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Real Estate Marketing for 2018

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Real Estate Marketing for 2018

Fall is the perfect time to start planning your real estate marketing strategy for next year. Your business may be slower right now, and the holiday hustle and bustle hasn’t begun.

As you think about 2018, you may wonder what trends are coming up that you should take advantage of. Here are some of the key ways you will want to expand your real estate marketing in 2018.

Expect “Boomerang Buyers”

Boomerang buyers are those who were forced out of the housing market in the 2009 crash due to foreclosure. Because adverse events like that impact credit for 7 years, they will be coming back into the market over the next few years.

The average age of someone who lost a home in the recession was 45, so these folks are in their late 40’s and 50’s, which can be a forgotten demographic when it comes to real estate marketing.

These folks will be skittish and may not have a huge down payment. To reach them with your marketing:

  • Give information about how the housing market has changed since the recession
  • Educate about programs available to non-first-time homebuyers
  • Reach out to folks currently renting, especially older renters
  • Share a lot of testimonials
  • Be easy to communicate with online and off

Capitalize on New Real Estate Marketing Trends

The housing market is doing well, and it’s always been easy to become a real estate agent. However, it’s quite difficult to succeed in real estate, especially consistently over time.

As a result, you’ll want to focus some of your 2018 real estate marketing plan on innovative ways to stand out from your competition. Don’t be content to do what “everyone else” is doing, in your brokerage or elsewhere. Think outside the box.

Some marketing trends that are gaining a lot of attention include:

  • Live streaming on social media, especially in place of open houses
  • Drone marketing, both photography and video
  • Chatbots that can give prospects personalized information, along with AI like Siri
  • Geofencing and other location-specific marketing that can help you highlight listings to those passing by

Virtual reality and augmented reality are going to be big news in real estate marketing eventually, but they haven’t matured enough to be useful yet.

Use a Great Marketing Mix

At Printerbees, we’ve never believed in an “all in one basket” approach. We have found that our customers do best with a mix of marketing, both online and off.

We realize that many times, a real estate agent doesn’t have a large staff to do everything under the sun. That’s why we recommend choosing just one or two things in each category and doing them consistently.

Your marketing mix should include:

Real estate marketing really requires you to have a farm area that you focus on in order to be successful. Choosing the right farm and then implementing a strong marketing mix will help you have a very profitable 2018.

Stay Consistent with What Works

Some things never change, and that includes basic human behavior. We’ll always recognize those we see often over those we don’t. We will always want to know, like, and trust those we do business with. We will always want to get recommendations from friends and family.

As a result, part of your 2018 real estate marketing plan should be focused on continuing your efforts on things that worked for you in the past. These might include:

When you know something works, make a note of it and spend more time and money in that area. On the other hand, carefully prune away those things that aren’t making a difference so you don’t waste your resources.

Now is the time to prepare your 2018 real estate marketing plan. Would you like help? We’re here for you. Contact us or check out our real estate marketing materials today!

What to Write About on Your Real Estate Blog

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Real Estate Blog - What to Write

I hope you’re enjoying fall! In many parts of the country, this season is dominated by football, Halloween, and planning for Thanksgiving.

What about for you, as a Realtor®? It may be a slower season for you. What are you going to do to keep your business growing?

Can I make a suggestion?

Slower seasons are a great time to work on your real estate website and blog. By creating a bunch of helpful information now, you can have content to post during busier seasons.

But what do you write about? Here are some ideas.

It’s a Beautiful Day in the Neighborhood

What are your favorite things about your target neighborhood? Are there restaurants you love, shopping areas you can highlight, or annual festivals you can talk about?

Write about it!

It doesn’t have to be a novel. Just a short post about what is going on, why you love it, and why it might appeal to folks moving into the area.

When you have a variety of posts about your farm area, you can post one every couple of weeks on your blog. It keeps it fresh while also establishing you as an expert on the area.

What Do Homeowners Need to Know?

There are SO many topics available that homeowners need to know. Don’t rely on your own insights. You can look at Pinterest, other blogs, and more.

You can talk about how they can maintain their homes. Downloadable seasonal checklists are a great way to grow your email list. Or you can talk about annual maintenance, times to plant in the spring, and much more.

