Traditional vs Digital Marketing
Strategy

Traditional vs Digital Marketing: Which Should Realtors Use?

Do you need to venture into digital marketing when you’re already using cold calls, handouts, and billboards to broadcast your services? Find out here!

With the growth in technology and lingering effects of the pandemic, many realtors – like yourself, are wondering if they should give up conventional marketing strategies for digital marketing. 

As such, a lot of our clients also constantly approach us with similar questions – which is why we’re officially clearing the air in this article. 

Without further ado, let’s dive right in!  

Traditional Marketing
1. Pros
1.1   More permanent and memorable
1.2   Lacks interruptions
2. Cons
2.1   Results are difficult to measure
2.2   Expensive
Digital Marketing
3. Pros
3.1   Wider reach with real time results
3.2   Great targeting abilities
4. Cons
4.1   Less permanent
4.2   Constantly evolves
5. Which do we recommend?

Traditional Marketing

1. Pros

1.1 More permanent and memorable

Buyers are more likely to remember your new condo ads when they encounter it in real life as opposed to their phones.

For instance, tactics like door-to-door marketing are more likely to stay in your buyer’s mind, rather than a social media ad they can scroll past in seconds.

Besides, since traditional marketing methods like TV ads, are still very much a part of a prospect’s day to day life, implanting your ad in their memories is easier. 

This makes conventional marketing more impactful compared to digital marketing.  

1.2 Lacks interruptions

Buyers can always overlook or close your ad when it appears on their mobile or laptop screens. 

But this sort of ‘interruption’ isn’t a choice with conventional ads. There’s no way to ‘skip’ it when you’re driving past a billboard every day or holding onto a flyer. 

As a result, traditional marketing is an effective way to grab the attention of your prospects long enough to leave behind an impression. 

2. Cons

2.1 Results are difficult to measure

Unlike the many tools available for digital marketing, there is no concrete way to measure traditional marketing campaign results. 

With digital marketing, you can count the number of individuals who clicked your link or viewed a video. But in the case of conventional marketing, there’s no guarantee a viewer actually sees your TV ad. Some of them could be dozing off or simply running their television in the background while they work on something else. 

This means you have higher chances of getting accurate metrics to make informed decisions with online marketing.

2.2 Expensive

Compared to digital marketing, traditional marketing is usually more costly. 

The rate of printing newspapers, distributing magazines, and recording radio audio clips are more expensive due to the limited advertising spaces available. 

What’s more, if you’re trying to land a commercial during highly watched events or secure a billboard in one of the most populated parts of a district, be prepared to fork out a hefty sum as well. 

On the flipside, digital ads are considerably more affordable. 

In fact, most social media and banner ads work on a pay-per-click or performance-based structure. This means you don’t have to pay a single cent unless users click on your ads!

Digital Marketing

3. Pros

3.1 Wider reach with real time results

While traditional marketing can undoubtedly reach a wide audience, it’s also often bound by time or geographic constraints. Its visibility is restricted to where your ads are physically placed or when they are scheduled to run. For instance, a billboard in the business district will mostly only be seen when the office crowd is streaming in and out of their workplaces.

Not only does digital marketing have access to the entire Internet population, your ads can be viewed by users whether they’re at home or even on the go – making its reach truly limitless. 

You can also track various metrics with each campaign.

This includes impressions, clicks, comments, shares, conversions, and more, making it easy for you to know how your campaign is performing.

3.2 Great targeting abilities

Google or social media is the first place your buyers turn to when they’re searching for information on a new launch, which makes targeting them easier via these platforms. 

But there’s more! 

Digital marketing also allows you to zero in on your audience based on their interests, habits, age group, and even financial income. What this means is that you no longer need to wonder if your ads are reaching the right market. 

This allows you to spend your budget more effectively and obtain more valuable leads for your agency.

4. Cons

4.1 Less permanent

Digital marketing efforts like Google ads, banners, promo emails or social media ads can have a fleeting, temporary nature. 

As mentioned previously, they’re intangible and can easily be ignored, especially if your target audience keeps scrolling or clicks to another page, your ad will no longer be on their screen.

4.2 Constantly evolves

While improvements in advertising platforms generally mean you get the most out of them, it’s not always easy to keep up with all these changes in policies, approaches, and tools. 

This is especially the case for realtors who have a packed daily schedule. 

As such, this reason is also why our clients turn to us for help in this department. Getting professional assistance means you get to swiftly act on these changes without wasting valuable time or even missing a beat! 

5. Which do we recommend?

Well, both! 

Hear us out – you might have noticed that some traditional marketing disadvantages can be overcomed by using online marketing, and vice versa. 

So, the real question here is; Why not both? 

This is exactly what many successful real estate marketers are doing today as well as what we often recommend to our clients. 

There evidently is a place in marketing for both traditional and digital. As long as this aligns with your goals and marketing budget, avoid limiting yourself to one marketing channel. By diversifying your marketing efforts, you can maximize your budget and reach a larger audience.

And there you have it – an answer to the age-old debate on traditional versus digital marketing. Interested in more real estate marketing content like this? Be sure to follow our LinkedIn or Facebook pages for more lead gen tips and tricks! 

Keen on leaving your new condo launch marketing in the hands of experts with a proven track record? Look no further than SellMoreCondos (SMC)! With years of experience under our belts, we’ve worked with over 100 realtors across Singapore to generate a whopping 2.5 million in commission. From property landing pages, to websites, Google Ads and more, we’re equipped with the digital solutions your agency needs to successfully close deals. Get in touch with us today!

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