I’m expanding my direct mail marketing program to target several more areas. Direct mail marketing is a wonderful method for target marketing. If one has a niche, direct mail marketing is the best way to reach people within that niche area.
My new targets will be to several different groups. One will be to buyers who are living in condos and thinking of moving to a single family home. Condo living is a great way to start, but most condos in my area are two bedroom units and it doesn’t take long to outgrow that space. The database for this group of people will be created from condo owners in Franklin MA from our MLS service. There are 1,598 names and addresses for Franklin MA condo owners.
Another target will be homeowners who are presently living in starter homes and have outgrown the small cape or ranch style home that they presently own. It may be time to move to a larger colonial with four bedrooms and a garage. This database will be created based on the assessed value of properties that reflect this type of home. In our area, a starter cape or ranch would be assessed within the range of $200,000 to $300,000 total assessed value. This database will have approximately 3,000 names and addresses.
Another target will be luxury home buyers. These are the homeowners who have large colonial homes that are 15 years old and approaching major updating. The potential buyers in this category are a perfect fit for new construction single family homes in an upscale area with 8/4/3.5 and 3,600+ s. f. of living space with a three car attached garage. New construction is selling because resale homes are selling. This is a perfect time to make that move. The assessed value of the target homeowner would be $350,000-$500,000 for total assessed value in my town. There are 2,400 names and addresses.
Another group will be from my existing database for 55+ homeowners. Our adult communities are open to visitors every weekend and we always send invitations to visit our communities to see what we have to offer. This is a group with 5,000 names and addresses to whom I am continually marketing.
This is the game plan and I’ll have a different theme to attract the attention of each group of potential buyers. I usually don’t market for buyer calls, but I want that phone to keep ringing. Buyer agents may want to create a direct mail marketing program to attract buyers in your area. Target marketing is successfully accomplished with direct mail postcards.
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