You can also write about how homeowners can get their homes ready for sale. What renovations matter? What should they do with the yard and landscaping? Are pools a benefit or a drawback?

Of course, homeowners always need to know how the real estate market is doing in the area. Consider creating one post a month about the market conditions!

Mix these posts in with the others. It will make you a great resource for those in your farm!

What Do Home Buyers Need to Know?

What can you share with those looking to move into the area? What is the buying process like, and what should they expect?

You can also write about house hunting, the value of a fixer-upper and much more. When you provide information for home buyers, be sure to use your city or neighborhood name. You want those searching online to find your website!

You can also talk about budgeting, preserving credit, and other related topics. Creating a variety of short posts about these topics will give you a lot of information to share during the year.

Where’s the Time?

Do you feel like you don’t have the time to write these posts?

I think you underestimate your expertise.

The truth is, if you sit down for 30 minutes you can create something that you can post. Because you’re an expert, it will flow more easily than you expect.

If you’re really in a bind, consider hiring a freelance writer. You can provide your writer with the topics, and they can create the content for you.

Either way, take advantage of slower times. Put your expertise to work to create short blog posts you can share over time.

Don’t be shy – your clients and prospects want to hear from you!

 

How is your business doing this fall? We have a variety of seasonal postcards you can use to reach out. Check out our selection!

Maximize the Impact of Real Estate Postcards

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Postcard Marketing

Do you send real estate postcards as part of your marketing campaign?

It’s a great way to increase your exposure and build up the number of “touches” you accomplish. As a result, people will get used to seeing your information and be much more likely to hire you!

So how do you get the most bang for your buck when it comes to postcards? Here are three things to keep in mind.

Be Consistent!

Boy, I feel like a broken record sometimes, but folks sure struggle with this one.

You can’t order postcards, send them out once or twice, and call it a “failure” if you get no new clients.

Postcards are part of an overall brand-building strategy. You have to consistently show up, time and time again, before you start to be recognizable. Folks need to say, “Oh, I’ve heard of that person,” and start to feel they know you.

Ideally, you’d sent postcards 4 or more times per year. With holidays and a variety of other seasonal options, there’s no shortage of opportunities!

Use Great Real Estate Postcard Design

At Printerbees, we make this part easy for you. We have tons of beautifully designed postcard templates that you can use. We offer farming postcards, Just Listed, Just Sold, and more.

However, you want to personalize it and make it your own. Of course, it should include your picture and contact information. But what about offering useful tips, a coupon from a local company, or another incentive?

You can also run an online contest that you advertise with postcards. Invite folks to come to your website and sign up for a drawing or other event. You’ll gain more contact information and be able to grow your email list and more!

Think Outside the Box

Folks aren’t so interested in getting a bunch of postcards that say, “Hi, I’m a local Realtor®” (although that’s certainly better than not doing any postcards!)

Instead, think outside the box about how you can make your postcards fun, memorable, and useful. What about inspirational postcards, or recipes several times a year?

You can also use postcards to give updates about the real estate market in your area, or to target a specific market.

Postcards Make an Impact

It can be challenging to measure the exact return on investment you get from postcards, because it takes time to appear. Sometimes the goodwill you generate over several years of marketing will carry you through dry spells, and you won’t even realize it.

If you’re interested in measuring specific campaigns, consider using QR codes or asking readers to visit a specific website link. You can find out how many people follow through on that specific call to action.

Over time, however, you want to simply become the local Realtor®. People don’t think about McDonald’s advertising very often, but when they want a burger it can be the first place they think of. Have that kind of brand in your local area!

 

Ready to get started with postcards? We’re here to help. Contact us today!

3 Ways to Use Video to Promote Real Estate Listings

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Video Marketing Real Estate

If a picture is worth 1,000 words, a video must be worth a million. When you can take images, sound, and a clear understanding of space and dimension and put it all in one package, you can’t lose.

If you have been avoiding video because you think it’s too difficult or too expensive, I’m about to change your mind. Cell phone cameras have been increasing in quality, and people’s enjoyment of less-professional “raw” video is increasing.

Whether you want to invest in professional video or use a Facebook Live, there are many ways to use video to promote a real estate listing.

Keep it Simple: Use Facebook Live to Give a Tour

Facebook Live is an incredible marketing tool for real estate agents. You can showcase your business, build your brand, and replace your time-consuming open houses with Facebook Live tours.

