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SELLING CAPS INTO THE REAL ESTATE MARKET

A COMPREHENSIVEWHITE PAPER

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P urchasing any type of property is a huge commitment; it’s one of the biggest investments a consumer will ever make. Whether it‘s land, a home, or a business, she’s going to do her research to find a person or

company she can rely on to guide her through the process.

Promotional hats act as a first impression; a gift that will begin the process of building trust with clients. By helping your real estate customers understand this simple fact, you will maximize your selling potential and theirs.

The purpose of this document is to provide you with extended knowledge of the real estate market as it relates to promotional products, as well as offer tips to help you expand your cap sales into the industry.

In this guide, we will look at all sides of the real estate industry, so that you can have a better understanding of how to target each aspect of the business.

You will learn how to reach out to individual realtors, real estate companies, builders, property managers, and more. You will also learn how to optimize sales among the differing promotional product usage behaviors of each.

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REAL ESTATE AGENTS

R eal Estate is a competitive industry in which each realtor is working towards her own gain. It is similar to owning a small business. Realtors earn their main source of livelihood by

facilitating the sale of properties. To effectively promote the business, they must first promote themselves, and gain the trust of potential clients.

Because they act as an endorsement, hats help to build necessary trust between the buyer or seller and the real estate agent.

Will sellers trust a realtor to sell their house because they saw her face on a billboard or in someone’s yard? Perhaps, but a more likely scenario is when they trust her because they think other buyers and sellers trust her.

People trust people far more than they trust advertisements.

Perception is reality. Her hat acts as the wearer’s stamp of approval, and this type of promotion can influence anyone who sees it.

OPEN HOUSES ARE IMPORTANTPart of an agent’s job is to host Open House events for the sellers she

represents.

Here she stages the home with things like fresh flowers, homemade scents, and even fake furniture. She will remove anything personal from the home like family photos or children’s artwork.

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The day of the Open House, the realtor will arrive early stage the house and set up an information table near the entrance of the home.

Here is the part where you come in.

This table will have flyers with information on the home like square footage and number of bedrooms. It will also contain the realtor’s business cards, some light refreshments for guests, and an item branded with the agent’s name or her company’s logo, like a pen or a refrigerator magnet.

Who says a logoed hat cannot replace or even coordinate with the other promotional products on her table?

Headwear certainly makes a much bolder statement than a pen that will end up buried in a drawer of whichever house the buyer ends up purchasing, or even worse—lost or thrown away.

Wearables are perceived to have a much higher value than other promotional products. But unlike T-shirts, hats with adjustable closures fit most everyone, so there’s no scrambling around looking for sizes. Additionally, caps can be easily stacked on the small entryway table to complement the set-up.

THE DAY OF THE OPEN HOUSE, THE REALTOR WILL ARRIVE EARLY TO SET UP ANY STAGING AS

WELL AS AN INFORMATION TABLE NEAR THE ENTRANCE OF THE HOME.

HERE IS THE PART WHERE YOU COME IN.

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HOW YOU CAN HELPOpen Houses are just one example of an event worthy of promotional

products. Realtors can pass out branded caps to new or potential buyers and sellers anywhere, at anytime.

Promotional hats act as a first impression welcome message as well as a follow-up thank you gift. So, they can be used at any stage of the buyer’s journey.

Did you know that 85% of people did business with the advertiser after receiving a promotional product?

When you sit down with realtors it is important that you communicate you’re aware of their daily struggles and work to deliver them solutions. They so often work on their own with little administrative assistance; perhaps your most important task is to make their job easier.

By providing realtors with promotional solutions that both work and require little effort on their part, you’ll easily become their go-to advertising partner.

The simplest way to earn a realtor’s business is by solving her problems and offering above par customer service. Do these two things, and you’re in.

85% OF PEOPLE DID BUSINESS

WITH THE ADVERTISER

AFTER RECEIVING A

PROMOTIONAL PRODUCT.

