If you plan on making direct mail a part of your Real Estate marketing plan - start small.
Realtors new to direct mail often take on too large a market area only to find they lack the funds and time to keep up with their program. The end result is that after a couple mailings the agent does not see results and gives up. The only guarantee with direct mail is that if you don't do it - it won't work!
If you want to use direct mail a better plan would be to start with a small neighborhood of maybe no more than 250 homes. For best results, plan on marketing to your farm every 10-14 days for a period of no less than six months.
Reducing the marketing size and increasing the frequency will greatly increase the effectiveness of your campaign. At the same time, you should be working any "for sale by owner" or "expired" listings in that market. If you have the time and desire, mixing in door-to-door canvassing will further increase your chances for success. You are trying to become the best known Real Estate name in your market and if you follow this plan you will be.
When beginning your campaign find a neighborhood that might be easy to break into. Your target market might include lesser priced homes that are not as targeted by experienced agents. The goal is to create an income stream so work smart.
Choose the items that you are going to send out. Post cards, notepads, refrigerator magnets, newsletters are among the items that work best. Don't be afraid to send out the same post card several times. You are trying to create name id for yourself. Homeowners won't care that they received the same card from you several times. In fact if they even notice, you are winning the battle.
Determine how you are going to deliver your marketing pieces. Don't mail everything. Using clear plastic door hanging bags is effective and less expensive. If your Broker does not offer in-house direct mail services using an outside direct mail house might be too expensive so try to use post cards that are small enough to use a post card stamps rather than a first class stamp.
Create a budget for all of your pieces and make sure that you can afford to stay committed to your program for six months. Price out all the marketing materials you will use, including the postage or labor for delivery. Go ahead and order all of your materials in advance. Ordering some items in bulk might be more cost effective. By having everything in hand from the beginning, you are more assured of staying on schedule rather than having to order things as you need them.
The longer you stay with a marketing program the better your chances for success. By focusing your resources on a smaller market you greatly increase the chances of getting that listing call. Once you have that first sign in the yard you are well on your way to being the neighborhood expert.
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