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Do Mailings Work?

For those that know me, I used to be known for my mass mailings, and postcards. In fact in our old CompuServe Forum in RE/MAX. I was referred to as "Mr. Post Card!" There wasn't a subdivision data base that I did not have in my area, and I used to create all my own mailings. We did very well in the 1990's with them. Mailings were actually no work at all. I used the computer to generate the mailings, and mail merges of custom databases to target neighborhoods. It was easy money. Then all of a sudden, it stopped working. Other agents really got into it. There were more agents everywhere, and mailings became very ineffective. So I took a gamble on Internet marketing back in 1996, and received a very handsome return in closed business. It has not stopped for us over the years. I kept moving resources for mailings, print publications and other advertising to Internet only, and have done much better in the long run. Today we do absolutely no mailings, or ads other than the Internet. We do mail a bi-monthly newsletter to past clients. The only other print publicatins I used are the flyers and brochures I make for our listings. The Internet can target both buyers and sellers, it is an ad that is on 24 hours a day, 7 days a week, 365 days a year, and is GLOBAL! Unlike any print ads you may have used, there is no shelf life on Internet marketing. Unlike a Sunday classified or monthly real estate book, the Internet does not expire unlit the ad is changed. The Internet is the best way to market our real estate services, for ourselves, and our clients needs.

RE/MAX Greater Atlanta 770-238-0122 Direct

Or 888-992-5546 Toll Free Office

Atlanta Real Estate & Atlanta Homes for Sale

Posted by Jim Crawford ~ Atlanta Real Estate-ABR E-PRO on 03/01/2007 07:04 PM

Comments (78)

internet marketing real estate, real estate marketing, internet real estate, real estate media, classified ads, atlanta real estate marketing

Originally posted at: Atlanta Real Estate | Atlanta Housing News for Real Estate: Do Mailings Work?

This post has been included in Georgia Information

78 Comments on Do Mailings Work?

MAR

2007

You have to make an eductaed analysis as to your market. Some baby boomers and above may not have email addresses.

You may be surprised how many do!

I was never faithful enough to send out mailings on a timely basis. Now that I do everything online, I'm asking for everyone's email and the web does the work for me. I'm reaching so many more clients now. Being one of those baby boomers, my best sales pitch is my website talents.

MAR

2007

Same here! No postage, no bulk mailings, no lables! NADA!

The only print advertising I currently use is to direct people to my website!

Mailings work.

I work my farm, I admit a little too sporadically, but mailing touches still bring a little business.

I ceretainly don't mean that one should dump email for the USPS, just that a tangible card can be sticky too.

When I started in November '06 I did 3 mailings totaling 1,000 pieces I got 1 listing lead and 1 irate call to put them on the "do not mail list" - as someone entering the business I was greatful to get at least one lead, however finanically it does not make much sense. On line is the way to go, the real question is the best way to build the email addresses, I even tried a mailing to get email addresses and went to the time and expense to get phone numbers only to find out 99 percent were on the do not call list. With existing customers go email, except for the select few who don't have email ...and there are a few. I have even found that most of my customers in their 80's have gone email, which is no shock for me since my Dad was a System Analyst his whole career - this older generation remember invented the computer - (it wasn't Al Gore)

I agree that mailings are not as effective as several other marketing tactics. I have found the highest return on my investment is the smallest ones. Magnetic signs and window lettering on mine and my wife's car has been great. My real estate shirts that I wear seven days a week have been the best. I get stopped at the mall or on the street daily and asked about real estate.

I mail to 4000-5000 homes bi-monthly for the last 5 yrs, if you are concentrating on listings, it is a winner, but you need to get noticed by writting something to catch the sellers interest.

I design my own glossy 4 page newsletter, have it printed and mailed in bulk.

It is more work and time consuming,but it was worth it, and i control everything.

I used to do it with a company and it worked ,it just was on cheap paper and the print was not as nice, also i didnt have as much input, but since i changed to all my own, i get atleast 1 call every mailing, if i close 1.5 deals a year ,for each community, it paid for the whole year, but if you do not do it on a regular basis, they forget your name and face, consistancy and useful information is my key.

Also i have converted a few from older letters that were kept in their file, those are bonus clients, that tells me their interest is there, but future, one I did a few years ago, it took the people 1yr after i met with them, they called me back ,listed and sold in 60 days which was good back then.

