Do You Receive Listing Calls And How Did Those Homeowners Find You?
Direct mail still works for Barbara? She reports that it's the marketing that gets her the best results.
Her plan is pretty targeted. (750 homes around new listings, and new sales)
It's an expensive approach in my opinion, but it's working for this realtor. Perhaps it's working even better than in the past with more businesses preferring to use email over the postal service.
Is there still a place for direct mail or will blogging, social media, and email eventually win out?
Whenever we receive a listing call, we always ask how the caller found us. If we know what marketing source is working for us, we will focus on that source. When the answer from several listing calls is a variety of sources, we will continue to use and improve the use of those sources.
Our most productive method of marketing for listings is direct mail marketing. This is a source that I’ve been using for decades, and it has never failed me. The only difference in how I use direct mail now compared to decades ago is the quantity of postcards used.
When I first started mailing postcards, I would use 5-5-10 for a mailing. That equates to 5 homes on each side of the listing and 10 across the street. My funds were very slim!!! Now I mail to a radius of 750 homes with each “just listed” or “sale pending” or “just sold” mailing. This is called reinvesting in your business.
Recently, I’ve read a few blog posts that confirm that direct mail market for listings will shake the fruit from the tree. Gabrielle Rhind shared her story (members only) about her success with direct mail marketing, and Judith Parker left a comment on my post that she received a listing call after mailing 400 postcards and now it's pending and ready for the next set of cards. It works!!
That one call is all that is needed to start the wheels in motion. There will then be a just listed, a sale pending and a “Gab Rhind” just sold another one with a Free Market Analysis offered.
One direct mail marketing listing call can lead to so many more listings and sales. It’s an easy way to make the phone ring. People keep the cards just in case they need a Free Market Analysis in the future. That one postcard gets a lot of mileage. Think about making it part of your marketing plan for 2013. You’ll be glad you did!!
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