Points Regarding Business Cards
I’m just getting caught up after returning from the NAR Convention in Anaheim, California. It was a phenomenal event with over 18,000 Realtors® from all over the world in attendance.
I was on two panels, one with William Taylor, author of Practically Radical and the second was a Luxury Real Estate panel with Laurie Moore-Moore. My own talk Selling Luxury Homes was standing room only. My scheduled book signing didn’t really happen on Saturday because they were sold out by Friday. Thank you for that also!
In the next couple of newsletters I want to talk about things that I learned and observed at the convention. While it may seem mundane, the first topic is business cards.
When my session ended, I had over 200 business cards many with requests for more information on the back of many of them. I brought the cards home and we started to scan so we could quickly send the requested information.
What became quickly apparent is that we could only read about 50 of cards on the first run through the scanner. I was reminded that this happens pretty much every time I return from a real estate event: I get lots of great cards and can’t read many of them. Believe it or not, this is especially true when there are a large number of high-end real estate people in attendance because many want to have a beautiful, over-the-top designer card.
So, let me make a few points regarding business cards:
- Less is more. Don’t overdo the imagery, design and information on your cards. Nothing wrong with great design but you’ve got to have a card that can be read or you run the risk of being “all dressed up with no place to go.”
- Type size and style. As we and our clients age, things are more challenging to read. Four point type for your phone and email address just does not work. We literally had to use a high powered magnified glass to read many of the email addresses on the card I brought home.
- Use good contrast wisely. I love black cards as do many of the people who gave me theirs. Use black on one side then have your contact information on the reverse side: white with dark letters. On some of the cards I took home, there were sand beige backgrounds and only slightly darker type.
- Size matters. Some of the cards I got were really beautiful, including some that are two and three time the typical size of a business card. But, what if I or one of your clients wants to hold on to them? Another challenge.
- Shiny or high gloss does not scan well. They jiggle through the scanner so the business card comes through blurry. If you are networking and want to stay in touch with other luxury agents from around the world, this can be an issue.
- Easy to remember email addresses. If your email address is really long, jackcottonsellsluxuryhomesoncapcodforyou@reallyluxurycapecodhomes.com for example, you are not making things easy. Find a way to shorten your name and URL. I hate to single out one company but I have to mention Keller Williams. When I have to reply to a Keller Williams agent I get so excited. Their email addresses end in @KW.com. That is so easy.
- QR codes. Talking about making someone’s life easy!
In summary, make your card memorable AND readable. If it’s hard to read, many people just won’t.
Don’t forget to email me with your questions. If you bought Selling Luxury Homes at the convention don’t forget you get a 20-minute free consultation call with me via telephone. Fill out the form and fax it back to me.
Until then, make it a great week.
