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Marketing Scares/Mishaps - Farming Tactics!

By
Real Estate Agent with Value Added Service, 602-620-2699 SA5376460000

We all have marketing ideas, thoughts and creations.  There are tried and true methods.  But there are always those that don't seem to work, no matter what we do.    

 

I can think of two marketing campaigns that aren't producing results, that I know of anyway.   My perception may not be reality.  

 

A title company sales representative has always provided the most amazing marketing materials.  With the company's magic and my statistics we come up with postcards to two different zip codes in my "farm" area.  One of them hasn't produced anything but rental leads to date, even though I LIVE in the neighborhood.  The other zip code is where I used to live and know MANY people. 

December postcard campaign

As you can see, the graphics are adorable.  Who knew that these "days" existed? I bet some find this cute, while others toss it without reading.  

The other side of this card has statistics specifically for that zip code.  These statistics might not be available to some, but others could care less.  

December 2021 postcard campaign

How can I improve upon my campaign to get the phone to ring?  I'm told this can take a couple of years before results are received.  I've been sharing content with this neighborhood for the last 3-4 years.   I currently have one potential listing that will be well over $1 million, but that may be a year away!

 

Thinking I could switch up the card to providing something of value, I swapped out the postcard very other month to a new provider.  

 

Every other month, I switch to a campaign that is a buy one/get one postcard for a local business in the area.  THIS has produced a few emails.   Mind you this card below is the same card I sent, but I received this one from the sales rep.  She reminds me monthly that it's time to figure out the next month's card.   She is such a strong force, always reminding me and she orders the cards!  

 

If you received this card as a homeowner, what's your immediate reaction?  Knowing that it expires in 30 days, what's your sense on that timing? 

 

October Boomerang Card

It makes good sense to monitor who moves in/out of these neighborhoods so the cards are accurate.  It can seem offensive to receive a card in someone else's name.  The reverse can also be said that it's good to be on top of new neighbors names and to spell them correctly!   So every month prior to sending out cards, I verify the sales and accuracy of the mailing list.

I've also been working on videos with Park Bench, but that's a work in progress.  Still trying to get my equipment to work successfully.  New phone, new female adapter, new wireless mics and nada.  That's another story!  

The neighborhood with zero leads may be one I let go.  BUT they are about to build a brand new outdoor mall adjacent to this neighborhood.  ARGH! Decisions, decisions!

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Comments (13)

Debe Maxwell, CRS
Savvy + Company (704) 491-3310 - Charlotte, NC
The RIGHT CHARLOTTE REALTOR!

Oh, I love your entry, Jan! These are all great ideas. I love the days of the month cards - how useful would those be to send out to our sphere? 

Dec 28, 2021 07:14 PM
Michael Jacobs
Pasadena, CA
Pasadena And Southern California 818.516.4393

Hello Jan - finding what works for you in your market is good and as you said, it may not be an overnight success.  Consistency (and some tweaking at times) certainly helps.  Here's to continuing good results.  

Dec 29, 2021 04:37 AM
Joan Cox
House to Home, Inc. - Denver Real Estate - 720-231-6373 - Denver, CO
Denver Real Estate - Selling One Home at a Time

Jan, I love that postcard, and will have to check with my title company to see if they are doing postcards.   I usually create them, and have my printer print and mail them.

Dec 29, 2021 05:39 AM
Jan Green - Scottsdale, AZ
Value Added Service, 602-620-2699 - Scottsdale, AZ
HomeSmart Elite Group, REALTOR®, EcoBroker, GREEN

Thank you Debe Maxwell, CRS !  I'm waiting to write the other one today or tomorrow before linking them in the comments of the contest.  Waiting for a new addition to our family! 

Dec 29, 2021 11:10 AM
Jan Green - Scottsdale, AZ
Value Added Service, 602-620-2699 - Scottsdale, AZ
HomeSmart Elite Group, REALTOR®, EcoBroker, GREEN

Tweaks are Us Michael Jacobs !  That's a good definition for the changes we need to gain success in a neighborhood!

