Lexmark research highlights opportunities to efficiently use color printing in real estate

LEXINGTON, Ky., Oct. 31 /PRNewswire-FirstCall/ — Color printing is a key trend among real estate professionals but churning out high volumes of black and white documents tied to property transactions continues to dominate printing requirements in the industry.

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That's according to research conducted by Lexmark International, Inc. (NYSE: LXK) to identify unique document workflow management requirements and trends associated with specific industry verticals in the small and medium business (SMB) segment.

For the real estate vertical, research in the U.S., U.K., France and Italy encompassed brokers and agents.

These respondents were more likely than the average for SMB respondents to rate as “very important” every document-related task except printing onto CDs. The percentages of real estate respondents rating specific tasks as “very important” were (multiple responses were permitted):

    — Printing documents, 86 percent
    — Making copies, 81 percent
    — Faxing, 73 percent
    — Desktop file management, 72 percent
    — Scanning to e-mail, 49 percent
    — Printing photos, 44 percent
    — Editing photos, 35 percent
    — Managing PDFs (portable document format), 31 percent
    — Use of OCR (optical character recognition), 31 percent
    — Printing onto CDs, 17 percent
According to respondents, the vast bulk of printing is done in black and white, mostly including contracts and closing documents. The average sale requires documentation in the range of 200 to 300 pages, mostly printed on monochrome laser printers or laser multifunction products (MFPs).

Because of the volume of black and white printing, the need for large paper capacities also exceeded the norm for small and medium businesses. Automatic document feeders and charge-back capabilities were also identified as important.

Respondents to the Lexmark research noted that faxing in the real estate business has been decreasing dramatically over the past two years, replaced by the more frequent need to scan and e-mail documents.

However, the most significant trend identified by respondents was the small but important and growing use of color as a real estate printing requirement.

Color printing is mainly used for marketing, especially on listing proposals for clients and property brochures for buyers. Color documents are typically printed in small quantities on networked color laser devices or personal inkjet printers. Agents noted that property brochures printed in color received significantly more attention from prospective buyers.

“It's simple and undeniable Tí color is a powerful marketing tool,” said Marty Canning, Lexmark vice president and president of its Printing Solutions and Services Division.

Color has been shown to have a strong impact on reader perception and retention, as well as sales. Studies demonstrate that printed pages are perceived as 60 percent better in color versus black and white, readers pay attention up to 82 percent longer when color is used, and color increases recall by 60 percent. Color can also induce prospective customers to pay attention, react and buy up to 85 percent more than black and white documents.*

“The challenge for real estate professionals is how to most efficiently and effectively manage the addition of color against the backdrop of heavy black and white printing requirements,” Canning said.

Canning noted that products such as the Lexmark C500n color laser printer and Lexmark X500n color laser MFP combine the power of fast, reliable black and white printing and affordable, high-quality color for occasional usage in one device. The C500n prints at speeds up to 31 pages per minute (ppm) in black and eight ppm in color for $349**, while the X500n adds scanning and copying capabilities for $499**. For larger offices that have a higher demand for color printing, the Lexmark C534dtn, available for $1,249**, prints at speeds up to 24 ppm in black and 22 ppm in color and also includes 900 total pages of input capacity, two-sided printing standard and extra high-yield cartridges for a lower cost per page.

About Lexmark

Lexmark International, Inc. (NYSE: LXK) provides businesses and consumers in more than 150 countries with a broad range of printing and imaging products, solutions and services that help them to be more productive. In 2006, Lexmark reported $5.1 billion in revenue. Learn how Lexmark can help you get more done at www.lexmark.com.

Lexmark and Lexmark with diamond design are trademarks of Lexmark International, Inc., registered in the U.S. and/or other countries. All other trademarks are the property of their respective owners.

All prices, features, specifications and capabilities are subject to change without notice.

*Data cited from “Color for Impact: How Color Can Get Your Message Across or Get in the Way” by Jan V. White.

**All prices are estimated street prices in U.S. dollars – actual prices may vary.

SOURCE Lexmark International, Inc.

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