Xpressdocs Blog

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June 2015

Clinton Counting on Marketing Postcards for Election Win

It’s true: Hillary Clinton’s presidential political campaign will almost certainly be relying heavily on marketing postcards and other direct mail to communicate her stands on important issues, drum up financial contributions, criticize opponents, encourage voting and more. Her last presidential run did. All political campaigns do – because direct mail is inexpensive, and it has a long history of being able to influence human behavior.

But that’s not really what this article is about.

The headline and first paragraph of this article are simply examples of a marketing technique called “Newsjacking.” In short, to illustrate how effective postcard marketing can be, we linked it to a trending topic in the news: Hillary Clinton’s latest presidential run. You can use the same technique to promote your business.

(And just to be clear: We’re completely impartial; we take no sides in this or any other political race.)

How to get started

Just pick a topic (it doesn’t need to be political) that’s getting a lot of attention (news stories, social media comments, etc.) then think of a connection to your world of real estate sales.

Once you’ve discovered a connection, create a blog post discussing it, dash off a tweet mentioning it, launch a postcard campaign featuring it, send out a marketing email focused on it. Among marketing experts, Newsjacking is most often mentioned in relation to blogging, but the technique can easily be applied to most any form of advertising / marketing you use.

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Part 2: Eight Ways to Turn Sales Leads into Valued Clients

In a blog post last month, we shared four things you can do to make a prospective home buyer – or seller – want to hire you as their real estate agent. This month, we’re back with four more:

Use CRM software

“Customer relationship management” software helps you manage all your sales leads more effectively. Wildly popular with sales people from a wide variety of industries, there are a number of very good CRM programs designed exclusively for real estate professionals. With a good CRM solution, you can:

Determine which leads are the most valuable, the most pressing and the most likely to turn into clients.

Keep track of which leads you’ve contacted, and when.

Be reminded when it’s time to reach out to certain leads.

Easily manage all the contact information for your leads.

Communicate different marketing messages to different types of leads.

Track the social media postings of your leads.

Plus much more.

Leverage those kudos

Compliments from past clients are very effective at swaying prospective clients. Keep a record of all the kudos you get (the more specific they are, the better), and hire a graphic artist to help you format them into an attractive flyer. Even better, use the complimentary quotes in a simple postcard marketing campaign: Mail a new postcard to your sales leads every four to six weeks, each featuring a different complimentary quote from a past client.

Flaunt your expertise

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May 2015

USPS Postage Rate Increase : May 2015

The United States Postal Service has announced postage rate increases that affect all orders placed after 4pm CST on May 27, 2015. Xpressdocs rates for mailed products are being adjusted to reflect this postage increase.

 

Impact of USPS Postage Increases on Current Xpressdocs Rates

Products
First Class
Standard

Small Postcard – 5.5 x 4.25 in
$.02
N/A

Large Postcard – 8.5 x 5.5 […]

Part One: Eight Ways to Turn Sales Leads into Valued Clients

Xpessdocs’ list service is great for generating sales leads. But many real estate agents struggle with the next step: turning those prospects into paying clients.

The truth is, there is no “best” method for converting leads. There’s no telling when a potential client is going to make the decision to hire you as their agent. Every situation is different. Every prospect is unique. That’s what makes a sales career so exciting.

But there are some lead-conversion approaches that have proven more successful. Included below are four of them. Next month, we’ll be back with four more.

Emphasize what makes you different

In the eyes of most prospective clients, it’s tough to tell a difference between real estate agents – which means, if you want to convert a sales lead, you need to emphasize the little things that make you unique (or at least seem unique).

Consider real estate agent Dan Kingsley. He sets his practice apart from the rest by playing up his paperless transactions:

[…]

Dirty Mailing Lists Are Bad for Business

The last thing you want to do is waste time and money sending marketing efforts to the wrong address, to an outdated address, or to someone who no longer even has an interest in real estate services. If you want your marketing to pay off, you’ve got to keep your direct mail and email marketing lists clean and up-to-date.

