Direct mail has to be one of your lead generation tools. A consistent drip campaign reminds your database that you are in the real estate business. That being said I would rather have you contact 50 people regularly than 500 people once a year. A nice personal letter can go a long way in building rapport with old and future clients.
Keys to a personal touch in direct mail are simple
- Always mail merge their name directly into your letter. No "Dear Resident" or "Dear Homeowner"
- Hand address the envelope. Mailing labels are cold and impersonal. If your handwriting is not the best - hire someone in the family or at the local high school to address the letters (average cost 5-7 cents each). Services like Send Out cards can address the envelope and sign your name for you.
- If hand addressing is out of the question - print the envelope on a good printer.
- Sign every letter in blue ink. It sets you apart to hand sign vs. have the printer create a script font.
- Use a real stamp - no postage meter or bulk mail.
You can leverage other people at a reasonable cost to help you put together worthy mailings. There are companies that will do the job from start to finish. If you are going to do it yourself you need a good printer and clean database. With these tools you can "personalize" thousands of letters and prepare them with little time spent. Develop systems to get your direct marketing campaigns done with as little time spent as possible.
A personal touch will go a long way in building along term personal relationship.
(c) Shannon Aldrich
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