Online marketing is an important part of doing business in today’s real estate environment, but traditional techniques like direct mail can also pay off.
Many agents still use direct mail with great success, and getting started is easier than you might realize. If you’d like to learn how to leverage the power of mail and create your own direct mail campaign, keep reading to learn how to get it done easily and affordably.
First, decide on your target audience and target area
Are you going after buyers or sellers? Are you looking for clients with a certain budget? Is your goal to generate leads, build awareness around your brand, or something else?
You’ll have to answer all of these questions before doing anything else, so spend some time establishing these basics.
Next, determine when you’ll send your direct mail pieces
Timing is everything in real estate, especially because home sales are so seasonal.
For example, you won’t be getting many new leads if you send your direct mail during the winter months. However, if your goal is to build brand awareness, sending mail during the holidays can be a great idea.
Since home sales tend to peak from spring through fall, keep that in mind as well. If your goal is to generate more revenue, sending a direct mail piece before the busy summer season starts can be an effective way to generate new leads for your business.
Designing a direct mail piece
Once you know who you’re sending mail to, why you’re sending it, and when it’s being sent, it’s time to work on a design. Keep the following in mind:
- What you want the recipient to do. When someone receives your postcard or letter, what is their “call to action”? Make sure the next step is obvious, whether it’s visiting a website, providing you with an email address, giving you a call, or something else.
- More isn’t better. Avoid the urge to cram information onto a piece of paper — only include what’s necessary. Typically, that information includes who you are, what you do, and what you want the recipient to do.
- Design mindfully. Think about the types of mail you receive that grab your attention. What do they look like? What do they have in common? This will help you design your own mailer.
Do you work with any partners who have marketing materials?
There’s no need to reinvent the wheel every time you want to try something new with your marketing and outreach. In fact, some of the industry professionals you partner with may have marketing materials that you can use.
For example, agents who partner with 2-10 HBW have access to the marketing materials we’ve created. The collateral pieces contain numbers-backed information about Structural Warranties and Systems and Appliances Service Agreements, and have been strategically designed and written to help real estate professionals sell more homes.
If you have access to these types of marketing materials it’s a great way to save yourself time and money. Even if a partner doesn’t have marketing materials right now, your inquiry could help them realize the benefits of creating something for agents to use.
2-10 HBW offers comprehensive Systems and Appliances Home Warranties to help protect your clients from unexpected repair and replacement costs. Contact us to learn more.