Why use Facebook Live instead of holding an open house?

  • It’s much safer than allowing strangers into a home with you
  • Your homeowners don’t have to worry about damage or theft
  • You control how the home is showcased – you can point out the best features
  • It takes much less time than a multi-hour open house
  • You have the video to use in multiple marketing efforts!

You don’t need any fancy equipment, and Live viewers don’t expect everything to be perfectly polished or flawless. So skip the script and just be yourself! Use your phone to show off a home in a video open house.

Once you have the video, share it everywhere. Post it with the listing on real estate websites and your own site, share it on social media, and more.

Step It Up: Create Videos of the Area

Besides the home, buyers want to know what the neighborhood and city are like. Use video to let them know! You can use a basic video camera or your phone, along with a bit of editing, to create an excellent promo video for the area.

Talk about, and show, features of the neighborhood, such as parks, schools, and shops. Indicate how close train stations, park-and-rides, or restaurants are. Cover everything you know about an area – this is your chance to show off your expertise!

By simply walking, driving, or both, you can show off the best parts of a neighborhood. You can even film short clips and edit them together. You can keep it serious or make it silly. Your imagination is the only limit!

Hire a Pro: Take Advantage of Drone Marketing

Drones give you the opportunity to showcase a property in an entirely new way. Some Realtors® use drone imagery only for very high-dollar listings. However, think about standing out in the mid-level market with drone video as well.

As a Realtor® who uses drone marketing, you’ll have an extra benefit you can pitch to potential clients. Show them drone videos of other homes you’ve marketed, and you’re sure to impress the sellers and win their business.

Drones have to be operated by qualified personnel, so be sure to pick your professional carefully. If you have the interest and the time, you can get qualified yourself. Operating drones for yourself and other real estate agents can give you a nice side income.

Whether you do drone video inside the home or outside – or both – having this type of video in your arsenal will give you a huge wow factor. You’re sure to impress buyers and sellers alike!

Ready to Tape?

Whether you want to keep it simple with Facebook Live or amp it up with drone video, using video is an essential way to draw attention to your listings. It’s a fantastic addition to your marketing mix, along with Just Listed and Just Sold postcards, door hangers, and more.

Do you use video in marketing? Why or why not? Share in the comments!

 

Ready to get your listing marketing in order? Check out our materials today!

How to Score Big with Real Estate Door Hangers

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Score Big with Door Hangers

It’s fall and the weather is getting cooler, which makes it a PERFECT time to go door-to-door in your farm neighborhoods.

With the great weather in most parts of the country, meeting people where they live is easier in fall than almost any other time. You may encounter folks doing yard work, enjoying the weather, or even grilling out.

But what if no one is home? That’s when you need your door hangers. Here are some creative ways to make the most of door hangers to build your business!

Include a Pop-By Goody Bag

Sending “lumpy mail,” or letters with items included, is a great way to get noticed. It’s also quite expensive!

Save money and add a personal touch by doing pop-bys with goody bags. If someone isn’t home, you can add the goody bag to the door hanger.

While even a postcard can get quickly thrown out with unwanted bills, a farming door hanger is more noticeable and novel. People have to look at it in order to remove it – even if they later toss it.

And no one tosses a goody bag! Be sure the bag includes your business card, so they have your contact information even without the door hanger.

Use Door Hangers to Advertise Just Listed and Just Sold

Want a new way to bring attention to your marketing activities? Do a neighborhood walkthrough to talk about recently listed or recently sold homes.

If someone is available, have a quick conversation about what you’ve been up to. Offer a free home market analysis if they’re interested.

If no one is home, however, your Just Listed or Just Sold door hanger can deliver the message. Great photos, information about a recent listing or sale, and your offer can all be included.

Real Estate Door Hangers Can Convey Seasonal Messages

At Printerbees, we are big supporters of seasonal postcards. In the fall, you have so many options – back-to-school, daylight savings, Halloween, and Thanksgiving are all available.

Take it a step further by using seasonal door hangers. Whether you want to offer spooky season’s greetings in October or congratulate new graduates in May, a door hanger can be a great way to give a seasonal message.

