Direct Mail - Contrarian Marketing?

By
Commercial Real Estate Agent with REATA Commercial Realty, Inc. Texas 537349

I am somewhat of contrarian. If everyone agrees on something, I'm usually the one to take the opposing view.

If I'm talking to my politically right-wing family, for example, I tend to bait them with the obvious benefits of universal health care, legalization of drugs and illegal immigration. If I'm with a bunch of left-wingers, on the other hand, I've been known to advocate the death penalty, abolition of the entitlement programs which keep the poor in their place, and deregulation of business.

It's healthy to have an opposing thought occasionally just to make sure you aren't falling into the trap of group think.

But does that work in marketing?

For the last couple of years, electronic marketing has been the rage - enewsletters, Adwords, social media, etc. I've sat through countless presentations on these subjects. Which got me to thinking....

If everyone else is running to electronic marketing, should I start a direct mail campaign just to stand out?

I don't get a lot of direct mail advertising in my mail box anymore. I don't get much of anything in my mailbox anymore. Most of my bills are handled electronically now too.

But it's just so easy to just hit the Delete button. My enewsletter goes to 2,400 email addresses every month. About 26% of those get opened up which is a little over 600. I'm told that's pretty good. But that means that around 1,800 never see it. 

If I were to send a direct mail piece to that same list of 2,400 people, how many of them would see it? Now this isn't a list I purchased. This is a list of people with whom I have had some contact in the last few years. I bet the percentages would be just the opposite - 74% seeing it and 26% lost or thrown away before being seen.

I am most interested in business services since that's what I do. My clients are companies that lease office space. As a tenant representative, I represent their interests when searching for space and negotiating against the landlord. I do this primarily in the Dallas area especially in far north Dallas, Plano, Frisco, Richardson and Carrollton.

So what do you think? Is direct mail dead or has its time come? Have you tried direct mail in the last 2 years? If so, how often do you send something? What have the results been? 

Posted by

 

 

_________________________________________________________________________

Bob Gibbons

REATA Commercial Realty, Inc. | 1211 E. 15th Street, Plano, TX  75074

972-468-1946 p | 866-439-8015 f | 972-984-8580 m

bob@texastenantrep.com | www.TexasTenantRep.com

 

 

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Topic:
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Location:
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Groups:
Collin County, TX Real Estate Professionals
Tags:
marketing
dallas
richardson
plano
frisco
direct mail
newsletter
carrollton
commercial lease
office space
tenant rep

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Rainer
483,224
Chandler Real Estate Liz Harris, MBA
Liz Harris Realty - Chandler, AZ
#ChandlerRealEstateAgent

I am still a direct mail person in addition to everything I do online.  My phone rings... so, I know it works.  I try to reach everyone 3-7 times and I am working on being more consistant with that.

Feb 07, 2012 02:28 AM #1
Rainmaker
536,206
Kenneth Cole
Weichert Realtors Appleseed Group, 2043 Richmond Ave. S.I.N.Y. 10314. office phone 718-698-9797, Appleseedhomes.com... - Staten Island, NY
NYS Licensed Real Estate Salesperson

Direct mail works great if you do it right.  I've been having very good results.  I'm not telling my secrets though.

Feb 07, 2012 02:30 AM #2
Ambassador
780,302
Doug Rogers
Bayou Properties - Alexandria, LA
Your Alexandria Louisiana Agent

I should do more direct mail. You are right about not following the herd. If everybody is doing something it becomes difficult to stand out.

Feb 07, 2012 02:33 AM #3
Rainer
230,948
Linda Urbick
RealtyOne Group - San Ramon, CA
Selling San Ramon Valley - 925-786-5132

Thanks for the post asit is timely - I am starting a direct mail campaign today. Many say it doesn't work, it is something that can't be done just once - it needs time and momentum.

Feb 07, 2012 04:31 AM #4
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Bob Gibbons

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