Real estate direct mail marketing is one of the most tried and true methods for real estate investors and agents to generate leads and find deals. Unfortunately, some mail ends up in the trash without a second look. Mailboxes have become so overcrowded that unopened envelopes get pushed to the side. The average mailbox is packed with junk mail, bills, and other correspondence from various sources telling you about deals or offering their services. It can be easy for an envelope containing information on real estate opportunities to land in one corner, forgotten amongst all this noise – which means missing out on potential leads! Your only chance of sending successful direct mail is to target the right audience at the right time with the right message.
How?
1. Build a High-Converting Website
Put yourself in the recipient’s shoes. If they receive a piece of mail from a real estate company they’ve never heard of before, their first question is likely, “Is this a scam?”
And so some people interested in what you’re offering aren’t going to call you immediately. They will hop on their computer and search for your company with Google — RIP to the company that doesn’t appear on the first page of results.
If your business does show up when they search for it, though, and if it has good reviews and a good brand image, the prospect will likely call you.
2. Target Your Audience
You don’t have a message if you don’t have a target audience. If you don’t have a message, you don’t have a direct mail campaign.
To discover your ideal recipient, ask yourself these questions.
- Do you want to target house buyers or house sellers?
- Do you want to target high or low-income housing?
- What is your desired result? To get leads or to build awareness?
With that information in mind, determine the ideal target area. A desire for high revenue leads will target high-income areas. Conversely, a desire for low-income leads will target low-income areas.