Why traditional marketing still works

There is an ongoing debate as baby boomers make room for Gen X and Millennials: Is traditional marketing passé or not? Attention must be paid to the fact that this burgeoning customer base is always connected via computers, Blackberries and iPhones, and 72 percent of the American population has access to the Internet. Builders do need to communicate with the net generation on their terms. But that doesn’t mean that traditional marketing is ineffective.

Successful marketing has always been about fine tuning one’s message and using the right mix of media to deliver that message to a targeted audience. Now this means finding the precise mix of new and traditional methods. Marketing has never been a “one size fits all” practice. There may be more sizes on the market, but you still have to find the one that fits your message. And that still includes traditional marketing.

At some point, people need to be exposed to information. Traditional marketing strategies push a controlled message to consumers, whereas many new media strategies, such as social media, relinquish control and invite a two-way conversation. However, the chain of communication has to originate from somewhere. Traditional marketing still begins the conversation and gives people something to talk about.

Take PR, for instance: There is still value in creating buzz around communities. This lends itself easily to viral marketing, but the PR mechanism has to grease the wheels through traditional methodologies. Generating positive press, whether it is online or off, produces encouraging results because you engage a respected third party to help you reach new customers. PR provides buyers with information they need to make a decision from a reliable source. It is not new. Nevertheless, it is still extraordinarily effective.

Many U.S. adults still read the newspaper weekly either in print or online. Whether your customers get their news from the computer or leaning back with a paper, they still look to their local publications as valid sources of information. Most publications offer an online presence with print. Print ads are still useful for brand building, creating awareness and putting your message out. Placing an ad in the real estate section will help to legitimize a brand with readers because papers are still seen as reliable sources in the flooded information highway.

You’re not only selling a home. You’re selling a community. Events have always been a staple in marketing new communities. They generate buzz and create a sense of belonging. The message has not changed because of the digital media revolution. People want to get a tangible, physical feel for a community before making the rather large decision to purchase a home. Events provide this.

Events are a traditional marketing strategy that can tap into the benefits of social media helping to build buzz and grow a community. However, a social media community doesn’t replace a real one. When a person buys a home they are joining an actual community, not just an online community. An event also allows potential buyers to interact with you directly. Nothing replaces live, professional and courteous feedback.

Once buyers have seen the community, or even if they have just visited the website, they will want a well-designed brochure and easy-to-use-and-understand pricing tools that help them make a solid purchasing decision. Brochures provide buyers with a branded piece of collateral to use when making a decision. They deliver your message directly to potential customers as well as provide a physical reminder that enhances your brand. They are traditional but essential in creating an impression, and are still very effective marketing tools.

An example of all of this in action is the opening of TLofts, a sustainable loft community in West Los Angeles. A fully integrated campaign, combining traditional media such as PR, print and broadcast with an online campaign and the power of social media was used to generate buzz around the opening. The opening was a grand slam by any standards—drawing in more than 300 people and resulting in 20 sales.

The bottom line is that effective marketing revolves around a simple truth—you need to have a well-defined message. It all starts from there, and traditional marketing still offers many effective tools for getting your message out and starting the conversation.