Dec 29, 2021 11:11 AM
Jan Green - Scottsdale, AZ
Value Added Service, 602-620-2699 - Scottsdale, AZ
HomeSmart Elite Group, REALTOR®, EcoBroker, GREEN

Joan Cox I'm glad that you like the cards.  I've had some positive comments for them.  The buy one get one is a good one and people email and call about that one. The other dated postcards don't produce calls.  It's difficult to know what people think of the cards! 

Dec 29, 2021 11:12 AM
Carol Williams
Although I'm retired, I love sharing my knowledge and learning from other real estate industry professionals. - Wenatchee, WA
Retired Agent / Broker / Prop. Mgr, Wenatchee, WA

Hi Jan,
Marketing decisions are so hard these days. It takes times to get results, yet you don't want to keep spending money if it's not an effective strategy. As you say... decisions, decisions.  Personally, I do like the day of the month postcard (with statistics on the other side). I think most people are interested in statistics.  It's cheerful, with fun seasonal graphics.

BTW: I do want one of those Dog Haus dogs! 

Jan 01, 2022 04:09 AM
Jan Green - Scottsdale, AZ
Value Added Service, 602-620-2699 - Scottsdale, AZ
HomeSmart Elite Group, REALTOR®, EcoBroker, GREEN

Thank you for the read and your expert opinion Carol Williams !  I agree about statistics.  Mixing it up with the buy one get one might keep it fresh! Doesn't that Dog Haus dog look enticing?!    Have a wonderful day Carol and Happy New Year!

Jan 01, 2022 11:44 AM
Patricia Feager, MBA, CRS, GRI,MRP
DFW FINE PROPERTIES - Flower Mound, TX
Selling Homes Changing Lives

Jan Green - Creative marketing at its best! I hope it generates lots of good business for you and that you are content and happy. As agents, we give so much of ourselves that sometimes, I find, there's nothing left for me. And so I sleep and continue to dream and hope for what I need and I hope you do too. 

Jan 02, 2022 05:31 AM
Andrea Bedard
Thompson Company, REALTORS® 240.593.2860 - Silver Spring, MD
Fluent in Real Estate & German, M.A. ABR ASP CIPS

Thank you so much for sharing your thoughts how you can tweak your direct mail campaign to produce better results Jan Green! It's a tough call whether to continue in this one subdivision or not. 

I'd ponder that I've already invested so much, would I want somebody else picking the fruits of my labor when they are ripe? Probably not. 

I'm not your average homeowner, but I do glance at the direct mail I get. I don't even turn around the Real Estate cards and just roll my eyes at the hyperbole, or the headlines that state "just sold in your subdivision" and the sale in question is 5 miles away. 

But, the coupon one is a neat idea. If it's in support of a locally owned small business, I would love to receive the offers and would probably take advantage of it. Plus, the sender would stay in mind.  

Jan 02, 2022 09:52 AM
Jan Green - Scottsdale, AZ
Value Added Service, 602-620-2699 - Scottsdale, AZ
HomeSmart Elite Group, REALTOR®, EcoBroker, GREEN

You are so right Patricia Feager, MBA, CRS, GRI,MRP !  We try to be creative and supply what is important to someone to fill a need.  It doesn't always work, but we keep trying!  All the best for a happy, successful 2022!  

Jan 03, 2022 07:42 AM
Jan Green - Scottsdale, AZ
Value Added Service, 602-620-2699 - Scottsdale, AZ
HomeSmart Elite Group, REALTOR®, EcoBroker, GREEN

Thank you for your wisdom and feedback Andrea Bedard !  Yes, I will continue marketing because, just as you mention, like feeding a slot machine I'm not going to stop after a few years of providing data.  I'm about to submit data for this months cards so here we grow!  Thank you for the contests - very interesting topics!  

Jan 03, 2022 07:44 AM
Candice A. Donofrio
Next Wave RE Investments LLC Bullhead City AZ Commercial RE Broker - Fort Mohave, AZ
928-201-4BHC (4242) call/text

You know as soon as you drop the 'non producing' campaign you will get leads! LOL so let it ride a bit longer! 

The burgers and dogs wouldn't have an effect on me as I can't remember the last time I was IN any 'fast food place' so maybe something healthier and 'Greener' could be a change-up? 'Don't forget your 'Greens . . . ''  With your niche and name? 🎯

Jan 03, 2022 07:51 AM