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Printed marketing pieces like postcards will generate a better response from clients than email blasts, according to one marketing expert.
Malcolm Auld, who has been addressing brokers at a six-state RP Data roadshow, said science proved that people were more receptive to print than digital.
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“The reason is simple: printed literature is tactile and it affects all the senses – sight, sound, touch, taste and smell,” he said.
“Because it’s tactile, it affects more senses, which effects the emotional reaction in the brain.”
Mr Auld said clients would respond well to postcards provided they were personalised and contained an offer.
“Postcards can be quickly consumed. You don’t have to open anything up,” he said.
“They’re reasonably cheap to produce. They can have a personality of their own. You just need an interesting visual, so people go ‘What’s this about?’”
Mr Auld said one way brokers could use postcards was to graphically show that house prices in the client’s suburb were actually growing faster than prices in famous cities like New York.
