

Magazine and Tablet

Magazines and digital marketing need not be rivals. They can complement each other. Use magazines strategically alongside your online campaigns. For instance, feature a property in a magazine and promote it further through social media or email newsletters. The synergy between print and digital amplifies your reach and reinforces your message.

Conclusion

In the dynamic real estate landscape, magazines remain relevant and impactful. They offer targeted reach, credibility, lasting impressions, storytelling opportunities, local connections, and seamless integration with digital efforts. So, next time you consider your marketing mix, don’t underestimate the value that magazines bring to your real estate strategy.

Remember, while pixels may dominate screens, ink on paper still holds sway in the hearts and minds of potential buyers and sellers. 🏡📰

Sources:

The fantastic power of QR Codes for your Marketing

The fantastic possibilities of QR codes

QR codes are on the rise. You can see the pixel squares in more and more publications and advertisements, and nowadays readers also know how easy it is to scan them with a smartphone and retrieve the additional information.

qr code exmple. QR code verification. Isometric barcode mobile scanning, customer makes paying with phone scanner. Info QR code vector illustration. Smartphone scanner, qr isometric online

Static versus dynamic QR codes

Static QR codes are the classic redirection to a website. However, the content, i.e. the destination address, can NOT be changed once it has been created! A static code saves the website in the QR code and then forwards to it. But what if the URL is no longer valid or has been misspelled and your flyers have already been printed?

To avoid this, there are dynamic QR codes. Dynamic QR Codes allow you to change the URL afterwards and point to a new website. And this can be changed as often as you like! Furthermore, with dynamic QR Codes it is possible to track by whom, when and where the QR Code was called. So you always have up-to-date data about your advertising effectiveness and can redirect to a new landing page, new product video etc. if necessary.

Dynamic QR codes can also be used to control campaigns with precise timing and to control activation and deactivation. For example, special offers or competitions can be activated for a limited time.

cube of qr codes

Beware of “free” offers

Even if it sounds tempting, beware of offers that are too good. With all free offers you have to live with restrictions and often advertisements are displayed over which you have no control…

That’s why we recommend you only work with professional providers. At ADS we use professional systems with no advertising or other restrictions, just like our other services such as virtual magazines.

Some application examples for QR codes

Social Media QR Code:

Use the possibility to offer your customers all social media options to stay in touch or follow you with only one QR code.

Digital business card:

Create a QR code for the smartphone with your optimised business card. All your details including social networks. So they automatically end up in your contacts’ address books, WITHOUT typos.

Digital restaurant menu card QR:

With our QR codes, they can conveniently upload your menu as a PDF (we’re happy to design your cards too) and update it at any time. You can display time-controlled lunch and dinner menus. Your menu is automatically displayed in the correct language.

Vouchers:

Create QR codes for one-time redeemable vouchers in your restaurant or shop. The vouchers can be shared via Whatsapp, Facebook… with our integrated share function and you will reach more potential customers.

App Qr Code:

Promote your app and direct your customers to the relevant app store to install your app.

Lead generation and feedback QR Codes:

Collect feedback via forms or new newsletter subscribers. By submitting the page, the prospect will directly receive an email with their voucher, e-book etc.

Promote real estate:

Simply create a QR code for each property, and this way your potential customer can see more information about each property in your shop window and contact them directly if they are interested. You can also use dynamic QR codes on your For Sale signs to show the customer more information, photos and a video of the property and integrate a call-to-action button. And with each new property, you simply change the dynamic link and can use the same sign over and over again.

These are just a few examples of the countless possibilities of QR Codes. Contact us for your project and we will find the perfect solution.

Finally, a small tooltip:

We can recommend the QR Code Generator from Canvas. It is perfectly integrated into the Canvas programme and generates static QR codes that you can then immediately embed in your design. Check it out here: Canvas QR Code Generator

5 Reason why you should advertise in print magazines on the Costa del Sol this year

1) People will be eager to relax and spend time on the beach after a lock down year. Latest for summer it is foreseeable that tourists are coming back. And most of them have money (last year you could hardly spend your money).

2) People like grabbing a glossy magazine in their holidays and flick through. We see it every time we distribute magazines on the Golf Clubs, Beach Clubs, Restaurants… people literally take them form us before we can put them in the magazine rack.

