Drab. That is the best way to describe the way black and white copy appear when compared to color.

Just recently we received notice that our color copier was out of commission and in need of repair. I know it doesn’t sound like much, but that copier rules our lives at work. Every piece of marketing literature goes through that copier. Once again, doesn’t sound like much until you know we run the equivalent of $30,000 +/- worth of color copies through the machine in a year.

How could we possibly be able to make it through the day without our color copier? Thankfully the technician arrived with the magical spell necessary to heal the poor copier and save the lives of many.

The account above brings me to the question that perplexes me…does marketing in color really help us sell new homes? We thought it would help back when we bought the copier. I all regret I must say the the color copier hasn’t been the worst return on investment we have as of yet, but it is surly close. I would like to blame it on the economic climate, but it really could be the lack of influence color has when it comes to closing the deal. Which brings me to the next question, is it the people behind the paper the make the deal work?

People definitely put the warm fuzzys into the paper being distributed, but how do you grasp that in marketing to get the 2nd look? We’ve used add agencies for our publication, we’ve done them in house. Why is this so perplexing? Until last year all of our marketing materials found in our model homes were in black and white.

I don’t know as I have the answer. Colored marketing materials seem to be necessary to appear professional, intellectual and capable…or do they? I would love to hear you thoughts.