Spotlight on … LJ Hooker’s flyer strategy

By The LDN Team | 27 January 2017
Spotlight on … LJ Hooker’s flyer strategy
LJ Hooker’s Head of Marketing, Heather Hilton explains why flyers are still an integral part of the company’s marketing mix.

Established almost 90 years ago, LJ Hooker has grown to become Australia’s best-known real estate brand. Flyers continue to be a key component of the company’s marketing strategy.

LJ Hooker’s Head of Marketing, Heather Hilton, says flyers have been part of the marketing mix for decades for one simple reason: they deliver the brand directly into the hands of property owners. 

“Unfortunately we can’t predict when a property owner needs a real estate agent. Our agents need to be consistent in their advertising, so when it is time, the LJ Hooker brand comes to mind.”

But even if you aren’t in the real estate industry, you can learn from their success. 

Here are Heather’s top tips for a winning flyer strategy:

Have a clear objective

“Your flyers should form part of a wider marketing plan which has a number of marketing mediums – all with a consistent message. We use flyers for three objectives: brand awareness, property marketing and market commentary. 

“Brand awareness could be agent profiling, national campaigns, or promoting our expertise. Property marketing is the flyers announcing just listed properties, auctions, just sold, and sales successes. And market commentary tells our customers what is happening in the local market. Every flyer has a mission.” 

 

Every flyer has a mission

Be consistent

“Consistent messaging is absolutely essential, especially if your goal is brand awareness. For example, if our national campaign offers the chance to win a dream holiday when customers get an appraisal, we need to ensure the full suite of marketing matches. Everything from flyers to our digital space and the shop front needs to focus on promoting this message. The offer might not spike interest when the consumer first sees it, but when they start seeing it everywhere, they won’t be able to ignore it.”

LDN Campaign

Less is more

“If your budget allows a run of 20,000 flyers, don’t drop them all in one hit. It is far more effective to drop 2,000 flyers over 10 months to the same area with different messages that resonate with the local market.”
 
You don’t want to put every single detail in the flyer – stick to the point.

Stick to the point

You don’t want to put every single detail in the flyer – stick to the point. The most important thing is the call to action, which for us is usually ‘Visit our website’ or ‘Contact your local agent’.”

Be relevant 

“We tell our agents it’s fine to show some personality but make sure you promote your personal brand in the best possible light, it's important to be authentic. This comes back to being consistent with the brand and staying on message.”

Never stop innovating

“The internet has fundamentally changed the way most people search for properties and it is still evolving. However some things remain the same – the passive buyer still flips through property pages in their local newspaper to see what sold over the weekend, for example. 

“It’s important for our agents to stay ahead of the curve and get savvier to achieve that cut through with consumers. This means looking for more creative ways to use flyers along with other channels, like sale boards  and online including social strategies.”

Ready to put these lessons to work? Our team can help you create your winning flyer strategy – talk to us. Looking for more inspiration? Check out these flyer examples. 

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