3) According to the latest neuroscientific results, people remember better things that they have touched like magazine pages (https://www.revistasari.es/la-neurociencia-del-tacto/) and also tend to emotionally connect with what they touch which supports the brand awareness.

4) The latest studies also confirm that companies who allocate 5% of their marketing budget to print have an average improvement in ROI of 90 % and also that campaigns that use magazines deliver 161 % improvement in customer acquisition (https://www.twosides.info/wp-content/uploads/2021/01/ThePage_ISSUE15.pdf)

5) A magazine gets the full attention of the reader and if the content appeals, they take the magazine and store it for reference (hence: contacting advertisers)

And 5 things what to be aware of when advertising in magazines on the Costa del Sol

1) First of all, you have to decide between general interest magazines and special interest magazines. Depending on your sector, one or the other makes more sense. If your product is very specific and your potential customers limited, we suggest you go for special interest magazines.

2) Think if you want to push your brand or a sell a specific product. If you want to push your brand maybe you take a PR article together with an image ad and if you want to sell a product, adapt your ad accordingly.

3) Think of the time of the year when you want to run your campaign. The coast attracts different types of tourist depending on the season. Golfers come from September till May; Sun-Lovers come from June till September…

4) Make a research on the publications and their background! We can’t repeat this often enough. During our 13 years of existence as a company and publisher, we have seen so many “Brand-New-Game-Changing” titles that promise their advertisers 100 of thousands of printed copies plus millions of online views and some even promised thousands of copies sold in Norway, Dubai, Russia… and all for small money for a full-page ad. IT DOES NOT HAPPEN. Sorry, but if it sounds too good to be true, it isn’t going to happen. The serious magazines here on the coast charge a fair amount of money. We pay our taxes here and deliver excellent quality.

5) Think long term. Creating and maintaining a successful company requires marathon qualities and not a sprint. Although a magazine ad can help you push a certain product, to get long term benefits and establish you company on the coast, we recommend advertising your company and brand consistently. It pays off!

For all construction companies, developers, real estates and related businesses like lawyer, decoration, interiorism, furniture, gardeners… we strongly recommend considering Ideal Home – the Leading Real Estate Magazine on the Costa del Sol

Transmission of COVID-19 through paper/cardboard surfaces

Transmission of Covid-19 through paper/cardboard surfaces
By: Sam Upton for Two Sides

The world has changed very rapidly in recent months. Almost every aspect of daily life has changed completely, from business and politics to culture and society, and it will be a while before everything returns to normal.

Transmission of Covid-19 through paper surfaces
At a time when there is intense focus on the spread of Covid-19 and ways in which that spread can be reduced, much attention has been given to different surfaces and how those surfaces can retain and potentially spread the virus. Since paper and cardboard are very physical media, they have been under the spotlight, with concerns expressed about whether people can contract the coronavirus simply by touching them. So we have investigated the facts surrounding the transmission of Covid-19 through paper/cardboard surfaces.

The facts

Research and guidance from the world’s leading health organizations, including the World Health Organization (WHO), the Journal of Hospital Infection and the National Institute of Allergy and Infectious Diseases, suggest that the risk associated with surface transmission of Covid-19 is relatively low. According to the World Health Organization, the likelihood that an infected person will contaminate commercial products is low and the risk of contracting the virus that causes Covid-19 from a package that has been moved, traveled and exposed to different conditions and temperatures is also low. [1]

The most authoritative scientific research on the topic of surface infection rate is from the National Institutes of Health (NIH), the Centers for Disease Control (CDC), UCLA and Princeton University, which studied how stable the coronavirus was on different surfaces. It found that among plastic, stainless steel, and cardboard, the virus lasted the longest in plastic (up to 72 hours) and the shortest in cardboard (up to 24 hours) [2]. That time is shortened when the surface is exposed to air, and the virus becomes less powerful as it is exposed. The printing process will also decrease the potency of any virus.

Newspapers are quite sterile because of the way they are printed and the process they have gone through, said George Lomonossoff, a virologist at the John Innes Center in the United Kingdom. Traditionally, people have eaten fish and chips in them for that very reason. So, all the ink and printing makes them really quite sterile. The possibilities of [being infected] are infinitesimal. [3]

Addressing concerns

In addition to the conditions under which the paper is made, and the printing and distribution processes that significantly reduce the amount of viable particles needed to infect someone, the material itself is not a good location for the virus to exist. Researchers found that the coronavirus lasts longer on smooth, non-porous surfaces such as plastic. Because paper and cardboard are porous, they have the least power for the shortest time [2].