It appears from what I can gleen from the story and the comments is that for the most part mass mailings of printed matter does not work. And for those that claim it does work to either a modest degree or fabulously, they are only hoping to break even.

Jim,

I really agree with you that the Return On Investment from the post cards is weak...at best. Plus, if you add the time and effort put forth, it really seems like an exercise in futility.

I think sometimes we have to acknowledge change. It is not the postcards not working it that technology has become part of the culture. What was technology in the 70,80's, 90's as compared to today? Libraries only had printed materials, and microfiche. Who would have ever conceived of Emails, VHS, BETA, pagers, cell phones, personal computers, cable connections, digital cameras, pod casting, broker reciprocity, satellite TV. The world we live in today was yesterdays sci-fi movie! So why do we cling to the past as the only way to do business!

There is a major diconnect! In real estate the average age of an agent is in the mid 50's. The average broker is in the late 50's early 60's. The average buyer is 25. They grew up with technology as part of their culture and life. They are not looking at the classiifeds, magazine ads, or mailings! They tell me this over and over and over again!

We do live in a "I want it when I want it" society and the Internet has given that to people, but there may still be a place for postcards or some mailing to become known as the resident real estate expert for a neighborhood. I wouldn't rule out mailings to a targeted group even if it's just to have them recognize me. In fact, years of regular mailings from my mom and team leader to her neighborhood has made her the resident expert. People who live in that neighborhood call on her to list their home because of the mailouts she's done over the years. Of course, no one can dispute the fact that most people start their research on the Internet.

Bridget I agree! "there may still be a place for postcards or some mailing to become known as the resident real estate expert for a neighborhood." But it is not dominating the market any longer. I used to be a neighborhoodd specialist! I don't want to do it that way anymore. In the past I committed a lot of money to achieve that status. I do so much better moving way beyond that! In some niche markets it may work very well.

Jim,

I am right there with you in theory - I have not cut all of my print ties, but very few dollars are actually spent in the print media today and to be honest, very few are spent on the Internet. I do all of my own web work and I am always looking for free places to post - some work and some don't -but in the last year that I have aggressively marketed myself on the web, I have not spent a dollar in placement - now yes, I have bought a few tools and such, but money well spent,

Now have a Blessed Day,

John Occhi, Hemet CA REALTOR
http://www.johnocchi.com/

Jim, just curious...would you mind listing a few examples of internet marketing that you have the best success with? I'm sure you have posted it elsewhere but if you wouldn't mind re-posting it. My goal for this year is to move more of my marketing into the Internet. Also, I happen to be visiting my brother in Alpharetta as I type this!

MAR

2007

John - Thanks for sharing. I guess that is the way we did it originally, we weaned off the print ads, and concentrated on the web. That is where we made real estate work! I also spend nothing on web placement. I do that for myself.

Darryl - I guess the example would be whatever a consumer will search on the web they will find me.

Search Engines for Term "Atlanta homes for sale" Teoma, Ask, MSN, Google
Search Engines for Term: "Atlanta luxury golf homes" MSN, Google, Alltheweb, AOL, Altavista, Hotbot, Yahoo, Ask
Search Engines for Term: "Atlanta listing agents" MSN, Google, Alltheweb, AOL, Altavista, Hotbot, Yahoo, Ask
Search Engines for Term: "Atlanta CRS" MSN, Google, Alltheweb, AOL, Altavista, Hotbot, Yahoo, Ask

Jim, after a couple dismal attempts at PostCard marketing I've got to say that I agree with you. (Granted, I’m sure a good protion of the dismal results had to do with the fact that they were my first couple attempts.) I firmly believe that my time (and money) is much better spent developing online marketing strategies that work for me 24/7 and will last for years to come vs. a one time printed piece.

That being said, I do think that mailers and postcards can be a great compliment to a solid online marketing foundation when it comes to branding and developing a professional image. I'm looking forward to actually putting together a well planned mailer/postcard campaign in he near future and sticking with it for 6 months at least.

-Joe

Mortgage Marketing Ideas
California Refinance

Joe I found it more effective to send a bi-monly newsletter as I mentioned above to past clients or sphere of influence. That is the most productive mailing I have ever done! However, I use my email newsltter even more!

