It will come as no surprise to people who know us...that our "farming of choice" is done with our monthly snail mail purple envelope marketing program that has been well established for many years. As our practice grew and we developed different spheres of influence we also added different versions of the content of our newsletters to match the interests of the target audience. We are very conscious of giving each one "news they can use" so that we are not only staying in front of the people who are referral soures, we are bringing something of value to them as well. The newsletters always at least two pages. Ohe page is common to every version. It is printed on a themed letterhead with a life lesson kind of story and of course our signature contact information at the bottom. This piece alone has traveled to...other potential buyer and sellers thru neighborhood meetings, widows and church groups, employee bulletin boards, letters to children in college..the content often strikes a chord that people feel other would benefit from the sharing of this mailing.
. The second page has content written specifically targeted to the target audience. You may choose to define one SOI (sphere of influence) as your past clients and customers. Another may be potential clients with a different message that features the advantages your practice brings to their real estate needs. If you have carved a niche or two, the people who are referring influences may also have another version with information designed to inform them of different things that may be anything from changes in laws to new loan programs to specific references of how you worked with a client in their area of business and offered assistance.
We regularly add to lists and occasionally versions...update the people we have sold homes to...and some that request that they stay on the list even though they have moved out of state...they often have friends and relatives still in the area and continue to refer them because we continue to remind them of our practice on a regular basis.
If you wait until "newsletter day"....it becomes more of a chore than it would be if you begin the format and add to it during the month. We have our letters mailed on or about the 15th of the month and always use a colorful first class stamp as well. Attention to detail we believe is important and who could be more important than the people who refer business to You ?
This has been a marketing post and entry to June contest on Farming brought to you by Sally K. & David L. Hanson, Broker Associates with Keller Williams, proudly serving southeastern Wisconsin for all things real estate.