In the age of the email blast, a paper fl ier with a personal note can have a powerful effect.
addresses are not only part of a company's brand; they're also the key to connecting with recipients.
Measure and Modify It also pays to track property fl iers' eff ective- ness and make changes based on the data. For digital fl iers, this is relatively simple. CCIMs use basic Web analytics programs such as Google Analytics and email mar- keting soſt ware such as Constant Contact, Emma, and iContact to track open and click rates, which can be compared with incom- ing call and email logs. A low email open rate, for example, might indicate a need for a more enticing subject line. Other tracking methods work for digital
or print fl iers. Brian E. Fratzke, CCIM, prin- cipal broker with Fratzke Commercial Real Estate Advisors in Bend, Ore., uses a separate
phone number, email address, and URL to determine which prospects are contacting him via the fl ier. QR codes, square symbols that can be
scanned by smartphones, have also begun to appear on fl iers. Dikman tracks scans, which direct users to virtual property tours or web- sites that include additional information. Including a time-sensitive call to action is
another eff ective way to track — and moti- vate — fl ier recipients, Dikman adds. "For example, we off ered a $5,000 bonus on top of commission for a property in which we were seeking a bank or credit union," he explains. If someone called about the bonus, he knew how they found out about the property. Anecdotal responses can be valuable as
well. When anyone calls or emails, they should be asked how they discovered the listing. A month's worth of inquiries might
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CCIM.com May | June | 2012 21
provide enough data to determine whether a fl ier is obscuring a property's charms or eff ectively spotlighting them.
Rich Rosfelder is associate editor of Commer- cial Investment Real Estate.
Only @
CCIM.com/cire
What programs are CCIMs using to create and distribute property fl iers? Read "Functional Fliers," a Web Exclusive article, at CCIM. com/cire.
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