MAR

2007

We have an extremely strong web presence, a very high web lead conversion rate and continue to expand our internet marketing.

At the same time, we've 'reinstituted' our snail mail marketing and had phenomenal success. We snail mail (currently and planning to expand) twice a month to our database - our database consists of past clients and any lead who has ever contacted us for any reason. We send a 1/4 page postcard on the 1st and a 6 page newsletter on the 16th. We started the postcards in November, added the newsletter in January. I can't even begin to tell you how successful it's been. We've written 5 deals directly because of the mailings (2 of which have closed), we have 6 buyers in play and obtained 4 currently active listings (not counting the ones sold) with 3 others in play as of today's date.

We also recently started a postcard 8x8 to out of state owners to solicit their property management business and/or their sales business. The success of this campaign has floored me, literally, and I have a solid background in marketing.

The biggest problem with the lack of success by people using direct mail consists of 2 things 1) they are not consistent over the long haul - they either send things sporadically, too far apart or only send them once, twice or three times (usually too far apart to make any difference). 2) they don't have any sort of 'call to action' in their marketing. What's the point of sending out a just listed if you don't get the recipient a strong reason/desire to call you? What's in it for them?

I constantly see agents giving up on snail mail and frankly - I LOVE IT. Makes it even more successful for our business.

It depends on your market. There was a time in Atlanta when it was very effective to mail. We had 8000 agents, we now have 44000 agents. So it is throwing your money away totally. What I really need is a fantastic auto response system that is tied into an IDX.

I also saved a fortune by switching from print media to emedia (web, idx, online newsletter and e-mail. Our marketing costs dropped from over 35K a year to about 8K.

Jim, I've been in business for about 4 years now and used to heavily rely on mailings as one of my main forms of advertising. General mailings have landed me a few listings/sales over the years, but I agree with everyone who has mentioned that the time and money involved surely aren't worth it. Most of my advertising now sends individuals to my website.

I think there are several lies in real estate. One is that "Listings are where it is at!" and the other one "Is you have to give Farming more time!"

Listings are where it is at for brokers, and not in a buyers market! We have been very successful in real estate, but almost went broke from farming. We started making real money and keeping it, when we concentrated on the Internet. First the Internet generated 85% buyers.. and now it generated 50/50 buyers and listings.

Farming does work, but why not on the Internet?

Build A Web Site For Farming	May 7, 2002
Internet Farming And Prospecting	April 30, 2002

MAR

2007

I still do a very limited amount of mailing. And I do mean limited... maybe 15 postcards at a time to a very specific part of a neighborhood. One think I have found that helps is I hand address every single one of them. The main ones I send are generic, leaving the entire message up to me. It may be a congratulation note on a newspaper article, or that I have someone interested in a particular home (narrowed down to just a few). I live in a small town so it is easier. I tried the bulk mailings early on, 1999 - 2003, and quickly realized I had better things to do with my time and money. Most of my business comes off the net or direct referrals - the client kind, not the kind you pay for.

It sounds difficult, but if you can get in the habit of doing 5-7 per day, it isn't that hard. Of course, I need to practice what I preach! I also try to call 2-3 past clients about every other day.

Oops, I wasn't signed in. That was me.

it works to some extent, must combine with some other methods to be effective

Thanks for all the responses. I do agree that some limited mailings or targeted mailing can have an impact. However, as the bulk of marketing dollars spent...we have never made so much money...as when it was re-allocated to web marketing.

MAR

2007

Jim, I'm impressed that you were so forward looking in 2002! This year I decided to shift my marketing budget almost completely over to the Internet from print advertising. I do intensively farm an area where there are many older people downsizing, so my postcards do still bring me enough business to justify the expense, but I'm more judicious in my use of them. I don't see any value coming back from newspaper or magazine advertising, other than Open House advertising in the local newspaper.

I wrote a blog post asking if other agents were making a shift in their marketing budget from print to Internet, but I didn't get much of a response. I still wonder how many agents are making the shift now.

I agree that newspaper and magazine advertising is pulling less and less traffic-----internet does well------but mailings can have a high ratio of response if you put out the right piece (not recipes) but real estate related or grand opening events or special financing........................

Postcards listing your website contact info move the customer to you. The postcard gets them to your website and the website gets them to contact you - it's a 3 step process. You have offerd great tips! Thanks.

