Is direct mail an old-school strategy, reserved for those who aren’t able to keep up in a digital world?
There’s no doubt that you need a mix of marketing to reach prospects in today’s multi-channel world. However, direct mail still deserves a strong central place in that mix.
There are a lot of reasons why. Let’s dive in, and we’ll also talk about how you can use your print marketing to its maximum advantage!
Why Print Marketing Still Matters
Have you noticed that there’s more noise online than ever before? Attention spans are short and seem to get shorter every year.
The best way to get noticed is to show up in a place where there’s less noise. And right now, that place is in the physical mailbox.
A colorful farming postcard customized with your message and branding really stands out, especially when there’s so little other mail. Many are relying so much on online marketing that they’ve abandoned direct mail.
That gives you a chance to show up and be noticed – with very little competition!
Even more than that, studies show that print mail is seen as more trustworthy across all generations. It’s a tangible item that brings a unique feel to your marketing efforts.
How to Include Print Marketing With Other Efforts
In the Million Dollar Real Estate Agent, Gary Keller famously says that you need 33 touches a year to stay top-of-mind with prospects. That’s a lot of touches!
Direct marketing, combined with online outreach efforts, can help you get there. Here are some ideas.
Start With Postcards
One idea is to start your marketing campaign with postcards. This is what we recommend in our farming strategy.
Send out a farming postcard each month with your email and social media information included. You can include a contest or drawing that they need to visit your website or Facebook page to enter.
Follow up with an in-person visit. Build a personal connection, ask if they entered the contest, and leave a goodie bag.
Use the information from your drawings to invite people into your email list or do targeted Facebook ads.
Before you know it, you’re the real estate agent your potential clients see every day!
Postcards in the Middle
If someone responds to a freebie on social media or joins your Facebook group, you can engage them and encourage them to give their mailing address. Contests or physically mailed freebies or books are a great way to do this.
Once they’ve engaged, you can use their mailing address to send them direct mail and follow up with a visit or more digital conversation.
Your postcards and mailings will be a seamless part of your outreach.
Direct Mail as a Last Contact
Is there someone in your pipeline you haven’t heard from in a while? Maybe a prospect that hasn’t opened your emails, or a member of your Facebook friends that hasn’t commented on anything in a bit?
If so, why not send them a note card to see how things are going? This personal follow-up can help reengage them and bring them back into your community.
A handwritten notecard is a very personal touch and will do a lot to show a disengaged potential client that they really matter to you.
Are You Using Direct Mail in Your Marketing Mix?
As you can see, there are a ton of ways to use direct mail. They can be at the beginning, middle, or end of your sales funnel.
We’re here to help you succeed!
This post originally shared on PrinterBees' Real Estate Marketing Magazine.