How Direct Mail Fits in Your 2019 Real Estate Marketing Mix

By
Services for Real Estate Pros with www.PrinterBees.com BRE# 01392374
https://activerain.com/droplet/5gVJ

Is direct mail an old-school strategy, reserved for those who aren’t able to keep up in a digital world?

Absolutely not!

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.

How are you using direct mail? If you’d like to get started, take a look at our farming postcardsnote cards, and more.

We’re here to help you succeed!

 

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

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Re-Blogged 1 time:

Re-Blogged By Re-Blogged At
  1. Samuel Odeyemi 01/18/2019 01:40 PM
Topic:
Real Estate Sales and Marketing
Groups:
Real Estate Rookie
Marketing 101
Tags:
direct mail
marketing mix

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Rainmaker
3,243,607
Will Hamm
Hamm Homes - Aurora, CO
"Where There's a Will, There's a Way!"

Hello Nadine,  Great information as always from you on direct mail.  Hope you are having a great start to the year.

 

Jan 16, 2019 07:02 AM #1
Rainmaker
444,192
JoAnn Moore
The Mortgage Market of Delaware - Georgetown, DE
Home Loans in Delaware

I like direct mail too. I need to be a much more frequent and consistent mailer. It does work. I recently got a call from a borrwer I did a loan for 17 years ago. They still have the same mortgage. They want to do a cash out refinance and perhaps help their daughter purchase her first home.  

Jan 16, 2019 09:09 AM #2
Rainmaker
530,189
Francine Viola
Coldwell Banker Evergreen Olympic Realty, Olympia WA - Olympia, WA
REALTOR®, In Tune with your Real Estate Needs

Great ideas and tips for incorporating offline marketing efforts.  It does pay off and is a good way to get the message out.

Jan 16, 2019 01:35 PM #3
Rainmaker
109,494
Marie-Denise Kratsios
Daniel Gale Sotheby's International Realty - Huntington, NY
Where ever you are, that's where I'll be!

I think it's important to have direct mail in your marketing arsenal.  Email is too often deleted before it's opened.  At least someone has to glance at a direct mail piece before throwing it away.  If it has any pertinence for the receiver, they will take notice of it and hopefully, keep it.

Jan 17, 2019 09:19 AM #4
Rainmaker
659,395
Mike McCann - Nebraska Farm Land Broker
Mike McCann - Broker, Mach1 Realty Farmland Broker-Auctioneer Serving Rural Nebraska - Kearney, NE
Farm Land For Sale 308-627-3700 or 800-241-3940

We market every listing with a postcard campaign. Anyone who says postcards do work...simply are doing them wrong.  Thank you for sharing.  

Jan 17, 2019 06:34 PM #5
Rainmaker
1,815,671
Lottie Kendall
Compass - San Francisco, CA
Helping make your real estate dreams a reality

Hi Nadine - good stuff; thanks! I'm sharing this with my Client Care Concierge who is working with me on a number of on-line and off-line marketing projects.

I especially liked your tip:

"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."

Jan 17, 2019 07:15 PM #6
Rainmaker
309,336
Scott Hoen
TitleCapture.com - Carson City, NV
VP, Marketing Systems & Sales Tech, 714-270-9607

And January 27, 2019 -- US Postal rates go up ==- get the direct mail pieces out sooner than later - 

Jan 18, 2019 06:49 AM #7
Rainer
158,500
Anne Corbin
Long and Foster - Lake Anna - Spotsylvania, VA
Serving Lake Anna & Central Virginia

I'm going to get farming cards out today! That is my goal.

Jan 18, 2019 07:04 AM #8
Rainmaker
982,263
Jan Green
Value Added Service, 602-620-2699 - Scottsdale, AZ
HomeSmart Elite Group, REALTOR®, EcoBroker, GREEN

I agree!  I find that unique information gets their attention in direct mail marketing, different than the normal real estate stats! 

Jan 18, 2019 10:50 AM #9
Rainer
222,752
Greg Mona
Faira Homes Corp - Scottsdale, AZ
Real Estate in the 21st Century!

This is so true, Nadine.  And while sometimes it seems every single mailer is going straight into the recycle bin or trash, they DO get read and sometimes are kept for future reference. We have experienced that numerous times over the years. And if nothing else, consistent mailings are a great way to brand oneself. No, mail is NOT dead...yet!

Jan 18, 2019 02:16 PM #10
Rainmaker
2,791,596
Laura Cerrano
Feng Shui Manhattan Long Island - Locust Valley, NY
Certified Feng Shui Expert, Speaker & Researcher

I’ve always been a fan of direct communication whenever possible and direct mail it’s kind of the second best thing

Jan 18, 2019 07:17 PM #11
Rainmaker
2,791,596
Laura Cerrano
Feng Shui Manhattan Long Island - Locust Valley, NY
Certified Feng Shui Expert, Speaker & Researcher

If you get that on an authentic basis, people do respond to it pretty well and everything else kind of just falls into place in my experience.

Greg Mona

Jan 18, 2019 07:18 PM #12
Rainmaker
640,720
Debra Leisek
Bay Realty,Inc Homer Alaska - Homer, AK

Direct Mail... its so old its new!! People like to get mail... a good postcard is well received  and a personal note even better!  thank you! 

Jan 18, 2019 10:23 PM #13
Rainmaker
4,432,467
Gita Bantwal
RE/MAX Centre Realtors - Warwick, PA
REALTOR,ABR,CRS,SRES,GRI - Bucks County & Philadel

Thank you for the reminder. I will be mailing post cards soon. 

Jan 19, 2019 03:27 AM #14
Rainmaker
3,858,967
Dorie Dillard CRS GRI ABR
Coldwell Banker United Realtors® ~ 512.750.6899 - Austin, TX
Serving Buyers & Sellers in NW Austin Real Estate

Good morning Nadine Larder ,

Well deserved featured post! The basics are always a mainstay in marketing. Direct mail does work and needs to be included in your marketing plan.

Jan 19, 2019 06:09 AM #15
Rainmaker
405,483
Steven Beam
RE/MAX Alliance - Parker Colorado Real Estate. - Parker, CO
Parker Colorado Real Estate

"Have you noticed that there’s more noise online than ever before?"

 

Yup. The social media feeds are nothing but SM companies profiting on as many advertisers as possible and stuffing our feeds with crap. There is no limit to the numbers of like kind ads they will take for an area.  I personally believe SM ads have run their course. They were profitiable 5-8 years ago but not anymore. Even open house ads on SM get less than 25% of the interations that they used to. People know how to shut down ads in their feeds. When comparing old ad numbers to the past 12 months the engagement is making online ads mush less appealing. Though they tell you "it's the cheapest way to get views" everyone is a "SM Expert" now so it's much less appealing. 

Jan 19, 2019 05:47 PM #16
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Nadine Larder

Real Estate Marketing Expert/PrinterBees Founder
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