I have a team of six, and we do very limited mailing. We send just listed & just sold postcards and that's basically it. Everything we send has our website on it, along with our blog address. We still continue to advertise in the local homes magazine basically to please our sellers. Our marketing efforts are spent on our Internet, with a huge return! We sold over 100 homes in 2006, and will far surpass that this year!

Technology is our bestfriend!

I think the key to success no matter what you do is consistency- whether you snail mail or market over the internet. I mean either form only updated a few times a year is not going to be effective. Thank you for the links to the other articles. I am curious to go read those. :)

Postcards work but like everything else, you need to update your message, your style, and your expectation of what would be a successful outcome. If the postcard drives folks to your website where they can be engaged by intelligent, fresh, relevant content, the ROI on the postcard is phenomenal (I think this is the only absolute thing every card should have on it-- your website address!). If you expect one card mailing to bring you listings, or to find THE buyer for your listing from a Just Listed card alone, chances are you're in for a tough row.

Thanks for all the responses! I agree with all! I work on the premise is that is not having a website and marketing web traffic to the site...It is having the website do the work for you. If your website shoes up high on the search engines...buyers and sellers call you. Warm leads are better than cool ones.

Postcard mailings have provided me much more name and face recognition than any type of print advertising. I am consistent, have a very focussed database, and keep my cards catchy. I do get business from my cards, because it gives the audience a reminder every month that I am around. Keep content interesting and timely (early this month - combo card for time change and smoke detector battery replacement). I also do funny cards featuring me - they get a huge response. Twice a year a do an envelope mailing with refrigerator magnets, note pads, pens, fortune telling fish, or some other tangible item.

I, too, have a significant web presence and derive over half my business from the internet (strangers), but the mailings hold together my "raving fan" base.

Joe Spake
www.spake.com

Thanks Joe! Great site!

Hi Jim,

You maybe right about Post Card farming, I believe it's about relationship building with people you meet, Internet, Print ads, Postcards, Flyers, Just Solds , & Just Listed cards, blogs, web sites, they all contribute to our business, systemise it all...Bottom Line, get out and have coffee with the last client you sold a house to or for.....they think you're great and will gladly help you with Referrals, Keep in touch with your past clients, sphere of influence, and new acquaintance's, they all work, Including post cards,,,and especially Personal notes,.. very powerful,

I would suggest the Internet is good,but not the only way to produce a steady business, stay focused on building relationships with as many people as you can.

There is no silver bullet, no one thing is the answer ...keep your face out there before the public in print and the Internet, including email, close and personal, and use them all as listing tools. Tell your Clients what you do.

Good luck, have an awesome day!

Fred Carver www.fredcarver.com

MAR

2007

Thanks Fred!

I really think that most agents really feel the Internet is a component of their sales portfolio. I am suggesting why not the bulk? There is fear in most agents mind because they do not really understand the Internet. They have enough knowledge to be dangerous and dabble in it...but mentally never embrace it. I moved the the next level along time ago, and found I create more income than ever, spend less money doing it, and have more free time. The Internet accounts for over 85% of all our business. I could easily have stayed in my comfort zone mailing postcards, and designing marketing materials...that is what I did best in, but...I decided to take a leap of faith foreword into a new dimension, and tested it, tweaked it, and found this is a much better way.

If you go to Google and type in the phrase "Atlanta Homes for Sale" I come up near the top of the page.

Atlanta Homes for Sale, Atlanta real estate, Atlanta Homes

MAR

2007

I have to say as a new agent I had 6 closings last year and all of them were a result of my direct mailings! Right now I have seven listings and 6 of them came from my mailers. I do not believe in postcards. I think they get tossed out too easily. I am a firm believer in letters. II try to make them as informative as possible. Usually I advertise a new listing (not mine) that came on the street...or for condo complexes I give them a recent activity update.. Something that makes them want to look at it. You would be surprised how many people hold on to things like that. I actually just got a call from someone who received a letter I sent out last year.. they like that I had to do research it showed hard work :)

Christina! You are on fire! Keep doing what you are doing, and think about expanding your marketing to other media. Do a little at a time and see what works. Build on successes. I once did a mailing of a postcard that said "If you are thinking of selling, KEEP this card!" An elderly couple called us three years later, and we listed and sold them!

some mailings do work , it all depends on whom you are targetting

I agree, but you have to know your market. This is not the market for guess work. Certain niche markets are wide open for mailings.

