The Power of the Brochure
In an era of increased digital dominance, where an effective web page can deliver all of a projects necessary information, one might wonder why brochures are even produced at all. It’s our belief that beautifully printed collateral still holds a very important place in the marketing and sales of real estate.
The Emotional Pull
Print collateral is still appreciated by the consumer; there is a reason people still use handouts and take handwritten notes in meetings – print is primal. Information presented on paper is part of the human history, ingrained since the use of woven papyrus as a writing surface in the earliest civilizations.
Graphic design teams will use terms of touch in reference to presented work, terms like “feeling important” or having a “tactile richness”. Print offers an added sense that a web page or email cannot deliver. Seeing a brochure on a screen doesn’t deliver the same tactile fulfillment as holding that very same brochure in your hand.
Fighting Digital Overload
We are inundated with million of images on our screens each day and this digital overload dilutes the wonder and sense of importance in even the most beautiful, well-crafted design. Our tactile world is important, it affects our choices in what we wear, how we sleep and even what we eat. It cannot be dismissed.
A project brochure can serve as a great source of inspiration. The impact on the customer is longer lasting, and this psychological advantage should be given the attention and respect it deserves. A well designed, thoughtful and informative brochure works, and it keeps on working. It’s called a “leave-behind” because it extends the project experience beyond the web page, email and PC visit.
After interaction with a sales prospect is over and the customer departs to make a buying decision, a great leave-behind continues to influence by reinforcing the brand and keeping it “top of mind” in the same vein as an email or social media post — only your project information and content is actually on their desk where they work or on their table where they live every day instead of buried in an inbox or social media feed.