Is Direct Mail Still Prevalent?
Many agents wonder if real estate direct mail marketing is still valid in our increasingly digital world. We’re here to assure you that it is. Direct mail marketing has several advantages that other marketing channels lack. For instance, some consumers consider online marketing strategies relatively intrusive, but don’t feel the same way about direct mail; in fact, many consumers have expressed that their purchasing decisions have been directly influenced by direct mail at some point. The list of real estate direct mail marketing’s benefits goes on. It can help you to communicate more personally, covers a wide range of different target audiences, allows you to highly segment your client lists, and it’s relatively cost effective and easy to manage, with many suppliers providing pre-made templates that streamline the creation process.
Every marketer strives to improve the results of their advertising campaigns, and every small business wishes their marketing could have a greater impact. And in real estate, individual agents are responsible for being both. As a real estate agent, you want to know how to get your target market to call, buy, or respond to your communication in some way. The following seven tips are almost guaranteed to make your direct mail marketing stand out in your target customers’ mailboxes, which leads to more sales for you.
1. Segment Your Mailing List
Mass mailings with zero segmentation or personalization won’t catch your target customer’s eye. The key to getting the most out of your real estate direct mail is to send targeted messages or special offers to sub-groups in your prospect list. Some examples would be:
• Send a “Home prices have never been better!” piece to those prospects who currently live in apartments.
• Mail out a postcard featuring the words: “Let me show you how to get the most money for your home in an upside-down market” to pre-existing homeowners.
• Send a thank you note to clients who have purchased from you with a free offer if they send some referrals your way.
Remember: the smaller you segment your mailing lists, and the more you tailor your messages to fit those groups, the better your results will be.
2. Strengthen Your Call-to-Action
A strong call-to-action can set your direct mail pieces apart from the large quantity of mailers that consumers see every day. Each direct mail piece you send should have an assertive call-to-action. Generally, you want to avoid statements like “I hope to hear from you soon,” or “Call if you have any questions,” because these don’t give a strong push for your clients to reach out to you. Instead, try something like:
• Timing is everything in real estate, and the time to buy is now. Call me.
• Consider this a personal invitation to pick up the phone and call me for a one-on-one consultation.
• I’ll take care of all the details and arrangements, all you have to do is call (today!)
3. Include a Gift or Special Offer
People generally like to feel as though they’re getting special treatment. Any time you offer your target market something extra, responses to your direct mail pieces are sure to start increasing. This can be something as simple as a one-on-one consultation, a glass of wine for stopping by an open house, an entry into a drawing, or even first access to listings. Once you start brainstorming different ways to make your clients feel special, more ideas will come to you and your direct mail pieces will start doing the work for you.
4. Focus on What’s Important
When it comes to direct mail for real estate, there is no place or time for long-winded or all-encompassing messages. There is a limited amount of space, and only a few brief seconds to prove yourself and capture your clients’ attention. That means your communication needs to have just one clear message, and it needs to be stated concisely:
• Grab the reader’s attention right away by stating a question, a fact, or the number one most compelling benefit.
• Make your point quickly and don’t stray too far from it.
• Focus on just one or two benefits of your product/service.
• Restate your main message at least twice to make sure it isn’t overlooked.
• Finish with a strong call-to-action.
5. Emphasize the Benefits and Differentiate Yourself
In the highly competitive real estate market, it is crucially important to tell your target audience what benefit — or hopefully multiple benefits — they’ll receive by reaching out to you. Maybe this is something as simple as the healthy snacks you provide at open houses, or it could be that you respond faster to their inquiries than some of your competitors. Whatever it is that makes you beneficial to your customers should be highlighted and expanded upon to make them feel like you are in their corner and that you appreciate their business.
If you want your target market to choose you over your competitors, it is also important to differentiate yourself by pointing out how the service you provide is different. Whatever it is that makes you stand out should always be the focus of your direct mail pieces.
6. Use Facts, Figures, and Statistics
Any business can make bold claims in their direct mail marketing materials, but what’s more important is the ability to back those claims with facts, figures, and statistics. Your target audience is much more likely to respond to the messages you’re sending out when your claims are being backed by real results. This will lead to a higher response rate when it comes to your direct mail pieces.
7. Keep Testing New Approaches
If you want the response to your direct mail pieces to continue to climb and improve, it’s important to realize you may not get all of the results you want in one postcard mailing. There is a natural tendency for most small- and mid-sized businesses to use one particular strategy until it eventually runs out of steam, but don’t be afraid to try different direct mail methods. Direct mail is very cost-effective and has a relatively short lifespan, so try different strategies until you find the combination of tactics that is right for you and your real estate business.
Utilize these seven tips to give your direct mail pieces distinction and let direct mail marketing help you reach your sales goals.