Mail Means MONEY in Your Pocket!

By
Education & Training with The Lones Group, Inc.

The Lones Group, Inc.

Mail Means MONEY in Your Pocket!

One of our favorite clients recently challenged us on social media about the importance of mail and I thought it was worth addressing in a Zebra Report:

"Where I am from I don't see many people reading their mail when they have social media. When I ask if they received my letter after a week or two most say they haven't picked up their mail because they are too busy."

Although I am a big proponent of mail, I also hear what she is saying as there may be a few factors at play in her particular farm area. Let's look at some things that generally may affect how a whole area handles mail:

Proximity to Mailbox
Some neighborhoods and areas use clustered and secured mailboxes. Since people may not pick up the mail every day, a mailbox would probably be stuffed within a week necessitating its pickup. If you are targeting a farm area in which this is a factor, that may affect how quickly mail is picked up and read. If you are sending information that needs to be acted upon quickly, such as an upcoming open house or neighborhood event, this might affect your attendance.

Snowbirds or Summer Beach Dwellers
Some farm areas seem to have folks who flock to different locales on a seasonal basis and have their mail held or forwarded. However, if this is just a seasonal phenomenon, then you can adjust your campaign accordingly and embrace this pattern.

Generational Perspective
Many Millennials (born 1980-2000) are tech savvy, may be receiving and paying their bills automatically, and one might assume they may not have much of a need to look at their mail more than once a week. However, it might surprise you that a 2016 study by Infotrends indicated that Millennials are the most likely generation of all to read direct mail and 25% of them considered it a “leisurely activity”.

If you are getting the sense that your mail recipients are not responding to your mail, I encourage you to dig a bit deeper to see if there are any of these factors at play before making a change or discarding your farm. Some of the agents in my coaching group who have been really focused on the power of mail over the last year+ and some have already realized an additional six figures just based on a dozen or so pieces of mail. I have an agent who doubled her business just based on sending letters when she listed a property and another who got 14 listings from leveraging his listing with letters.

Despite the evidence that mail works over the long term, in my experience, once an agent starts a farm or a marketing campaign, they do a great job of talking themselves out of continuing it when they don't have an immediate result.

Since concerns about the impact of mail is a common perception for mail non-believers, I have listed six reasons below that are compelling reasons to not only start a mailing campaign but stick to it. Sending physical mail to mailboxes has several advantages that work to your favor:

  • It's different. Many agents have abandoned mailing campaigns and talked themselves out of investing in marketing all the time when they don't get an immediate response. Your mailer has less to compete with and stands out as a point of difference. This is contrarian marketing at its finest. Contrarian marketing works due to it being different than what everyone else is doing.
  • It's more than a subject line. In email, you are being judged by your subject line before anything else. Mail has the opportunity to connect with the recipient with more than a brief sentence, but with color, pictures, graphs, your portrait, and more - giving you the opportunity to connect with more personalities.
  • It's something touchable. It's tactile. It exists in your prospects' physical world and not in the abstract of the internet. That adds value and it places your advertising directing within the physical setting of your prospect's home.
  • It's more reliable. Did your email even make it into the inbox? Was it filtered to a junk mail box or as a “promotional” in your email platform or did it just never arrive from some internet spam filter along the way? Your post office mail arrives and is seen.
  • It's more customizable. You have more color options, finish options, type options than just a subject line. You can choose what kind of paper your mailer is on, the page size, and how it is bound. Your mailer can express your brand and arrange your information in ways that email or social media never will.
  • It is more readable. Not only do many people dislike email, but many age groups struggle with comfortably reading email. When it comes to your marketing, you want your audience to be able to easily consume it. In fact, email is perceived as work while mail is perceived as leisure with excitement over getting organized.

We're not saying email has no place in marketing, but paper mailers can be an incredible part of your business marketing and puts your marketing right in your prospects' hands.

One key factor to keep in mind is that all recipients will discount and discard mail that they deem too generic or that has a message that doesn't apply to them. That is why it is critical to make sure that when you create a piece of direct mail for any recipient, it is relevant to their real estate needs and situation.

Don't discount the power of mail! If your audience has specialty needs like the ones outlined above, then consider a campaign adjustment.

