One of the most frequently asked questions by real estate agents who are interested in participating in direct mail marketing is how do I start. The answer to that question is a simple but multi-part response. I thought I would prepare a list of steps that one should follow, if direct mail marketing is to be included in a marketing plan for 2015.
1. Select a database of homes/condos in an area with “good turnover.”
2. Begin your mailing with a database of at least 500 names and addresses. This is a numbers game.
3. Don’t use “canned postcards.” Others are using those same postcards. Create your own using Microsoft Publisher or a similar program.
4. Creating the postcard is a major factor. If the postcard is not easy to read with an eye-catching graphic, it will be in the trash. Your message must be a very brief one; direct message with one very bold headline; plenty of white background showing to make it easy to read; one graphic on the postcard; and your contact info at the bottom of the card with your website.
5. Use the same font and postcard layout with each mailing. They will recognize and remember you after several mailings.
6. Use a different theme with every mailing. The message can be the same, i.e., Free Market Analysis, but the theme of the postcard must be different with a different graphic. Holiday months, seasons or accomplishments can easily be themes.
7. Mailings must be done consistently for a significant period of time. When you begin your mailing, you may want to mail every month, especially if your database is only 500 names.
8. As direct mail marketing begins to produce business, increase your database of names and addresses with a percentage of each closing that happens. My average database was 3,000 postcards every month and that produced over 50 listings a year for me, before I had a team.
9. Now, I mail to all of the single family homes in the town, and that’s approximately 7,500 names and addresses. The greater the number of contacts, the more production.
That’s a quick list of major factors to be seriously considered, if this method is to produce phone calls. Printing can be done at local print shops or franchised companies that participate in this type of service. For those who recently asked how to start direct mail marketing, this list is a good start for you. Once your phone starts ringing, you’ll be a believer in direct mail marketing, and you'll fine tune how you create your postcards!
Those who are negative about this method are the individuals who either did a lousy job of producing their postcard; or didn’t mail to enough people; or only did it once or twice. It’s my offline marketing method of choice.
Comments(82)