Leaflet dropping is dead as a form of marketing, a lettings expert claims.
Former ARLA President and Agent Rainmaker founder Sally Lawson has said it is time for letting agencies to let go of leaflet marketing, and shift their efforts to the only place guaranteed to capture attention – online.
She warned that any agency stuck in the cycle of dead-end leaflet dropping is wasting time, resources, and overlooking huge potential.
Lawson said: “I’ve got some news for any letting agency who is printing and dropping leaflets off – they’re dead. And I’m sorry to say, they’ve been dead for quite some time.
“They don’t work because to the receiver, they’re out-of-the-blue, often impersonal, and are unwanted sales pitches that take the recipient away from what they’re doing.
“As is the case everywhere, potential clients are spending large chunks of time online. Yet many agencies are clutching onto the belief that they’re going to get big returns and hot leads from their handouts. They might get one or two, but it’s not going to be life or profit-changing stuff.”
Lawson points to a traditional letting agency dating back 58 years which she helped steer away from traditional methods of marketing. As a result of ditching leafleting and optimising many areas of their business, the agency achieved a £504,000 increase in revenue across 12 months.
She added: “They knew their leaflets didn’t work, but they kept doing it anyway, which is a problem so many face. Quite often it’s simply because they don’t know what else to do.
“So, if you need more landlords, get in front of them in a place where they’re spending their time. Deliver to them a personal message that resonates with what they might be experiencing, need, or want, and you might just be in for a win.
“And there are so many avenues to choose from – YouTube, Facebook, LinkedIn, Instagram, the list goes on.
Sally reiterates though that even when an agency has moved marketing efforts online, the content must be relevant – otherwise it’ll fall on deaf ears.
She said: “What matters is that you’re online and delivering content that rings a bell for them. There’s no point sharing a message or a website link about the support you can offer to landlords with problem tenants, when the one you’re in front of is thinking about selling up. The more specific and targeted the content, the better the results will be.”
According to Lawson, online offers something that massively misses the mark when it comes to costly leafleting – measurement. Whether it’s ads, social media campaigns, email marketing, or SEO strategies, demographics can be finely tuned to specific behaviours, locations, and interests, ensuring measurable and effective results.
She added: “So as we move further in 2025, online marketing is not just an option – it’s a necessity for business success. It’s time to let go of these outdated ways of thinking, and embrace the digital sphere.”
