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

  1. Always mail merge their name directly into your letter. No "Dear Resident" or "Dear Homeowner"
  2. 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.
  3. If hand addressing is out of the question - print the envelope on a good printer.
  4. Sign every letter in blue ink. It sets you apart to hand sign vs. have the printer create a script font.
  5. 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

Shannon Aldrich

Keller Williams Coastal Realty

Portsmouth, NH

www.RealEstateSeacoast.com

 

 
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6 Comments on Direct Mail Marketing - The Personal Touch

JAN
28
2009
316,022 Points 2 Featured Posts

Shannon - In this day and age of email and blackberry, I'm with you and still believe that direct mail and personal touch is the best way to establish a long term relationship with your sphere of influence and past clients.
3:38pm • #1
JAN
29
2009
567,292 Points 5 Featured Posts Outside Blog

Shannon: I agree that direct mail is a great marketing tool. I how ever have used bulk mail and I print the names on the envelopes.. no lables.
11:38pm • #2
JAN
31
2009
101,209 Points

I do think that real stamps and real writing set you apart from the crowd.
2:14pm • #3

The extra work it takes to do this is well worth the effort
11:49pm • #4
FEB
01
2009
713,700 Points 2 Featured Posts Outside Blog Attended Rain Camp Called Shot Master

I agree with all of the above, hand written and real stamps get opened more often.  However, I do not put the name of our company on it, just the street address, citya and state and zip.  I have had more than one client say they read my letter and threw it away several times before they called me and then when I asked them why they called me after all the trashing they have all said that they knew I cared because I took the time to write to them, not mail to them.  Great lesson.
8:21am • #5
FEB
16
2009

Why not jazz them up a bit more and use collector stamps from the USPO.  Same price but so much more attractive.
10:55pm • #6

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Crossedarmshires

Shannon Aldrich ~ NH & Maine Real Estate Seacoast

Rye, NH

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Keller Williams Coastal Realty

Office Phone: (603) 610-8511

Cell Phone: (603) 502-7660

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Sharing perspectives about living in the New Hampshire Seacoast & Southern Maine area from a native professional real estate consultant. Marketing ideas for other real esate agents that can be used in any market.



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