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When Real Estate Direct Mail Marketing Fails: Avoiding Pitfalls

Real Estate Direct Mail MarketingOver the years we’ve passed along hundreds of tips, tricks and techniques you would be wise to make part of your real estate direct mail marketing. Today, we share the first of 10 common mistakes, blunders and oversights (in other words, things you’ll want to avoid):

  1. Not managing your mailing list. The most important aspect of any direct mail marketing effort is your mailing list. Here’s how to maximize its effectiveness:
    • Break your mailing list into groupings (prospective customers, current customers, referral resources, home owners, apartment dwellers, etc.), then send each subgroup special offers and messages.
    • Try to increase the size of your list by 10 percent each year (while at the same time weeding out those who have moved on or asked to be removed).
    • Always use a mailing service that corrects any addressing errors and adds any missing zip-code information.
  2. Writing without considering your reader. Grammar is important, but the most important element of good marketing writing is making sure you always consider the wants and needs of the reader:
    • Grab the reader’s attention right away by stating a question, a fact, or the number one most compelling benefit.
    • Get to the point quickly. Focus on the one or two most important benefits of your product or service.
    • Appeal to the reader’s emotions (fear, hope, greed, guilt).
    • Keep your writing lively, interesting and engaging – but avoid sales hype.
    • Make sure the reader understands how they’ll benefit – and why they’ll be better off using your product or service.
    • Ask a friend you trust to evaluate your writing. If it doesn’t make the grade, hire a freelance copywriter to work on a project-by-project basis.
  3. Treating the design of your marketing materials as an afterthought. The layout, colors and fonts you use in your direct marketing materials speak volumes about your company. Do a poor job with these things, and people will think everything else you do is shoddy, too. Instead, use vibrant photography, professional layouts, and a consistent color palette that’s unique to your business.
  4. Neglecting to cross-promote. The best way to get people visiting your blog, website, Facebook page, Yelp listing and Twitter posts is to include mention of these things in all your direct mail marketing efforts:
    • See a virtual tour of this property on my website.
    • See our Yelp listing for a special discount offer.
    • To learn about all the latest Hermosa Beach listings as soon as they’re available, follow my tweets at…
  5. Not including a call-to-action. Simply including the statement “call today” will get more people to respond to your marketing effort. It’s human nature. But the more intriguing your call-to-action, the better the typical response. Examples include:
    • The sooner you call, the easier it will be to get the rate you want.
    • Have questions about where the market’s headed? I’d be happy to provide my prospective. Call me any time.
    • Come in today for a guided facility tour and complimentary health evaluation.
    • No one can beat our all-in-one approach. Let us prove it to you.
    • Stop by the store before March 15 to receive this special offer.

If you’re serious about improving your marketing, print this article, keep it close at hand, and check off each item before launching a new direct mail marketing effort.

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