Is Print Marketing in Real Estate Still Effective?

By
Services for Real Estate Pros with www.PrinterBees.com BRE# 01392374
https://activerain.com/droplet/4Xcn

In today’s digital world, it can be tempting to write off real estate print marketing and other “old school” farming and outreach tactics as being outdated.

Surely everyone wants to receive things via email and text these days, right? And social media is surely the best way to reach your audience?

Actually, no.

Now, we’re not against email, text messaging, or social media marketing. But print marketing for real estate is far from dead.

Surprising Statistics About Print Marketing in Real Estate

Good marketing has several characteristics. It is focused on the right people, has the right message, and comes at the right time.

To be well received, it must seem personal. The person who receives it should feel like it applies specifically to them.

Finally, it should stand out. Your message must get noticed.

What you may not realize is that “snail mail”, or direct print marketing, checks all these boxes. Here are some statistics that may surprise you.

  • 70% of Americans say that direct mail is more personal than email. The impression is that direct mail takes more effort and that email can more easily be “spammed”.
  • 39% of customers try a new business for the first time because of direct mail.
  • A full 50% of US consumers prefer direct mail over email. I mean really, who needs more email?
  • A USPS study showed that over 60% of direct mail recipients were influenced to visit a promoted website.
  • 70% - 80% of consumers polled in 2014 say they open most of their direct mail, including “junk mail”.
  • A whopping 92% of young shoppers say that they prefer direct mail for making purchase decisions.

Direct mail is far from dead. It’s still being opened and read, and recipients are taking action based on the contents.

In fact, when you use real estate marketing postcards for your direct mail marketing, they don’t even have to open an envelope! Your message is front and center right away.

The fact is, everyone is overwhelmed with emails. There is far less competition in the mailbox than there ever has been. Use direct mail to get noticed in your real estate focus area!

How to Effectively Use Print Marketing for Real Estate

Sorry if this rains on your parade, but direct mail requires persistence and consistency, like all other forms of marketing.

The good news is, effective print marketing for real estate is relatively simple. And if you have trouble keeping up with the mailing schedule, you can outsource it easily without spending a fortune.

Here are some ideas for print marketing with real estate. Feel free to mix and match!

  • Once a month “New in the Neighborhood” postcard. This postcard can highlight community events, news, and upcoming holidays.
  • Once a month “Neighborhood Property Values” postcard. This postcard would highlight market activity and improvements/declines in property values. There would be a clear invitation for them to contact you for a personal home assessment.
  • The “Just Listed/Just Sold” series. We wrote a few months ago about a four-postcard series that helps you highlight and brag about your listings. You can use Every Door Direct Mail (EDDM) to blanket the area.
    • Coming Soon
    • Just Listed
    • Open House
    • Just Sold
  • Seasonal and Holiday Postcards. You can choose to send a postcard a month with a seasonal, fun message, or you can just choose one holiday a quarter to feature. You can even just send one holiday postcard per year. It’s up to you!

The key with making print marketing for real estate effective is that you choose a schedule and stick to it. Like I said before, I know the mailings take time. If you don’t have the time, Printerbees is here to help!

Not only can we print the postcards for you to mail, we can print them and mail them for you. You’ll never wake up in the middle of the night realizing you missed your mailing target date again!

Print marketing is still effective and there’s far less competition than there is on social media or email. If you’re ready to start your postcard marketing strategy, let us help! We have dozens of templates to choose from.

How do you execute print marketing? Share in the comments!

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Topic:
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Groups:
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Marketing 101
Tags:
farming
real estate postcards
print marketing
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Rainmaker
1,565,798
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

I don't know where you got your statistics, but I believe them. I also agree with Chris Locke and Lindsay Reagan, Realtor - print, email, and web copy can and should all go hand in hand. 

Nov 04, 2016 01:55 PM #5
Rainmaker
345,431
Dana Basiliere
Rossi & Riina Real Estate - Williston, VT
Making deals "Happen"

I find that a nice looking just listed or just sold post card works pretty well . 

Nov 04, 2016 09:09 PM #6
Rainmaker
565,863
Denise Hamlin, Broker/Owner
Cardinal Realty ~ 319-400-0268 - Iowa City, IA
Helping Happy Clients Make Smart Choices

I like your ideas for using direct mail. I am surprised by a couple of the stats. 70% - 80% open junk mail - That seems high. I don't and most people I know don't either.

Nov 04, 2016 11:24 PM #7
Rainer
222,752
Greg Mona
Faira Homes Corp - Scottsdale, AZ
Real Estate in the 21st Century!

Thanks for sharing this info Nadine Larder.   While we advertise on social media, our websites, e-flyers, etc. we still send out mail pieces all the time.  We use Every Door Direct marketing for branding and sharing information in select neighborhoods that goes out on a consistent basis, and has for years. We also still send out Just Listed and Just Sold postcards, and have received responses to all of them that have turned into clients and ultimately, sales.  Last, we also advertise in a community magazine that we have done for the past 8 or 9 years.  Does all of that cost money?  Of course, but if you end up with one or two closed transactions per year as a direct result, it pays for it several times over!

Nov 04, 2016 11:54 PM #8
Rainer
288,671
Ron Aguilar
Continental Mortgage - Saint George, UT
Mortgage & Real Estate Advisor since 1995

Ah, the old Direct Mail concept again!

When you decide to spend your marketing money on direct mail many questions must be answered before you do this. 

Do you mulitvariate methods to measure ROI?

If the answer is NO, then get more creative with your money.

Now, lets get back to work!

 

Nov 05, 2016 01:39 AM #9
Rainmaker
618,112
Peter Mohylsky
PrimeSouth Properties - Santa Rosa Beach, FL
Let me help you find your path to the beach.