Cleaning your direct mail list

According to the U.S. Postal Service, about one of every six families moves to a different address every year. That’s approximately 45 million people moving every 12 months. If you don’t have a way to accurately update the mailing addresses on your marketing list, not only are you wasting money, you’re losing touch with your contacts.

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April 2015

How to Grab Attention of Generation Y

According to a recent report from Redfin, 92 percent of “Generation Y” (those born between 1981 and the early 2000s; also known as “Millennials”) say they’re eagerly awaiting the day they can buy a home of their own. So if you have an affordable city listing that might appeal to a first-time buyer, tap into this group’s desires with marketing they can’t resist.

To make your property listing as appealing as possible to this pool of 100 million young men and women, consider using statements like

“Affordable living in the heart of the city”

Generation Y enjoys renting in urban areas. And that’s where they want to own, as well. They’ll even settle for a home that doesn’t completely satisfy their basic needs if its location puts them where they really want to be – which is within walking distance to shops, restaurants and other support services.

“Located in a cell phone sweet spot”

Believe it or not, nearly a third of Millennials say that the quality of the cell phone coverage is a “deciding factor” in their home-purchase decision. If the home you’re listing is well served by cell phone towers, be sure to promote that fact.

[…]

Three Mailings are Better Than One

One thing that makes postcard marketing so successful is that it’s so cheap. In the direct marketing industry, affordability is key.

If you only have enough money to launch one marketing effort, you won’t generate many fresh sales leads. The same is true for cash-strapped marketers who wait months between mailings. Your target audience will certainly notice your marketing effort(s), but they won’t respond in big numbers. You just can’t build a business relationship with one mailing – or a mailing every once in a while.

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March 2015

Xpressdocs Platform Updates – Q1 2015

Xpressdocs is kicking off 2015 with a bang. Our Q1 2015 updates to the platform not only make it easier to upload images, but also we have added enhanced coating options! Click on a link below to get more detail about each update.

Enhanced Coating Options
Updated Order Photo Gallery and Upload Tool

[…]

A New (and Free) Way to Market Your Real Estate Services: Instagram

Launched as an online service in late 2010 (and purchased by Facebook in 2012 for $1 billion), Instagram is a free social media service that makes it easy to share photos – as well as videos – with your friends and followers.

Using Instagram’s filters, casual shots taken with your smartphone come out looking like something a professional would charge hundreds of dollars to stage and shoot. Plus, Instagram makes it a snap to post those photos to Facebook, Twitter and other popular social media sites.

People are naturally drawn to photos and videos – which is why Instagram can be such a powerful force for real estate professionals eager to engage their sphere of influence. Ideas include:

Showcase a home for sale

Selling a home? Instagram makes it easy to share pictures of the property. However, instead of posting five standard listing photos and calling it quits, share one each day. For example, a shot of the house at sunset, with the caption, “The sunsets from the deck of my new listing are something to behold”; or a photo of the master bedroom with the caption, “I wish my master bedroom had walk-in closets and big windows like this (stay tuned for more photos of my new listing).”

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Marketing Messages That Make Baby Boomers Want to Buy

Marketing postcards are an excellent marketing tool for reaching Baby Boomers – a generation that grew up with the U.S. Mail as its primary form of communication to the outside world. While also tremendously tech-savvy (Baby Boomers love Facebook, email and search engines), this group still anxiously awaits each day’s delivery to the mailbox.

But what should you write? When you’ve got a house for sale that seems perfectly suited for an active, fiscally fit senior couple, what are the postcard marketing messages that will make this group sit up and take notice? Included below, eight suggestions.

“A right-sized house with smart updates and thoughtful amenities”

Image, status and neighborhood standing are not as important to Baby Boomers today. They don’t aspire to having the biggest or most expensive home in the neighborhood. They’re focused on practicality and functionality.

 

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