In Millionaire Real Estate Agent, Gary Keller recommends up to 33 touches a year for your prospects. How close are you? Seasonal door hangers can combine with seasonal postcards to increase your annual touches and build your business.

Get Creative

These three tips are just the beginning. There are dozens of creative ways to use door hangers. What about a door hanger advertising your sponsorship of a local event? Or a “neighborhood update” with a few quick news pieces on new construction, restaurants, and more?

The only limit to your marketing success is your persistence. Don’t miss out on a great opportunity to connect with your farm this fall! Whether you choose to drop off door hangers during the day or do in-person pop-bys in the evening, door hangers are a way to build your brand and your business.

 

Ready to get started with door hangers this fall? Take a look at our selection today!

A Simple 3 Point Checklist to Rocking EDDM

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Every Door Direct Mail

Are you nervous to try Every Door Direct Mail (EDDM) because you’re not sure how to handle it? Let me put you at ease – it’s so simple!

You can get your EDDM campaign moving with this simple three-point checklist.

1. Choose Your Mail Route

The best part of EDDM is that you don’t need a mailing list. You simply choose your focus based on mailing route.

It’s easy to do with the USPS mapping tool. You can enter an address, city, or zip code. It will zoom in and show you a variety of postal routes. You can choose one or more to target!

This makes EDDM perfect for real estate agents. Realtors® do their best when they focus their efforts on a target neighborhood. EDDM gives you the ability to focus geographically without paying a bunch of money for mailing lists.

2. Choose Your Postcards

At Printerbees, we make it easy to select the perfect Every Door Direct Mail piece. You simply choose your category, your template, and your specifications.

We print your postcards on thick card stock, with glossy or matte finish available and UV coating is no additional charge.

You can edit any part of the postcard you’d like, including text, images, color scheme, and more. Or, you can use the postcards as-is.

We’ll work with you to make sure that your postcards meet all the EDDM specifications. These include:

  • Specific paper thickness and weight limits
  • Specific dimensions for each mailing piece
  • Must include at least 200 pieces per zip code (unless route is less than 200 stops) and can be up to 5,000 pieces per zip code
  • The orientation and location of the mailing label

Having a large-sized, full-color postcard going to everyone along a mail route is an incredible way to build your brand and stay in touch with your prospects. It’s affordable and easy to boot!

3. Get Your Pieces Mailed

Mailing EDDM has to be done in a specific way. You have to create bundles with specific USPS forms and drop them off at the post office.

If that sounds like a lot of work, we get it. That’s why we offer EDDM mailing. What’s easier than having us take care of all the labor for you?

If you’d prefer to drop off your own EDDM mailing, USPS provides a handy guide to ensure that you can easily ace the requirements.

Once you drop off the mailing, it’s on its way! You can send EDDM several times a year to build your brand within your farm area. You’ll save money, time, and hassle by using postal routes instead of mailing lists.

It’s simple. Three steps and done. There’s no reason to lose touch with your farm area!

 

There’s no reason to wait! Use EDDM to send out Fall Postcards today.

Getting Started in Real Estate Marketing: Email Marketing

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Real Estate Email Marketing

Email marketing is another great weapon in your real estate marketing toolkit. It’s a crowded space, but with the right approach, you can stand out.

When your emails are consistently opened and read, it can do wonders for your business! Read on to discover how to maximize the impact of email in your marketing.

You Need a CRM

A CRM is email software that allows you to send bulk emails and manage your email campaigns. Yes, you can send an email to multiple folks from your regular email account. But most email providers have rules against sending marketing email from a normal email account.

Breaking the rules can get your entire account shut down, which can be devastating for your business.

Instead, choose an email service provider like ConvertKit to get started. Once you have a larger list and need more sophisticated email marketing, you can move up to a service like Infusionsoft.

By using the right software, you get better marketing capabilities and stay within the rules of email providers.

Build Your List

Just like cold calling, you can buy a list of email addresses and send them marketing information. However, that’s not likely to give you the best results.

Instead, build your list by attracting folks who are interested in what you’re doing and what you have to say. Here are some ideas:

  • Create a valuable freebie that you give away when folks sign up, like a list of family-friendly activities for each season.
  • Collect emails as part of a contest or raffle at a local event or fundraiser
  • Invite people to sign up for your email list as you build your social media following
  • Provide a high-quality monthly email newsletter filled with information about your town, target neighborhood, real estate market, and more
  • Include your email address on postcards, business cards, and other marketing materials

Implement Your Strategy

As with all marketing, consistency, and predictability is key. You may be concerned that people will unsubscribe if you email too often. The truth is, if you set up an expectation and stick to it, you’ll do well no matter how often you email.

