In the world of real estate marketing, finding motivated sellers is key to success using handwritten direct mail
One way to reach these potential sellers is through direct mail campaigns. However, with the rise of digital marketing, many agents have shifted their focus to online advertising, overlooking the power of handwritten direct mail. In this article, we’ll explore why handwritten direct mail is more effective for real estate agents looking to find motivated sellers, backed by key metrics and research studies.
Here’s why…
- First and foremost, handwritten direct mail stands out in a world saturated with digital marketing. According to the Direct Marketing Association, the average household receives 16.8 pieces of mail per week, compared to an average of 121 emails. This means that a handwritten letter is more likely to catch the recipient’s attention, as it is a less common form of communication. In fact, a study by the United States Postal Service found that 60% of direct mail recipients were influenced to visit a promoted website, compared to only 20% of email recipients.
- Handwritten mail also adds a personal touch that digital marketing can’t match. Handwritten letters feel more authentic and genuine, creating a connection with the recipient that can’t be replicated through a computer screen. This connection can be especially important for real estate agents, who are often dealing with sensitive and emotional situations such as foreclosures or probate properties.
- Handwritten letters have a higher response rate than digital marketing. According to the Data & Marketing Association, direct mail has a response rate of 5.1% for house lists, compared to just 0.6% for email. Handwritten letters have an even higher response rate, with some agents reporting response rates as high as 15-20%.
- Handwritten direct mail is a more personal and tangible form of communication than digital channels. When a potential seller receives a handwritten letter or postcard in the mail, they’re more likely to take notice and give it their attention. This can help to build trust and establish a personal connection between the investor and the seller.
- Furthermore, it has been shown to have higher response rates than other forms of direct mail. According to the Data & Marketing Association, the average response rate for direct mail in general is around 4.9%. However, handwritten direct mail has been found to have response rates as high as 15%, making it a highly effective way to reach potential sellers.
In addition to these general benefits, there are also some specific metrics that demonstrate the effectiveness of handwritten direct mail for real estate agents looking for motivated sellers.
For example, a study by PropStream found that real estate agents who sent handwritten letters to absentee owners experienced significantly higher response rates compared to those who used traditional typed letters. The results of the study showed that agents who used handwritten letters received response rates up to 9.5%, compared to only 1.5% for those who used typed letters. This means that handwritten letters were over six times more effective at generating responses from absentee owners.
The study also found that the handwritten letters were able to generate more leads and ultimately more deals for the agents. In fact, the agents who used handwritten letters were able to close more deals and generate more revenue compared to those who used typed letters.
The success of handwritten letters in this study can be attributed to the personal touch and authenticity they convey. Absentee owners may receive numerous letters and offers from agents, but a handwritten letter stands out and creates a more personal connection. Handwritten letters show that the investor took the time to write a personal message, which can make the owner feel more valued and increase the chances of a response.
In conclusion, by using this personalized approach, agents can generate higher response rates, more leads, and ultimately close more deals. Handwritten direct mail is a powerful tool for real estate agents looking to find motivated sellers. It stands out in a crowded digital marketing landscape, adds a personal touch, and has a higher response rate than digital marketing. By incorporating handwritten direct mail into their marketing strategy, real estate agents can increase their chances of success and find the motivated sellers they need to thrive.