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Direct Mail Marketing is much more successful for real estate professionals than email blasts, not only because blasts typically go straight to the SPAM folder, but also because mailings aren’t as widely used as emails. For this reason, the competition for attention in a recipient’s mailbox in significantly lower than digital advertising. By making the choice to create a real estate direct marketing campaign, you’re already increasing your chances of your message being heard.
Perhaps the most effective direct mailing are sent by real estate professionals, advertising their services to locals. In a real estate mecca like Los Angeles, and even the Burbank area, properties are picked up quickly and a good real estate agent is key to a successful process.
Successful Real Estate Direct Mail Campaign Inclusions
Some of the most effective mailings do not require any opening, so the message is staring recipients in the face, and many offer something that is free. This can range from a pamphlet full of ideas on selling, or even a postcard offering a free consultation. Potential clients will be easily hooked by the offer. After all, what’s the harm? They are looking for an agent, and the service is free. Some key demographics are for absentee owners, probates (those who inherit a property), and those who are pre-foreclosure.
Money talks. People show greater interest in the marketing value of properties in their area and the price that a nearby property sold for. They want to see how much money they can potentially be made by selling, and that you as their agent can close a deal.
Emphasize your Brand
You want to be who recipients call when they need an agent. Match design to audience & make sure you stand out against other mailings. Los Angeles alone is a very large area with a healthy amount of real estate competition. And in a smaller area like Burbank, making yourself recognizable in that area is more than ideal.The longer your direct mailing campaign runs, the better your results will be. It takes as many as 8 mailings for recipients to consider working with you, and if your response rate is higher than 1% from a single mailing, you’re running a wildly successful campaign.
Make sure your brand identity is strong enough so that recipients remember you mailing after mailing. Include up-to-date contact information so that by the time the need for your services arise, you can easily be remembered and then contacted.
Creating a design that emphasizes your unique brand and gets your unique message across is made easy by the vast quantity of design templates are available. Your mailing design can potentially be completed in as little as an hour or two, simplifying the process altogether.
Keep your List Current
As you continue to send out direct mailings, keep your mailing list up-to-date. You don’t want to keep sending mailings to recipients who are no longer in the market for selling, etc. These cold leads could be taking space for others who may be more immediately interested in your services.
These helpful bits of advice can potentially turn your persistent campaign into a steady lead generator, ultimately bringing in a steady stream of revenue.