You’ll want to create a schedule so that you can mix informational emails with sales outreaches. Here’s one idea:

  • Week 1: Helpful seasonal tip for homeowners, invitation to contact me
  • Week 2: Customer testimonial, invitation to contact me
  • Week 3: Inspirational content, invitation to refer friends/family to me
  • Week 4: Highlight a current listing (pure sales), invitation to contact me for showing

You’re sending an email every week, but only one of them is entirely sales. The rest have engaging content with a simple call-to-action inviting the reader to do more.

When you create a list of people who are excited about what you have to say, and email them consistently with high-quality information, you’ll get great returns from your email marketing.

When you mix email marketing with direct mail, social media, and more, you’ll be unstoppable!

What questions do you have about email marketing? Ask us in the comments!

Getting Started in Real Estate Marketing: Social Media

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Social Media Marketing

We talked last time about getting started with direct mail. Finding a farm, getting regular mailings moving, and staying consistent are all vital.

But that’s only one part of real estate marketing. Another major component is social media marketing.

Social Media: Everyone’s Doing It

While “everyone’s doing it” is a bad reason to do most things, it’s a GREAT reason to market on social media. The truth is that everyone is there.

  • 79% of internet users are on Facebook
  • 32% of internet users are on Instagram
  • 31% of internet users are on Pinterest

If you want to market to people, you have to meet them where they are. And where they are is on social media.

How Do You Get Started?

The first step in social media marketing is creating a business profile on the platform you choose. From there, you comment, share, and build relationships.

Different platforms have different user bases and different ways of interacting. It’s best to begin on one or two, build up a consistent presence, and then branch out. You can actually use tools like Buffer to share to multiple accounts at once to save time.

Facebook

A Facebook account is often an easy place to start, since you may already have one. Simply update your profile description to talk about your real estate work.

Start sharing about your business, sharing Facebook Live videos, and more! Here are some resources for how to rock Facebook as a Realtor®.

Instagram

Instagram is another incredible resource for real estate agents. The way the platform rewards gorgeous pictures, allows geotagging, and allows hashtag searches make it an ideal marketing platform.

Creating a business Instagram profile is important so that you can track which posts perform well. As with most marketing, it pays to know what works and spend more time on that, and less on other efforts.

Here are some resources that will help you benefit from Instagram for real estate:

Starting with Facebook or Instagram – or both – will give you a lot of return for your time. Once you start seeing great results, see what you can do with other social media outlets!

Making Social Media Work for You

Social media works best when you stick to a single principle: consistency. 

It’s not as important to post often as it is to post predictably.

It’s not as important to be on every platform as it is to be consistent on the platform you choose.

It’s not as important to have “brilliant” posts as it is to have steady posts.

Choose one or two platforms, set yourself up, and then keep at it! Over time, you’ll build relationships that will turn into prospects and clients.

What’s your biggest challenge with social media marketing? Share in the comments!

Where to Start in Real Estate Marketing – Farming & Direct Mail

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Starting Out - Direct Mail

Sometimes we assume too much.

One thing I’ve realized is that, while many of us take for granted the techniques we’ve used for years, new Realtors® come out of the gate struggling.

This series is for those new real estate agents – and for old hands who could use a refreshing reminder of the basics!

The Importance of Direct Mail

At Printerbees, we are big believers in the power of direct mail.

Email marketing and real estate websites and social media are all wonderful – and we’ll talk about those! But they are also very crowded marketplaces and it’s hard to stand out.

On the other hand, there is very little competition in the mailbox. You can stand out by simply being consistent and mailing postcards several times a year to your focus area, or farm.

Let’s talk quickly about how to make this happen.

How to Get a Mailing List

Step one – who do you send mail to?

You have to decide on a focus area, or farm, and then reach out to them.

There are two primary ways to target your farm area through direct mail – mailing lists and EDDM.

Mailing Lists

First, you can decide on the neighborhoods you’re interested in and buy a mailing list.