Hi Jim,

Well Jim, you're up to getting attention here too, when do you sleep or work?, Mainstream now ....Acid Rain.

There's lots of pros and cons on direct mail, it takes a while and you need deep pockets, to stay consistent before it starts to pay, then Watch out it'll rain on you,,,new business, Rule of thumb here is about 12 to 18 months...That's a long time and a big expense. You're Right Jim, the Internet would pay sooner and a lot less capital. With Blogs, you could see faster results, In any event we're in a fast pasted lead generation world on what works. I like to diversify my lead generation.

Bottom Line..... stay in-touch with you Clients and Sphere, and keep prospecting, block off time every day and just do it.

Cheers, have an awesome day!

Fred Carver www.fredcarver.com

Fred -good point.

Jim --great post --The AR forum at its best.

"I really think that most agents really feel the Internet is a component of their sales portfolio. I am suggesting why not the bulk? There is fear in most agents mind because they do not really understand the Internet. They have enough knowledge to be dangerous and dabble in it...but mentally never embrace it. I moved to the next level along time ago, and found I create more income than ever, spend less money doing it, and have more free time."

Jim, can I quote you? I'm giving a presentation on blogging to my fellow agents at my office on Thursday and I think this is a profound statement. You really made me think. Thank you.

Yes Gail you may quote me!

MAR

2007

Jim

Can you elaborate on your internet advertising budget and exactly what it is spent on? How much of it is ppc with Google, yahooo, etc.

Thanks,

Ann Banos

Great Blog! However, I count about 3 to for typos in there you might want to fix.OOOPS! I do it just, just hate when people do not tell you.

I agree, internet marketing is the way to go. If you do not have internet presence, you are falling behind in the times and so will your business.

Thank you,

Thanks, Jim, I'll let you know how the presentation was received.

Hi everyone,

I hope you all remembered to turn your clocks ahead one hour...:)

For those that still want to do direct mail, be sure to understand the business, I used to be in the petroleum business and I met with my graphic artist once a week to keep tweaking our message, we mailed a coupon to home owners through mail walks every week, we saw a 4% response, huge in those days. We soon learned the higher the quality the better the results, such as hi gloss heavy card-stock, with a tear off coupons, people used to save them. Another is flyer's, use very bright colors, they'll stick out in the mail, customers used to call "we want the offer you sent on the bright pink flyer".The trouble I see with direct mailing today these is a lot of advertising in our mail boxes, so it's hard to see fast results.

Real Estate is different, coupons are not what the consumers are looking for, unless you are a discount broker....sham on you for discounting your worth, people pay us for results, and some agents should charge less.. sorry I got off track,

There is a new good book on direct mail for Real Estate, (there are lots of them) called SOLD Direct Marketing for the Real Estate Pro.....by Lois Geller, it's just new this year. This lady teaches this stuff, read her book.

Unlike the rest of you, i'm not convinced lead generation marketing comes from the inside the Internet, I believe it comes from outside the Internet, therefore postcard or flyer mailing can have a positive effect to driving consumers to your web site listings, real estate support information etc, Like Jim says have some content or keep the site clean for the spider to keep you up there. I've done both and I'm not sure which is better. Diane Armitage a real estate marketing guru, and says keep it clean, she maybe right.

Blogs are coming on very strong with consumers. Ralph Roberts has imbraced this big time, just like everything else he does, and he is seeing a huge response, he believes in having a community Blog that everyone can post to and comment, one that you own, it's expensive, it costs Ralph $500 month just to host one of these community blogs, one that everyone can interact with and post there own content, like banks, sports clubs,events, newspapers, churches, garage sales, etc. I believe Ralph is onto something very good, start a community blog in your town or city, but be the first. I'm still working on the idea, but plan to do it soon.

Try what fits your budget, are you planning on growing, building a team, planing an exist plan, be sure to have a plan and goals and just embrace what you're doing, stay focused and your business will bloom. Yes make the internet a big part of your business.

Here's a couple of popular Realtor Sites that have been around for a long time and the Realtors have copyrighted them, smart ladies!

http://www.dallashomes.com

http://www.come2az.com/s.com/

Cheers, have an awesome day.

