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REIQ Journal : July 2008
46 Technology Update Making a lasting impression By Tom Lewis, Marketing Manager, Fuji Xerox Printers Real estate agents are often faced with the challenge of delivering superior presentations to market or manage a property, while keeping printing costs under control at the same time. Well-produced colour brochures at property inspections can help deliver a lasting impression on buyers or prospective tenants and this could assist in gaining a premium price for a property. RESEARCH SHOWS THAT colour emphasises critical information and conveys a sense of professionalism. As the saying goes, “you only get one chance to make a first impression” and using colour demonstrates that you mean business. The decision to read or reject a flyer or brochure is made by the reader in just 2.5 seconds. Using colour can help keep a sales brochure on the desk and out of the rubbish bin. Agents often have a small budget to market a property and this must also cover the cost of printing sales brochures that are handed out during inspections. Some agents may choose to outsource the printing of sales brochures to an offset printer because costs are pre-determined by the cost per page, you only pay for what is being printed, and there is no capital or recurring cost associated with purchasing or maintaining a colour printer or replenishing consumables. REIQ Journal July 2008 However, the drawbacks may be: A high level of wastage due to fixed print runs and quantity based pricing; Reduced flexibility to change content before printing; Longer lead times due to job queue systems set up in shops; and Hidden personnel costs such as time spent liaising with printers. These days, the same high-quality results achieved with offset printing can be achieved by printing in-house if an agency has the right type of colour printer. There are obvious benefits to printing inhouse in terms of speed, flexibility, and control of content. Equally, there are concerns about expensive printers required to produce high quality prints and how printing costs could spiral out of control.