Keeping It Real
The real estate market has been setting records since the crash of 2007. That is, records in foreclosures, low mortgage rates and plummeting home values. But after years of turmoil, is recovery finally in reach? Depends on who you ask.
Some economists are unwilling to buy into upbeat forecasts, opting instead to take a conservative approach. Meanwhile, others are pointing to areas of moderate growth. According to Lawrence Yun, chief economist for the National Association of Realtors (NAR), commercial real estate is one example.
"Office vacancies haven't declined much because total jobs are still below that of the pre-recession level in 2007, but rising international trade is boosting demand for warehouse space," Yun said in a recent NAR release. "Consumer spending has been favorable for the retail market, and rising construction is keeping apartment availability fairly even, though at low vacancy levels. That, in turn, is pushing apartment rents to rise twice as fast as broad consumer prices and average wage growth."
As this niche market inches toward recovery, real estate-themed promotions are gradually popping up more in the print industry. Team Concept Printing, located in Carol Stream, Ill., is seeing steady demand from distributor clients selling to real estate professionals.
Here, Vince Manini, Team Concept Printing vice president, partner, details the specifics of a successful promotion targeting commercial real estate.
Print+Promo (P+P): Describe a promotion that you consider one of Team Concept Printing's best.
Vince Manini (VM): We run a high-end ensemble on a quarterly basis for a loyal print broker customer who focuses on commercial real estate. The product is high-end and very targeted.
P+P: What kind of items were featured in this promotion. What influenced that decision?
VM: The featured pieces are:
- A custom die-cut pocket folder that prints spot colors plus soft touch aqueous and multi-level foil embossed on 100 lb. linen stock.
- Multiple four-color sell sheets plus soft touch aqueous.
- A custom die-cut business card that prints spot colors plus soft touch aqueous and sculptured foil embossed on 100 lb. linen stock.
- A custom-made envelope that prints four-color with sculptured foil embossed on 80 lb. linen text.