Fred Carver www.fredcarver.com

I agree with your thoughts. The only print media I've been using are neighborhood sale info cards. In my area it still pays to meet and greet and I incorporate that into my exercise regime. Since I'm not a marathon runner it works well for me!

Thanks for all the comments. I think that we can all agree, we have to know the markets we are in.

Someone asked what were the typical Marketing cost Internet Vs. Traditional Marketing.

I would paste the charts up from my seminars, but I know that would't be too smart. So I'll give you the totals in my example.

Internet cost per year for 5 domains, hosting, IDX, a few mailings, postage, misc... $8633.75

Traditional Markeing cost per year: real estate book ads, toners, classifieds, postage, flyers...$33158

Fred, Who is Ralph Roberts? I have a community blog as well. It's only been online since January 19 so I can't say how effective it will be in generating leads. It's a strategic leap of faith based upon my read of the importance of the Internet for the immediate future of real estate. I'm in line with Jim Crawford in his views. Direct mail is expensive. My blog is high end and costs about the same as a car payment each month, but I took the money from my direct mail and print media advertising budget and shifted most of it (not all) into the blog.

Hi Gail,

Awesome Blog,...... Ralph Roberts I understand is the Top Realtor in North America, he has written many books and does training and puts a lot back into his community, I do not have his Community Blog address handy, but here's his web address http://www.ralphroberts.com/

I think you're doing a great job, are you seeing strong results? Can the public post to your Blog?, Ralph says this is important, he police's it for Bad postings such as non family articles, if you know what I mean...well someone in his organization does,

Keep Blogging !!!

Fred Carver www.fredcarver.com

MAR

2007

Hi again,

Gail, ....here's Ralph Roberts Community Blogg http://macombcountyvoice.com/

Cheers, I sure like your community blog, can any one post to it?

Fred Carver www.fredcarver.com

Thanks Fred! I's like to look into it also.

JUN

2007

Print media has worked for us for the last 10 years. We send farming cards out once a month (about 1300). Every month we have the same agent in our office ask us...Does that really work for you? Our reply is always....We don't have enough money to just throw away...it is working for us. Now we have been mailing to the same 1300 people for almost 10 years. We don't get them all but we certainly get a nice share of them. We still have our internet marketing too. We also do "Just Listed" and "Just Sold" postcards. We have always gotten enough results to make it worth it for us but it certainly is not the only way we market.

Rick & Lynn I used to mail about 5000 a month, an switched totally to Internet. My income has gone straight up. I also lowered my marketing costs considerably!

i'm hoping that my mailings do work, i'm trying to work the numbers game now..

Eric The reason I stopped was the market was saturated with agents at the time. So higher cost = diminished return. I may go back to mailings at some time, but after the market levels out.

Mailings do work. You just have to continue to do it on a consistent basis.

Lanre thanks! I did them for many years, I just found something a lot better. I get about 50 registrations everyday from my Atlanta real estate site.

JUN

2007

I have found that post cards keep your name in front and on the minds of potential clients. The down fall is the postage. It's a killer!

David N. Slavin, ABR www.SellMyHouseDave.com

David! How true! Postage is a killer! Did I ever tel you all that ina former life I use to print them?

JUL

2007

For all of you that are still doing the mass mailouts and need extra help, don't forget about your real estate virtual assistants here on AR. That is what I mostly do for my clients are mailouts using expresscopy.com. I design the JUST SOLD/JUST LISTED postcards, upload the spreadsheet of contacts and express copy addresses them, stamps them and sends them out the next day! It's great!

Kelsey

I also have spent a substantial amount of money sending post cards, subscriptions to magazines, mailers etc...I have rec'd business throught all forms but it was much less than the 1% that most professionals have quoted for conversion. The last couple of years Arizona has done so well that I worked strictly from referral and have done well. After reading all the bogs regarding internet leads I am motivated to increase and nurture the leads I get from the internet.

Great BLOG!! Thanks.

Rob

I think mailings still work for name recognition. If you do it consistently, I think it puts your name in people's heads and they remember it. They may not need your services now, but when they finally do need an agent, they will remember your name. The key is to be aggressive and consistent.