 

By Denise Lones CSP, M.I.R.M., CDEI - The founding partner of The Lones Group, Denise Lones, brings nearly three decades of experience in the real estate industry. With agent/broker coaching, expertise in branding, lead generation, strategic marketing, business analysis, new home project planning, product development, Denise is nationally recognized as the source for all things real estate. With a passion for improvement, Denise has helped thousands of real estate agents, brokers, and managers build their business to unprecedented levels of success, while helping them maintain balance and quality of life.

The Lones Group, Inc.

Comments (8)

Grant Schneider
Performance Development Strategies - Armonk, NY
Your Coach Helping You Create Successful Outcomes

Hi Denise - direct mail is not something that should be abandoned.  It is an important part of the marketing mix.

Sep 03, 2021 06:21 PM
Denise Lones

Thank you Grant.

Sep 10, 2021 09:50 AM
Kathy Streib
Room Service Home Staging - Delray Beach, FL
Home Stager - Palm Beach County,FL -561-914-6224

Hi Denise- I love the very helpful information you gave suggesting why direct mail may not work. I know that I don't receive the number of post cards that I used to receive so the competition is less. And if you make it stand out and relevant, it's more likely to be read. 

Sep 03, 2021 07:34 PM
Denise Lones

If something really isn't working there's always a reason for it and agents need to look past the "it's not working" moment. Why isn't it? Is it inconsistency? Presentation? Something about the audience? It is almost always an issue that can be overcome, but too often we throw our hands in the air and settle for, "it just doesn't work" without trying to address why. And that is how we miss out on business opportunities. Thanks Kathy! - Denise

Sep 10, 2021 09:54 AM
Richard Weeks
Dallas, TX
REALTOR®, Broker

Great information, thanks for sharing.  I hope you have a great day.

Sep 04, 2021 01:48 AM
Denise Lones

You are welcome Richard! I hope you do too. - Denise

Sep 10, 2021 09:55 AM
Mark Don McInnes, Sandpoint-Idaho
Sandpoint Realty LLC - Sandpoint, ID
North Idaho Real Estate - 208-255.6227

Your post made me think of myself.  I have a PO box and go seldom.  When I do go before leaving I have recycled anything that looks like advertising.  It is no wonder I prefer social media ads to mailers.  You brought to my attention it is my own actions most likely bending my attitude.  Enjoy your weekend.  Be safe, stay healthy.  m

Sep 04, 2021 04:37 AM
Denise Lones

No one business marketing effort stands entirely on its own. I always encourage a mix of outreach - mailers, ads, networking, classes, email, and community events are just a few. - Denise

Sep 10, 2021 09:58 AM
Kathy Streib
Room Service Home Staging - Delray Beach, FL
Home Stager - Palm Beach County,FL -561-914-6224

Sep 04, 2021 06:10 PM
Wayne Martin
Wayne M Martin - Chicago, IL
Real Estate Broker - Retired

Good morning Denise. Could not agree more. When active, direct mail gave me a virtual lock on my farm area. Simply amazing. Enjoy your day.

Sep 05, 2021 06:05 AM
Denise Lones

Love hearing from other experiences in the field like this. Thank you Wayne - Denise

Sep 10, 2021 09:58 AM
Kat Palmiotti
406-270-3667, kat@thehousekat.com, Broker, eXp Realty - Kalispell, MT
Helping your Montana dreams take root

Excellent advice. I have a PO Box for work and I only check it once a week. I'm sure I'm not the only one!

Sep 05, 2021 06:21 AM
Denise Lones

Like Mark pointed out above, don't let your habits of how you use your business mailbox color your perception of how your potential clients will consume your marketing. - Denise

Sep 10, 2021 10:01 AM
Wendy Rulnick
Rulnick Realty, Inc. - Destin, FL
"It's Wendy... It's Sold!"

Denise Lones You have a well-organized argument in favor of marketing by mail. I just got a call for a listing from two postcard mailings I sent over the past six months. Just when I was about to give up....

Sep 05, 2021 11:59 AM
Denise Lones

Consistency plays a huge part in any advertising model. If you're only reaching out quarterly, experience and observation of many agents tells me that you could be missing out on a lot of potential business. But thanks for sharing that you are still having success! Keep at it. - Denise

Sep 10, 2021 10:03 AM