Do mailings ACTUALLY work?

Yes, when done correctly and not so "Canned" I use the in new construction and my husband uses the in general real estate, mortgage and insurance. Keep the personal

Just curious... how many mailing have you sent out?

Farming is one of the best ways to produce business that you can utilize.  But you have to be specific and consistent.  If you only mail something every few months, concentrate on too large an area, fail to build a recognizable brand for yourself, or don't provide worthwhile content (I don't know about you, but I would tend to keep the CMAs and throw out the recipes), you might as well light your money on fire.  Farming is by no means my bread and butter (past clients are a better source of business), but I have been quite successful marketing to the McCormick Ranch community in Scottsdale, AZ.  It can take a while to build recognition (6 months for me), but the ball really starts rolling when you put up that first sign in the neighborhood.  Now you are off and running: meeting the neighbors at open houses, learning local gossip that you can use to cement your position as the local expert, etc.  Most people will throw your mailings away.  But if you are consistent, you will catch the one homeowner who is entertaining the idea of selling.  I also find it useful to include at least one mailing every 12 months that will get put up on a refrigerator or wall.  My weapon of choice in this regard is a scenic Arizona calendar with my propaganda all over it.  So by all means farm, just don't abandon it if you don't see immediate results!

 

Paul Slaybaugh, Scottsdale AZ Realty Executives

I don't believe in mailings. I get so many "Just Listed" or "Just Sold" postcards and offerings for a free CMA, etc., in my own mailbox and it all goes in the trash. I don't even look at this junk. People are aghast when I say this, but it's passe and a waste of natural resources. I don't believe prospective clients are found this way anymore. I've tried it and never had a single response.

Verity,  Farming neighborhoods does work.  However, it does not happen overnight.  It takes quite a few mailings to create repetition.  The more you send, the more people begin to associate your mailings with your name and face.  It may not seem like it is working at first, but if you do it consistently someone will need and want your services later on.  The thing that has worked for us is using the same general artwork with just a few adjustments (sales, listings, etc.) each time.  This consistency helps people to know the mailing is from you before they even read your name.  It creates your brand.  Good luck!

I just don't think the results justify the effort when it comes to mailings.  If you sell upper-bracket properties or deal with busy professional people, I think endless mailings are perceived as junk.  My feedback from clients and customers suggests that they'd rather not receive any more snail mail..

I run a "farm" of apartment renters looking to buy as I am on the loan side of the business. It takes about three or so mailings to start to see results. I also do door hangers so the combination seems to be working.

Historically for my firm, mail-outs (after referrals and signs) are one of the most reasonably priced ways to obtain new leads.  But the piece needs to be attractive and represent you, your company, your clients and/or customers in a professional manner while offering a reason for these potential buyers to contact you

I think if you focus on a small neighborhood and do it consistenly, you might see results a little faster than if you are focusing your efforts on several neighborhoods.  I don't believe in recipes, etc.  Give them something that will catch the eye of someone that is on the fence about buying/selling (CMA for example).  Leads from farming for me are a bonus; I don't depend on or expect them.  Hope this helps.

I do farming as well, with no success. Some agents say it works for them. So far I'm not that guy. I'll stick with it for some time to see where it goes. I just fell like I might be wasting my money...

Hey Verity! I have tried farming with few results. I don't think that I was consistent enough or maybe I selected the wrong neighborhoods. In the end with my rather small marketing budget I believe there are better uses for my dollar. In the end, the name of the game is brand recognition and I believe that it can be achieved in a number of ways. If you are already so many mailings into it though I would suggest sticking with it, you might just be at the point where you are about to see results!

Farming can be rewarding.  You will need to be consistent.  It usually takes several mailing to get a response.

Kim