Every Door Direct: What Agents Are Sending

And Why It’s a Hot Ticket Item for Spring

by Julie Escobar

Every Door Direct Mail® is quickly becoming the hot ticket item for the spring market for three very good reasons:

1. It literally gets you in EVERY door of the geographic neighborhoods you are looking to farm.
2. At just 17.5 cents per piece for postage, it makes saturating an area much more affordable.
3. It takes the guesswork out of your marketing – you don’t need a specific mailing list, can use direct response offers to increase your response rate, and you can let a company like ProspectsPLUS! do all the heavy lifting and work for you!

I caught up with Director of Business Development Ramona Williams to find out what savvy agents are sending this spring and why.  Here’s an excerpt from our interview:

Q: Ramona, EDDM orders are flying out of the print shop this spring – what would you say the top three TYPES of mailings agents are ordering when using this cool and affordable service?

A:  I’d say by far the most popular piece hands-down is the Panoramic Postcards featuring a new listing and the all newNeighborhood Update/Free Offer Series.  Both are sleek, beautiful, allow you to market new listings and are great ways to showcase an agent’s ability to get results.  Secondly, we’re seeing a lot of agents who are using a bigger piece such as our Market Dominator System to spotlight multiple listings, and really make an impact visually in the mailboxes of their target area.

Q:  Great – yes, I think the panoramic postcard is definitely the front runner choice foragents right now. How many routes, on average, are you seeing agents choose? 

A:  I would say most agents choose one or two routes.  With the average carrier route running anywhere from 300-500 homes, it just seems like a manageable area for most agents to not only connect with – but have the ability to follow up on.  And that’s really the key.

Q:  Right! So what’s the response been from the agents that you’ve talked to – is it working? 

A:  Absolutely, and I believe that most of the agents that are taking advantage of this powerful, yet affordable new option from the post office are using it in some very smart ways.  They are using them to break into new areas where they’ve maybe got a little name recognition but want more, or they are using it to really consistently cultivate listing saturation.  Both are really smart strategies.

Q:  I agree! Any last words of advice for agents considering EDDM?

A:  Just that like ANY marketing, consistency really is key.  If budget is an issue then I would say choose a smaller route and be consistent in sending to that route often. One-shot mailings – even ones that saturate a market area are not normally very effective.  The agents that are seeing the best results from this system are sending every one to two months for at least six months.

Thank you much Ramona for your insights.  As always – you’re very helpful!  If you are a real estate pro and you’d like to learn more about whether EDDM is right for you or whether another form of marketing might better suit your needs and market area – give Ramona and her team a call at 1.866.405.3638 today.  They’ve got the answers you need to kick your spring marketing into HIGH gear!