Direct marketing in real estate is incredibly important as people are inundated with more digital campaigns than ever. The term direct marketing refers to physical marketing material, often taking form as a postcard, flyer, or newsletter that is delivered directly to the prospective client.
While the belief exists that marketing has shifted to other media types like text messaging, digital ads, and email, print direct marketing is still very much alive and thriving. While we know that many leads need multiple touches to be effective, a direct marketing campaign can be a great source to touch base and stay relevant in your potential client’s mind.
Direct marketing through real estate mailers shows an increase in response rate around the fourth or fifth touch — so much like other campaigns, it does require a campaign to be truly effective. Direct mail marketing in real estate is a real and rewarding option for communicating with future buyers and sellers!
Real Estate Direct Marketing Efforts
-  Focus on prospects in specific local geographies.Â
This will ensure that your ROI is appropriate for your marketing investment. Additionally, the geography you select should have an appropriate level of potential with a turnover rate of at least 5 percent. You want to see that people are buying and selling in the neighborhoods you market to through real estate mailers.
- Make your content relevant to a specific area.
If you have a general message that doesn’t apply to everyone, you are wasting your direct mail efforts as they will not resonate with the people you are mailing.
- Send visually appealing content.
The age-old saying that a picture speaks a thousand words is incredibly true. You want to provide something engaging in your real estate mailers, enough to ruminate over for days or weeks.
- Consider automating your drip campaign to nurture prospects over a long period of time.
Buying and selling a home isn’t something that happens all the time. Your goal should be to stay top of mind when prospective clients are ready to buy or sell!
- Create an irresistible offer that is paired with a sense of urgency.
Perhaps you are showcasing a property that you recently sold in their area that sold for at or above the market price. Create a real estate mailer to share with them that now is the time to consider selling while the market is favorable and competitive in that area. Create a quick and easy call to action with what they can do to get started as well.