Direct mail makes sense if it is properly targeted and consistent. 

Nov 05, 2016 03:09 AM #10
Ambassador
439,703
Bill & Cyndi Daves
Hiawassee, Young Harris, Blairsville, Hayesville, Murphy and Beyond! - Hiawassee, GA
TeamDAVES - Your REALTORS In the GA/NC Mountains!

Great post!   We love sending personalized mail as it gets attention!

Nov 05, 2016 07:24 AM #11
Rainmaker
256,404
Susan Jackson
America's Network Realty Group, Inc - Sandy Springs, GA

Direct works as long as it is consistent

Nov 05, 2016 09:22 AM #12
Rainmaker
536,321
Mario Trejo
The Melcher Agency - Phoenix, AZ
Romero, CRS, CDPE

be consistant and keep the paper layer along with technology. Thanks for the article

Nov 05, 2016 09:47 AM #13
Rainmaker
538,341
Mary Hutchison, SRES, ABR
Better Homes and Gardens Real Estate-Kansas City Homes - Kansas City, MO
Experienced Agent in Kansas City Metro area

Anytime you get your name and face in front of potential customers, it makes an impression. I agreee-- what you send should be of good informational value.

Nov 05, 2016 09:57 AM #14
Rainer
483,864
Kimo Jarrett
WikiWiki Realty - Huntington Beach, CA
Pro Lifestyle Solutions

Print media works when it's targeted to specific demographics, neighborhoods, or areas with invaluable or useful information and a call to action to visit your website with an exciting promotion or opportunity to help several nonprofit organizations, schools or community volunteer events.

Sending post cards every quarter and changing the campaign theme with a maximum of 3 campaigns would produce a mailing once every month to a specific database of your market area. I believe in DM marketing and redirecting recipients to your websites. Great post.

Nov 05, 2016 03:04 PM #15
Rainmaker
479,501
Diana Dahlberg
1 Month Realty - Pleasant Prairie, WI
Real Estate in Kenosha, WI since 1994 262-308-3563

There are so many different ways to market ... and print media works and always will.  Email is bothersome ... if the recipient doesn't know you they consider everything spam.

Nov 06, 2016 07:18 AM #16
Rainer
274,678
Chris Lima
Atlantic Shores Realty Expertise - Port St Lucie, FL
Local or Global-Allow me to open doors for you.

This is a great post and the responses are very interesting as well. Personally, with all the other "junk" that I get, I reach inside my mailbox and I really don't even read those postcards.  Recently, it's been nothing but election ads. I live in a condo and I see those directmail flyers filling the trash receptacle, but I suppose if you get one or two listings, it may be worth it.

Nov 06, 2016 09:23 PM #17
Rainmaker
1,557,954
Lyn Sims
RE/MAX Suburban - Schaumburg, IL
Schaumburg IL Real Estate

Still works for me!

Nov 07, 2016 06:22 AM #18
Rainmaker
267,297
Dan Derito
Success! Real Estate - Brockton, MA

Most people will look at both sides of a post card before tossing it out.  If it features a product or service that they are thinking about, however, it will be put in a place that is handy.  I send them four times a year.

Nov 07, 2016 11:09 AM #19
Rainmaker
1,523,705
Sybil Campbell
Long and Foster REALTORS® 5234 Monticello Ave Williamsburg, Virginia - Williamsburg, VA
REALTOR® ABR, SFR, SRES Williamsburg, Virginia

That's pretty impressive Nadine Larder, it is just a matter of getting it done.

Nov 07, 2016 12:55 PM #20
Rainer
6,230
Barbara Golden
Realty Executives NOLA - Mandeville, LA
The Golden Group at Realty Executives NOLA

This Postmaster/Realtor tells everyone about EDDM! It's a great value and not everyone is aware. Great post!

Nov 07, 2016 09:41 PM #21
Anonymous
Matthew Hermanson

The "problem" with direct mail is that people try it a few times and fall on their faces. They then come to the conclusion that direct mail does not work. All the while it was their message that had no drawing power.

ABT .... Always Be Testing

Always be testing away from your best piece.
Always be looking for a better response.
What works can be a moving target.
But you must have a way of tracking your results.
Because what you can't measure, you can't manage.

Robert Collier wrote in his 1931 classic "The Robert Collier Letter Book" to always enter into the conversation already going on inside your prospect's mind.

Gary Halbert gave us the "A-pile, B-pile" method used by people to sort their mail. If you mail a piece that looks like junk, it will be treated as junk. Make it look personal if you want it opened.

Nov 08, 2016 01:03 AM #22
Rainer
3,275
Matthew Hermanson
CEU Solution

The "problem" with direct mail is that people try it a few times and fall on their faces. They then come to the conclusion that direct mail does not work. All the while it was their message that had no drawing power.

ABT .... Always Be Testing

Always be testing away from your best piece.
Always be looking for a better response.
What works can be a moving target.
But you must have a way of tracking your results.
Because what you can't measure, you can't manage.

Robert Collier wrote in his 1931 classic "The Robert Collier Letter Book" to always enter into the conversation already going on inside your prospect's mind.

Gary Halbert gave us the "A-pile, B-pile" method used by people to sort their mail. If you mail a piece that looks like junk, it will be treated as junk. Make it look personal if you want it opened.

Nov 08, 2016 01:05 AM #23
Rainer
389,343
Anna Hatridge
Goodson Realty - Farmington, MO
Missouri Realtor with Goodson Realty

I have found my clients prefer the handwritten and hand deliver of printed material.

Nov 28, 2016 06:56 AM #25
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Nadine Larder

Real Estate Marketing Expert/PrinterBees Founder
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