Real Estate Marketing, Do You Use Direct Mail?
for leads is by far the most difficult part of being a Realtor or
small business professional. In fact, lead development is by far
the most expensive and time consuming aspect of your job. However,
you level of success in lead development will determine if you succeed
or fail as a real estate agent or small business professional.
By Barrett Niehus
how do you develop leads? Well top selling professionals realize that
they need to touch as many people as possible without spending a fortune
or taking up a lot of their time. They also realize that they must make
some form of contact with a prospect as many as eight times before that
contact will even consider doing business with the professional. Many
of these professionals use direct mail to recruit prospects, and direct
mail tools to close their deals.
fundamentals of direct mail are very simple. At is most basic level you
are sending out message with an invitation for a prospect to contact you.
The key is targeting your specific audience, and making your message stand
out against all of the other junk mail that you prospects receive. In
addition, you must expose your prospects to the message enough times to
make them consider taking action.
first step in creating a direct mail program is to determine where you
are going to focus your message. What type of client are you specifically
looking for? How old are they, what are their interests, fears, income
levels, etc. With this type of very specific demographic information you
can customize your message to invoke them to call you. Next, determine
how many people you are going to send your message to and what geography
you are going to focus on. Keep in mind that a direct mail piece with
more than a 1% response rate is considered exceptional, and that statistically,
post cards get more attention than envelopes in peoples mail boxes. Essentially
this means that if you mail 500 pieces and you get five phone calls, you
are doing exceptionably well.
you know what your customer looks like and the area in which they live,
create your marketing message. It should invoke emotion and request a
response. The most effective messages offer something for free such as
a free home report, assessment, or giveaway such as a software program
or product. Other useful messages show what has just been listed and invite
prospects to "cash in" on their rising home values.
that you have your message designed contact a local or internet based
direct mailing list seller and rent a list of prospects addresses. You
will be mailing to this list more than once so make sure you get repeat
mailing discounts. All of these list brokers have test addresses in the
lists they sell to make sure you only mail the agreed number of times.
Many of these list sellers will offer mailing services as well, and some
will even provide design and printing services. Companies such as PurePoscards.com
and MailersClub.com are excellent resources to get both mailing lists
and design services.
the design services as needed and remember that statistically, an enclosed
letter with blue ink and a first class stamp will get the best response.
Letters and postcards follow with lower responses. Regardless of the type
of mail that you are sending, it is important to realize that you are
hoping for at least a 1% response to your campaign.
your message to the list and see what happens. Plan on mailing at least
two more times to get your desired response, but feel free to modify the
message and the medium. It is just important to provide your target customer
with repetition so that they become used to your message and will consider
doing business with you. It is through repetition and a message that stands
out that you will get your client’s attention and earn a response
to your marketing.
marketing is a very effective tool for realtors to grow their businesses.
It can create a significant number of leads and a significant addition
to your cash flow, However, direct mail must be done with proper planning
and the right expectations for response. Never has a single one-time direct
mailing been successful. Alternatively, real estate professionals who
practice repetition in their direct mail and their marketing grow wealthy
while they leave their competition behind.
Niehus is a principal for IP Ware Real Estate Investment Software
and a technical marketing specialist for Compound Solutions in