How to use Direct Mail to Market Yourself as the Local Real Estate Expert
Is direct mail even effective anymore? Is it worth the effort and expense when everyone is online nowadays? These are questions that often get asked about direct mail marketing. In reality, direct mail marketing has an overall higher response rate than email! It tends to give the receiver a more personal experience because of its tangible nature. This more personal experience leads to more trust between the sender and the receiver. According to a research study by Marketing Sherpa, 76% of people trust the ads they receive in their mailbox. You have to admit, receiving mail in your mailbox does feel a lot more personal than an email in your inbox (not that your email strategy isn’t important too).
If you’re new to this strategy, it can be easy to get lost in the process. So, let’s go over the 5 questions that will help you as you kickstart your direct mail marketing journey!
#1 WHAT is your goal?
First, define what the goal of your direct mail campaign actually is. Think of the best outcome you’d derive when the campaign closes. Obviously, you want to gain more leads but are there other actions the recipient can take to engage with you so that you can continue to build trust? Does your website provide valuable information for potential clients? What about your social pages? Define your goal and ensure that you have the right calls to action to prompt people to do the things that will help you to further engage and be more successful. Make sure your goals are realistic. Getting 5 new listings (or buyers) from a single send to a farmed area is very unlikely. However, if you are consistent, you should see results.
#2 WHO is your audience?