This can help you if you want to offer targeted marketing using the prospect’s name. It can also help you learn more about your farm area, since the mailing list provider will probably have a variety of demographic information available about those households.

You can also build a direct mail list without buying one – check out our helpful guide here!

Every Door Direct Mail (EDDM)

Secondly, you can skip the mailing lists and use EDDM instead. Every Door Direct Mail is a service offered by the US Postal Service. They allow you to send mail to everyone on a mail route without needed names or addresses.

EDDM can save you a lot of time and money. There are specific requirements about how the pieces are handled – let us know if we can help!

Isn’t Direct Mail Expensive?

One thing that holds Realtors® back from getting established in direct mail is they are nervous about cost. However, direct mail doesn’t break the bank, if you do it well.

Direct mail is ONLY EXPENSIVE IF:

  • You buy postcards and don’t send them
  • You don’t target your mailings to a farm neighborhood
  • You are inconsistent with direct mail – which leads to no results
  • You feel like you have to send a completely unique postcard every time
  • You don’t combine your mailings with other outreach and marketing techniques

Let’s break these down.

When you buy postcards, be sure you have a plan to use them! This includes having a mailing list or using EDDM. At Printerbees, you can even have us mail them for you so you don’t forget!

Target your mailings and be consistent. We put together a great guide to choosing the perfect farm. Send out several postcards a year so they see your name regularly!

Reuse the same postcard designs. You can get a great deal on 1,000 postcards, and break them up into chunks. Buy two sets and alternate throughout the year to save cash!

Do the full work of farming. Direct mail is only part of the process. You also want to be present in your target neighborhoods in a variety of other ways. You’ll see incredible results if you do!

Get the Mailings Sent!

If there’s one place we see Realtors® struggle the most – whether they are new or experienced – it’s in execution.

That’s where Printerbees can help. If you struggle to get mailings done on time, or simply don’t have access to a money-saving bulk permit, let us take care of it for you. Contact us for information today!

Now you know how to get started in direct mail. What questions or concerns do you have? Let us know in the comments!

Compassion in the Face of Tragedy

Compassion During Tragedy

I’ll be straight honest with you here.

It was hard to think about a marketing blog post this week.

Fires in the Northwest. Hurricanes in Texas and Florida, even affecting Georgia and the Southeast. And yesterday was the anniversary of the September 11th attacks.

What do we do in the face of such crazy suffering? What do our businesses mean in times of tragedy?

We Can Make a Difference

The first thing we struggle with is feeling powerless. I know I do. I can’t fight fires or hurricanes, I’m not a nurse or a doctor, and I don’t have a tremendous amount of wealth to give to those in need.

But we can do something. We can do so many things. Here are just a few ideas:

  • Donate appropriate and needed supplies to a charity that helps others
  • Volunteer with disaster assistance or at a donation center
  • Share our heart, our compassion, and our comfort with those affected
  • Support those we know who have family and friends in the affected areas
  • Serve those in need around us, disaster or not
  • Engage in spiritual practices we have, including prayer and meditation

With the tragedies being so widespread around this country, we all live near something that is going on. I challenge you, as I’m challenging myself, to step up.

We’re Stronger Together

One of the things I’ve realized is that while we may not be able to make a big impact by ourselves, we are incredibly powerful when we work together.

What can you do to join with your friends and neighbors to make a difference? What do the outreach ideas above look like if you get a group of five friends together? Or 10? Or a whole neighborhood?

What would it look like if your business spearheaded these efforts?

One powerful message that comes out of times of tragedy is that people really do care about each other. We see videos of people selflessly risking their own safety to save another person. We even see people working together to help pets and affected wildlife.

That is a silver lining to this dark cloud.

What Printerbees is Doing

Like most people, I feel very small alone. But I’ve realized I’m not alone. I have a large community of friends and associates. So I’m stepping up and doing my part.

Every purchase from Printerbees that uses the code COMPASSION17 will trigger a $10 donation to AmeriCares. 

AmeriCares is a highly rated disaster relief charity. If you’d prefer to support a different group, let us know in the comments of your order.

This is a hard time in the U.S. for almost everyone. Let’s band together and make a difference. We’re powerful – we just have to take action.

What are you doing to make an impact in your community? Share in the comments!