In the digital age of today, some may think that real estate direct mail marketing is a thing of the past. However, that’s not the case. Here’s why.
Real estate direct mail marketing is the only way to go if you want your clients to take you seriously.
Dust off your business cards and design your next property brochure: direct mail marketing is back in fashion for realtors.
Traditional offline marketing strategies are an essential part of getting your real estate brand and offerings seen by potential clients. In fact, direct mail is where it’s at for realtors.
Consider this: how often do you immediately close a pop-up advert on your laptop? Now think about how much time you take to even glance at a piece of direct mail before it goes in the trash.
Longer, right?
It’s only a few seconds longer, perhaps. Yet that’s enough to get your prospective clients’ attention.
Why Real Estate Direct Mail Marketing Still Works
If your previous experience with out-of-home advertising and print marketing has put you off, think again.
Direct mail works differently compared to other offline marketing strategies.
Direct mail isn’t something you just see. It’s something you touch.
The physical connection between a client’s hand and your direct mail is vital. It forces them to engage with your marketing.
It’s easy to be desensitized to digital marketing. You can block pop-ups or close adverts. With direct mail, you have to handle it.
With that in mind, here are ten reasons you need to consider real estate direct mail marketing if you want to get ahead of your realtor competitors…
- People Read Direct Mail
It’s an impulse: you see something, you read it.
You see something eye-catching and you pay even more attention. Ideally, you don’t want your direct mail to go in the bin – but you can bet that it’ll be seen before it does.
Direct mail is as important for brand awareness as it is for lead conversions. People need to see a brand five times before they become ‘aware’ of it. That could include a few digital ads, a brochure, a poster… and a personalized letter.
- People Keep Direct Mail
Direct mail doesn’t get deleted as quickly as an email.
In fact, a bad habit of most Americans is to leave it lying around for days. This means other people are likely to see it, too.
Real estate direct mail marketing works particularly well when targeted to the right audience. Interested buyers will keep hold of your brochure – and your business card – as a reminder to get in touch.
- Ingenious Direct Mail is Memorable
Real estate direct mail marketing can be innovative and interesting.
Interactive direct mail will pique your readers’ attention.
Something as simple as including a DVD with a short film about your realtor business is all you need. A multimedia element works twofold: a customer will be intrigued by what’s on the DVD and has to interact with it to make it work.
- Finishing Techniques Encourage Touch
Try sending your customers a snap pack mailer. With this type of letter, they need to rip off the perforated edges to open it.
Hey, presto! Immediate increase in reader engagement just by the use of touch. They’ve taken the time to tear it open – so they’re going to take time to read it.
- People Take Direct Mail with Them
As stunning as digital brochures can be, you want to make it easy for your clients to compare properties and services.
Send printed brochures to your potential and existing clients who are interested in the local region. Promote your open house event with your direct mail letter or postcard – and let them know about other opportunities in the area at the same time!
- Direct Mail Lets You Generate Leads with Ease
Send a call to action with your direct mail. Ask your existing clients for a testimonial or capture leads with an exciting sign-up offer.
A direct mail form makes it easy for clients to interact with your real estate business. Pre-addressed return forms mean they don’t need to go out of their way to connect with you.
- Real Estate Direct Mail Marketing Is Affordable (and Measurable)
TV, radio, billboards, posters… there are plenty of real estate marketing channels out there.
How do you measure their ROI?
How do you know you’re hitting the right audience?
A direct mail campaign can be targeted to the people you want to connect with.
You’ll know exactly how effective your campaign has been, too – especially if you use elements such as unique URLs or QR codes to drive people online.
- It Works with Digital Marketing for a Stronger Sales Funnel
Using a unique URL on your direct mail letter will help you to customize your client’s experience from the start. Send them to a personalized landing page for the local region, for example, and it will give your client a positive boost.
They will feel like you understand them more than someone who only provides a generic website link. Your prospective real estate client will feel like they have a personal connection with your brand.
- Personalization is Possible
That ‘personal relationship feeling’ is really important. It’s hard to establish over email but a physical letter already breaks down that barrier.
The first step is the handling of an actual physical object that is connected to your real estate business.
The next step is to personalize it. Use a mail merge to address your letters to individuals, rather than ‘The Occupier’, and your open rate will sky rocket.
- You Target Only the Clients You Want
Real estate direct mail marketing can be targeted to age, income, family size , etc. This means you’re only sending messages to those who will be interested.
You’re marketing costs will decrease when using targeted direct mail campaigns. Spend less money, send fewer letters , and get a greater response. It’s all down to personalization and targeting exactly those who would benefit from your real estate services.
Real Estate Direct Mail Marketing is Easy When Someone Else Does it
A direct mail campaign is affordable but can be time-consuming. You need to know how and where to get hold of your marketing data. You need to create stunning and engaging direct mail packages.
After that, you need to work out your direct mail ROI and find out how effective your campaign has been.
If you get the experts involved they can do all (or some) of this work for you. Take the hassle out of real estate direct mail marketing by outsourcing to a pro!
Contact us today to find out how we can help you make a lasting impression with your real estate direct mail marketing and increase your sales revenue.