JUL

2007

Kristi Thanks for the reminder for Active Rain VA

Rob There are many sources of business. I suppose sometimes I rely too heavily on the Internet, but until now we've done very well. For some the Internet will be a % of closed business, but not nessessarily the core of their business.

David I used to do a mailing that said "If you are thinking of moving, keep this card!" We did very well with it!

I agree that print advertising has lost most of its success. However, I sitll find that mailings can be very effective. I moved into a condo complex many number years ago. When I listed a neighbors unit, I sent a postcard to all 350 owners. Since then, I have done that everytime I listed or sold one of the units. I continue to do that today and have now had 175 sides in that complex.

The first seminar I attended when i was first licensed, the presenter said that there was a survey done and they asked home owners the name of the Realtor who sold them their home. After two years, only 20% of them remembered. I decided that was not gong to happen to me and so I have sent a postcard to all of my past clients every month. It is incredible the business that has generated from clients from many years ago who comment that they are calling me since I did not forget them.

I am very active on the web, email, and recently here on Active Rain, etc. However, there is still a place for the wise use of mailings.

It's been my experience that your most effective mailings are used as a support for other marketing activities. They're not bad in moderation, but the internet still gives you more bang for your buck.

GerryI agree there may be a place for mailings, but they are not as effective as they once were. My primary marketing was always mailings! However, I have more free time, I make a great income in multiples of what we ever earned from postcard mailings, my phones ring every day, and I am saving a fortune!

Stacy and Jackie! Amen! That is where I make my money 24-7.

JUN

2008

Very true, I am getting more involved with the internet. It is amazing to see so many people stuck with old ways of marketing. Marketing like everything changes and we got to change with the times otherwise we won't be in business for long

www.VipTopTeam.com

ERA Regency Realtors I've been doing my business so long from the real estate, I cannot imagine doing it any other way!

AUG

2008

Not totally related to some of this - but has anyone out there received one of those anonymous letters that have a page or two torn from a "newspaper" or "magazine" and often a Post-It note with some advice suggesting "... you really need to try this - it's great!"?

I am wondering how this got started and how it works?

SEP

2008

I have found a happy medium between snail mail postcards and internet advertising. I've been using TopProducer's Market Builder which allows you to choose a farm of unlimited addresses. It will then mail out a postcard inviting the recipient to a free Market Snapshot. On the other side of the postcard is a three-step instruction as follows:

1. Log onto www.homeinsight.com

2. Enter in your personalized code (which is on the postcard)

3. Enter in your information (address, #of bedrooms, etc)

The mailout system mails 3 postcards per year to each address so your not overloading the neighborhood or your intended target and any inquiry gets automatically entered as a new lead into your TopProducer contact management. An email notification is also sent (which shows up on my Treo).

I've tried traditional postcard mailings in the past but given the saturation of realtors in my area they just get lost in the shuffle. I feel that this new product satisfies my marketing and advertising needs in a few ways;

1. Brands me as the local expert

2. Offers something that's on point and message. For me, sending out the right type of postcard was just as important as its purpose. These new postcards are intended to provide a service to them that is continual and ongoing without drifting from the message.

3. Provides interactive data and reports

4. Most importantly, allows me to track the interest level of the recipient. By offering a free service, the target has to enter their email and physical address. I found that other postcards left their message(?) but there was no way to give feedback to the agent.

5. Works invisibly in the background. I've tried other methods with a printer and found I was spending waay too much time designing and proofing each mailout. I would spend countless hours doing this with little or no response.

6. Has a "Just Listed and Just Sold" companion. Again, it offers the recipient the Market Snapshot for free and provides me with their email and physical address. If they've proffered their phone number, then that's good too. It also helps circumvent the "Do Not Call" list.

I would be curious to know what other agents whom are using this product have to say.

OCT

Hi -- I really enjoy this discussion. I thank you all for your wonderful insight. I am advertising on the Real Estate sites such as Realtor.com, zillow , trulia etc. I have my own site but not much traffic. I cut back on mailings almost completely -- any suggestions? where I should go from here? I currently have 4 listings and I also highlight them on the above mentioned sites. You folks are wonderful for sharing -- thanks so much ... tom

Thomas dineen (RE/MAX House Values 4) Blog the listings, use www.Postlets.com, www.Craigslist.com there are loads of free resources you can use that are more effective marketing tools.

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