I do not think anyone can dispute the fact that the web is part of everyday life for just about every person in the U.S. these days. Checking email, finding out what our friends are doing on Facebook and Instagram, and even performing many of the daily requirements of our jobs, we are online.

With all these eyeballs, it is no surprise that there are literally an army of advertisers that want your attention as you surf through the web. If they grab you, they can track what your online interests are, and re-market to you in a contextually relevant manner, hopefully capturing your business. As I have written in prior articles about ad retargeting, this very affordable, very effective way of marketing is great!

So these are all great things right? Yes, but I see a problem in the way that some agents are using online advertising in their overall marketing campaigns, and it is hurting their business. Namely, they see the affordability, and the "techie feeling" of online marketing initiatives and decide that they can go without other forms of advertising that may be more expensive, essentially putting all their eggs in a single basket.

The Key to Life is Everything in Moderation

As the owner of a company that invests a great deal of money in online advertising and original content creation, I can without a doubt say that I am NOT telling you to ignore any sort of online marketing/advertising effort as part of your overall real estate marketing campaign. I am saying though, as I have many times, that there is no "magic pill" that will solve all your problems.

If you are only doing one type of marketing (e.g. online banner advertising), you are missing giant segments of your marketplace, and your exposure and brand are suffering because of it. To that end, you have to have other forms of marketing in play, or you are going to be doing yourself a disservice. While there are, of course, many forms of marketing out there, today I am going just going to focus on postcard marketing.