Are you leaving the back door open with your marketing?

Are you leaving the back door open when it comes to marketing your real estate business?

Record number of permits being pulled, houses selling before hitting the Multiple Listing Service, Boosts and Dark posts on facebook, Instagram, seach engine optimization, email marketing and the list keeps on going.

Sales are strong and existing inventory is low.  Today's real estate market is the most competitive we have seen in years.

All the above mentioned marketing tools and strategies have their place and value as part of an overall marketing system. Sadly, the desire for immiedate gratification and the need to keep up with the "Marketing Jones" might be holding you back from the kind of success you deserve.  The kind of success you hear others talk about, but only dream of in your career.

Take a step back and ask yourself, "How can I target prospective sellers and buyers for my business, in unconventional and creative ways, while still presenting myself as a professional?"

I might have the answer for you:  Direct mail.

I LOVE the power of direct mail, especially in today's competitive climate.  Why?  It's like walking into a house, when no one is home and the back door is left open.

Very few realtors are using direct mail in today's market to prospect for listings and buyers.  I know this as fact.  Today, I sit in my home which I have lived in for over 10 years.  I have almost forty percent in equity, a growing family,  upgrades galore including a kids play room, home theatre with stadium seating, $35,000 plus kitchen renovation and the list goes on.  

Not once, in the past 12 months have I received a postcard or mailier requesting I call for a listing presentation.  Oh did I mention, there are only 65 homes in my community and the last to sell was my lovely neighbor.  They sold their home last spring, in less than 10 days, with less upgrades.  No other homes have since been placed on the market.

Statisically, I am prime to sell.  My wife and I have exceeded the typical 7 to 10 years a family stays in a home.  We have invested in our home, espcially where it counts, the kitchen.  The home has curb appeal.  The neighborhood is not extravagant, yet would be valued at the median home prices in our city. Approximately $200k - $220k.     

We have equity to afford the services of a professional, but no one is targeting me.  No one is trying to build a relationship with me.  No one wants to be my realtor for life (Yes, tear drops are rolling down my face)!

They're spamming my inbox and boosting posts to catch my attention on Facebook.  But so is everyone else.  

My back door is wide open and no one is walking in.

As a marketing and management coach for realtors, I have a few quick suggestions to take advantage of this opportunity:

• Start a direct mail campaign targeting 100 - 200 homes in the most desirable neighborhood near your personal residence.  This will keep your costs down.  Budget approximately $500 - $800 per month.
• Send a creative piece of mail to your prospect list.  I suggest a bank bag.  Creative right?  See pictures below.
• Create a landing page or website (if you don't have one).  Direct the reader of your direct mail piece to your site via a creative URL - www.MichaelOdenLovesRealEstate.com (doesn't really exist, lol).  
• Only capture email addresses and names of prospects via your site.  You will ask them to raise their hand later.  Be sure to reward your new prospect who has taken out the time to join your mailing list. Send an informative report or neighborhood analysis when they confirm their email address.
• Start a relationship with the prospect.  Send a weekly email with relevant and interesting/fun information. Invite prospects to join your facebook page/group via your email communications.
• Periodically, remind your subscribers and Facebook group members that you are a professional realtor in the area and you provide FREE in-home comparative market analysis.  In fact, you will provide a free gift card to the local family resturant to the first 10 who contact your office this month to schedule an appointment.  "I value your time, so dinner is on me.  Your family can enjoy fine dinning at Joe's Diner after our time together.  This way mom doesn't have to worry about dinner."
• Continue this process each and every month.

Now there is more that goes into developing an online/offline marketing system like the one I discussed. It's not hard. It only requires a little hard work and dedication.  

Believe me, the time and energy invested will be worth the effort.  You will say to yourself, "Wow...I just walked into the back door of my prospects and gained their undivided attention and trust."

Good luck in all your marketing efforts!  May your business grow leaps and bounds in the days to come.

Michael Oden

Sample pictures, mailer and headline for direct mail campaign:

Sample picture to be used on direct mail letter: 

This slide/picture is from www.keepingcurrentmatters.com

Sample mailer:

This mailer is sold by www.3dmailresults.com

Sample headline for letter:

Need a safe secure way to transfer your home's equity to your neighborhood bank? I think I can help. My name is Joe Williams. No I'm not a banker or a mortgage broker. I am a professional realtor, with Williams Realty. For 15 years, I've been helping families in the Bridgewater Community make bank deposits. Now I can't promise you will get rich from selling your home. But I can promise to provide your family with a Comparative Market Analysis that will assist you in determining your home's true value in today's challenging real estate market.....

Written by yours truly...