Ask Denise: On Mailers

By
Education & Training with The Lones Group, Inc.
The Lones Group, Inc.

Q: “Denise, I send out mailers all the time but I’m not getting much response. What am I doing wrong?”

A: It’s one or more of the following:

  1. Your branding doesn’t convey the image of a professional expert.
  2. Your headline isn’t powerful enough to get them to read the rest of your article.
  3. Your content is not relevant to your target market.
  4. There is no call to action. You need to ask people to contact you.
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Rainer
69,668
Ryan Smith
Keller Williams Energy Real Estate Brokerage - Pickering, ON

Do you have any suggestions on good call to action lines?

Oct 25, 2010 05:57 AM #1
Rainer
61,943
Chris Dugger
Real Estate Marketplace - Louisville KY - Louisville, KY
Louisville REALTOR

Denise ~ I track numbers on mailers and contacts received from these efforts. Over the past couple months, I've really seen the contacts drop off...maybe time for a more compelling headline or call to action!

Oct 25, 2010 02:57 PM #2
Rainmaker
418,743
Denise Lones
The Lones Group, Inc. - Bellingham, WA
CSP, MIRM, CDEI - Real Estate Coaching & Branding

I wanted to take the time to thank you both for your comments on my ActiveRain blog. Chris, I want to commend you for taking the time to track your contacts to make sure your mailers are the most effective they can be. Ryan, I am so glad you asked!

I am happy to talk to either one of you about what you need to do in terms of compelling headlines and creating high-impact marketing that stands out in the mailbox. Although I can give you some basic outlines to follow, I usually recommend taking a contrarian point-of-view. To give you the best advice, I would want to talk to you about what is happening in your market, what your competition is doing,  a bit about your clientele, and a bit about you. A compelling marketing piece and headline needs to be a reflection of you and must include your voice. Although the headline, "Struggling to make sense of what's happening in the market?" may be compelling, a stronger agent may need a stronger headline. An agent in a market that is struggling to recover may need a headline like, "Your Home: The Bottom Line" or "6 Signs the Real Estate Market is Recovering". The key is that it depends on you and should be accompanied with your brand in order to be the most effective.

I would love the opportunity to talk with you more about your business. Please send me an email at denise@thelonesgroup.com to set up a time!

Denise

Oct 27, 2010 04:57 AM #3
Rainer
153,022
Richard Wilson
Cherry Creek Properties, LLC - Colorado Springs, CO
Town or Country, in Colorado, we do it all.

Denise,  Thanks for the ideas.  I will discuss this with my team and see if they also think we should make some changes.

Mar 31, 2013 11:57 PM #4
Rainmaker
418,743
Denise Lones
The Lones Group, Inc. - Bellingham, WA
CSP, MIRM, CDEI - Real Estate Coaching & Branding

Richard -If you'd like to share more information about your mailers (or marketing) and would like some more specific suggestions about what could be done to improve them, send me an email denise@thelonesgroup.com -Denise

Apr 01, 2013 01:32 AM #5
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Rainmaker
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Denise Lones

CSP, MIRM, CDEI - Real Estate Coaching & Branding
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