Further research on the relationship between Covid-19 transmission and surfaces will undoubtedly be conducted in the coming months and years. Understanding this pandemic is vital if we are to avoid a repeat of its devastating consequences. But it is also vital to address concerns about its spread, and we will work hard to keep you up to date on the latest paper and board research.

1] International News Media Association (inma), 2020

2] Aerosol and surface stability of HCoV-19 (SARS-CoV-2) compared with SARS-CoV-1, 2020

3] Interview with BBC Radio Scotland, March 2020 Translated with www.DeepL.com/Translator (free version)

(translation automatically by deepl.com)

Transmisión de Covid-19 a través de superficies de papel / cartón

Por: Sam Upton para Two Sides

El mundo ha cambiado muy rápidamente en los últimos meses. Casi todos los aspectos de la vida diaria han cambiado por completo, desde los negocios y la política hasta la cultura y la sociedad, y pasará un tiempo hasta que todo vuelva a la normalidad.

En un momento en que hay un enfoque intenso en la propagación de Covid-19 y las formas en que se puede reducir esa propagación, se ha prestado mucha atención en diferentes superficies y cómo esas superficies pueden retener y potencialmente propagar el virus. Dado que el papel y el cartón son medios muy físicos, han estado bajo el foco de atención, con preocupaciones expresadas sobre si las personas pueden contraer el coronavirus simplemente tocándolos. Así que hemos investigado los hechos relacionados con la transmisión de Covid-19 a través de superficies de papel / cartón.

Los hechos

La investigación y la orientación de las principales organizaciones de salud del mundo, incluidas la Organización Mundial de la Salud (OMS), el Journal of Hospital Infection y el Instituto Nacional de Alergias y Enfermedades Infecciosas, sugieren que el riesgo relacionado con la transmisión de Covid-19 desde las superficies es relativamente bajo. Según la Organización Mundial de la Salud, la probabilidad de que una persona infectada contamine productos comerciales es baja y el riesgo de contraer el virus que causa COVID-19 de un paquete que ha sido trasladado, viajado y expuesto a diferentes condiciones y temperaturas también es bajo. [1]

La investigación científica más referenciada sobre el tema de la tasa de infección superficial es de los Institutos Nacionales de Salud (NIH), los Centros para el Control de Enfermedades (CDC), UCLA y la Universidad de Princeton, que estudiaron qué tan estable era el coronavirus en diferentes superficies. Encontró que entre el plástico, el acero inoxidable y el cartón, el virus duró más tiempo en plástico (hasta 72 horas) y el más corto en cartón (hasta 24 horas) [2]. Ese tiempo se acorta cuando la superficie está expuesta al aire, y el virus se vuelve cada vez menos potente a medida que se expone. El proceso de impresión también disminuirá la potencia de cualquier virus.

Los periódicos son bastante estériles debido a la forma en que se imprimen y el proceso por el que han pasado, dijo George Lomonossoff, virólogo del Centro John Innes en el Reino Unido. Tradicionalmente, la gente ha comido pescado y papas fritas en ellos por esa misma razón. Entonces, toda la tinta y la impresión los hacen realmente bastante estériles. Las posibilidades de [ser infectado] son infinitesimales. [3]

Abordar las preocupaciones

Además de las condiciones de fabricación del papel, además de los procesos de impresión y distribución que disminuyen significativamente la cantidad de partículas viables necesarias para infectar a alguien, el material en sí no es una buena ubicación para que exista el virus. Los investigadores descubrieron que el coronavirus dura más en superficies lisas y no porosas como el plástico. Como el papel y el cartón son porosos, tienen la menor potencia durante el menor tiempo [2].

Sin duda habrá más investigación sobre la relación entre la transmisión de Covid-19 y las superficies en los meses y años venideros. Comprender esta pandemia es vital si queremos evitar una repetición de sus devastadoras consecuencias. Pero también es vital abordar las preocupaciones relacionadas con su propagación, y trabajaremos arduamente para mantenerlo actualizado sobre las últimas investigaciones en papel y cartón.