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REAL ESTATE COMPANIES

A s we know, real estate companies work to facilitate the buying, selling, leasing, or renting of any type of land or property. Real estate professionals enable and simplify the process of

transferring ownership.

They negotiate to take a percentage or portion of the selling price as commission. Property can be bought and sold by organizations or individuals. The four main types of properties consist of:

COMMERCIAL PROPERTIES

STORES

RESTAURANTS

INDUSTRIAL PROPERTIES

WAREHOUSES

FACTORIES

LAND

AGRICULTURAL LAND

OIL OR MINERALS

RECREATIONAL LAND

VACANT LOTS

RESIDENTIAL PROPERTIES

APARTMENT COMPLEXES

CONDOS

DUPLEXES

HOUSES

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Since real estate companies work with such a diverse group of people, it’s important that their advertising strategy appeal to a broad range as well.

Hats act as a one-size-fits-all marketing medium and double as walking billboards. Real estate companies see both buyers and sellers day-in and day-out, so it’s vital that the marketing message resonates with both.

At the very least, companies should be giving out promotional hats every time they close a sale. More preferably, they will offer them to all their potential clients, just as they would a business card or a pamphlet.

Buying and selling homes and other properties is such a personal affair. Realtors spend a lot of one-on-one face time with their clients, even if they don’t ever close the sale.

Promotional hats can only strengthen that relationship. Clients who receive a gift are more likely to use that company the next time they’re in the market to buy or sell.

When selling to real estate companies, don’t forget about all of the events, galas, trade shows, etc. that their partners attend each year. Instead of passing out business cards like everyone else, convince them to think outside the box.

SINCE REAL ESTATE COMPANIES WORK WITH SUCH A DIVERSE GROUP OF

PEOPLE, IT’S IMPORTANT THAT THEIR ADVERTISING STRATEGY APPEAL TO A

BROAD RANGE AS WELL.

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OTHER RELATED BUSINESSES

A lot of hands touch a piece of property and its documents during the process of transferring ownership.

APPRAISERS & SURVEYORS

ARCHITECTS & BUILDERS

BANKS & LOAN OPERATORS

HOMES OWNERS’ ASSOCIATIONS (HOA)

INSPECTORS

INVESTORS

PROPERTY MANAGEMENT COMPANIES

TITLE COMPANIES

The structure has to be inspected and appraised; the banks and title companies have to review all of the paperwork and approve the loan. It’s not as simple as walking into a store and pulling something off the shelf.

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All of these individuals who help facilitate the process on the back end can also benefit from the use of promotional caps.

Real Estate companies work very closely with these people on a regular basis. Once you establish a relationship with one client in the industry, encourage them to introduce you to other influential people in the area.

If you surpass customer service expectations, they’ll be happy to recommend you and your products to their colleagues.

Organizations like HOAs and property management companies have a different objective—filling units. HOAs benefits from having all of the homes in their neighborhoods filled with families. Property managers don’t make money if their apartments or condos are empty.

Promotional hats will help them attract potential residents.

Find these people and organizations in your area and reach out to them to discuss the benefits headwear can bring to their business.

Again, don’t be afraid to ask your customers for additional contacts. Flex your networking muscles to maximize your selling potential.

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A t Outdoor Cap, we want to help you win the sale. When you succeed, we succeed. That is why we are offering these selling kits to you absolutely free. It is important to us that

your customers realize and take advantage of the value promotional headwear can bring them.

The real estate market is a multi-billion-dollar enterprise. With our high-quality headwear samples, the tips provided in this document, and your sales expertise, you should have no problem securing your piece of the market share.

For more information on increasing your promotional hat sales, visit our blog (blog.outdoorcap.com), and subscribe to our email updates. We offer free Business Development Kits periodically; you will be the first to know when new kits are made available.

YOU CAN SEE ALL OF OUR RESOURCES AND DEVELOPMENT KITS AT

OUTDOORCAP.COM/KITS

WRITTEN BY EMILY BARBEE