Is Your Direct Mail Making a Difference?

By
Services for Real Estate Pros with www.PrinterBees.com BRE# 01392374

Read to the bottom for a special deal on holiday postcards this week only!

 

You send postcards regularly – at least we hope you do! – but you might be wondering how to know what impact it’s having.

The truth is that while farming postcards are a great way to build your brand, it can be a challenge to know exactly what mailings matter the most to your prospects. After all, there’s no Google Analytics for mail!

However, there are ways to know if your direct mail is having the impact you want. Try these techniques!

Make a Mailing-Specific Offer

So you’re sending postcards to teach your prospects more about the benefits of buying a home. To see if the message is received, why not make offer a download that’s specific to the mailing? You can use a special website address or landing page.

When your prospects receive the postcard, they will hopefully be interested in the free download as well. When they go to your website, you’ll gain additional interaction and you’ll be able to track the success of your mailing.

You can also ask for additional information, such as the recipient’s email address, during the download process. This will help you continue to interact with them!

Use Postcards to Advertise an Event

If you’re holding a live event in your area, consider using postcards to promote it. When you combine this with Every Door Direct Mail® (EDDM®), you can have a big impact even if you don’t have a big mailing list.

You’re probably advertising your event in multiple ways – how will you know if the postcard, in particular, brought the person in?

Easy!

Make a special offer of a freebie or an entry to a drawing. If the person brings in their postcard, they can get an additional entry or a special mailing-only freebie.

Not only will this help you track the impact of your mailings, but it will also give your prospects a great reason to keep your mailing around the house rather than throwing it away!

Use a Trackable Phone Number

It’s hard to know why someone calls you – it could be that they heard about you from a friend, saw you at an event, or got one of your mailings. You can ask, but it can feel awkward. It’s also not possible to keep a running tally everywhere you might be.

Instead, get a trackable phone number that forwards to your regular phone. You can use Google voice for free. Simply put your Google Voice phone number on your mailing, and then answer calls normally.

Later, you can go into your Google Voice account and see how many calls you’ve received. You can see exactly what day and time the call came in, in case you have a time-sensitive campaign.

If you’d prefer, you can also work with a third-party call tracking company, especially if you want more robust data to analyze.

With a trackable phone number that you only use on specific offers, you can always know exactly how effective your offer was. Even better, after a short break to wrap up, you can use it again on your next offer!

Use a QR Code on the Postcard

77% of Americans own a smartphone, so why not take advantage of it? Using a QR code allows the recipient to scan the postcard with their phone, which takes them to a specific website offer.

You want to make sure folks know exactly what to do, so include instructions like, “Scan the code for more information” or “Scan here for the free download.” Of course, make sure the website page or landing page they go to is optimized for mobile!

By using a QR code, you take advantage of current technology while also checking to see exactly how effective your mailing outreach is. Not only that, you give prospects a reason to visit your website. It’s a win-win-win!

Know What You’re Looking For

Of course, this tracking is only helpful if you know what you’re looking for. “Better results” is a bit vague. Define what you need – here are some ideas.

Response Rate

Very simply, this is how many people reach out to you after getting your mailing. Direct mail has an average response rate of 4.4% (email is a mere 0.12%!)

Challenge yourself to get to 5% or better through creative marketing and compelling offers. The number of people you hear from, divided by your total mailing, is your response rate!

Cost Per Action

Whether you’re looking for listings or buyer clients, consider using your mailings to track how much it costs to secure a client. For instance, if you get 1 new listing from a mailing that cost you $200, it costs you $200 per listing client.

If you have the right targeted lists and can expand your target area, each $200 you spend can get you a new client. That’s pretty great considering how much you make from each client!

You can also track your cost per lead – that is, how much it costs to get responses. If you get 30 responses from a mailing that cost $200, it costs you $6.67 per response, or $6.67 per lead.

Compare Your Direct Mail Results to Other Efforts

Because you can track your direct mail results separately from social media or email, you can run campaigns simultaneously to see what’s most effective.

At PrinterBees, we always recommend you have a marketing mix where you use the most effective channels for your specific customer base. Track responses from different direct mail postcards, email, social media, and more.

When you find what’s most effective, focus your time and money on those efforts. Make sure you keep tracking though – things change over time. You want to stay up to date!

Get Your Direct Mail Marketing Moving!

If direct mail is something you haven’t been consistent with, now is the time! With the holidays upon us, it’s the perfect excuse to start mailing your target neighborhoods.

Need to get started? We’re here to help. Take a look at our holiday postcards today! 

Plus, take advantage of our special this week only - 100 4X6 Holiday Postcards for ONLY $69!* Just use the coupon code HOLIDAY18.

We can’t wait to hear from you!

 

*New orders only, please! Cannot be combined with other offers or discounts. Holiday postcards only. Expires November 16th, 2018.

 

This post originally shared on PrinterBees' Real Estate Marketing Magazine.

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Show All Comments
Rainmaker
284,344
Chuck Gollay
Exit Realty Paramount - Traverse City, MI

Excellent article! You've listed some great ideas that can make all our mailing efforts more productive.

Nov 13, 2018 06:03 PM #1
Rainmaker
149,184
Esther Preston
Heartland Realty - Redmond, OR

Great ideals!  

 

Nov 13, 2018 06:30 PM #2
Rainer
160,432
Monique Ting
INET Realty Honolulu, HI - Honolulu, HI
Your agent under the sun

Much mahalo for the wonderful ideas! Aloha,

Nov 13, 2018 09:25 PM #3
Rainer
292,121
Ron Aguilar
Continental Mortgage - Saint George, UT
Mortgage & Real Estate Advisor since 1995

Nadine excellent post. This is a nice list to checkoff in the process. Thank you

Nov 14, 2018 07:32 AM #4
Rainmaker
1,629,302
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Wonderful ideas Nadine! Knowing what works and what doesn't is a huge "leg-up" in marketing.

Nov 14, 2018 10:09 AM #5
Rainmaker
411,272
M.C. Dwyer
Century 21 Showcase REALTORs - Felton, CA
MC Dwyer-Santa Cruz Mountains Property Specialist

As usual Nadine Larder your post got me to thinking.    I'm definitely not getting a 5% response rate on my postcards yet.    Time has come to wonder why and ponder what you're saying.

Nov 14, 2018 10:27 AM #6
Rainmaker
249,745
Janice Zaltman
United Realty Group - Boca Raton, FL
South Florida Residential Real Estate

Thank you for your  suggestions. It's a great plan to put in place and learn evaluate effectiveness  at the same time. 

Nov 14, 2018 05:15 PM #7
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Rainmaker
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Nadine Larder

Real Estate Marketing Expert/PrinterBees Founder
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