Compared to the Printing Press pictured above, the ability to share information with people has improved dramatically.
Direct mail, and direct marketing as we know it, has been around for over a hundred years. On a near-daily basis, we all receive a variety of direct mail from a variety of different businesses, including grocery ads, coupons for oil changes, and more special offers than you could ever put to use. Although the overall model of direct marketing has changed very little, its accessibility to more businesses and entrepreneurs has changed dramatically.
The catalyst behind this shift is the availability of print on demand direct mail services. Similar to the print on demand publishing service offered by Amazon’s Kindle Direct Publishing, print on demand direct marketing opens the opportunity for every real estate agent to reach their target audiences, no matter how small their mailing lists may be.
In this article, we will provide more details on why this shift to print on demand is great for your real estate business, and the ways you can take advantage of it.
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The Before and After: Direct Mail Print on Demand
If you turn back twenty years, the marketing landscape would be incredibly different: Yahoo and AOL ruled the still-evolving internet world, and the Yellow Pages were still in publication.
Direct mail was arguably the most effective tool to reach local customers, but not everyone could utilize this effectively. For example, digital and color printing was expensive in comparison to today, and clients often needed a minimum order requirement before they could even start an order.
This might have been cost-effective for an established real estate agency, but the cost of entry was simply too steep for the vast majority of agents and agencies getting started.
Now, instead of hiring an ad agency or a traditional design firm, there are online companies and graphic designers globally offering customizable templates and designs. Many of these options are available for free or can be acquired on platforms like Fiverr for less than $20.
The world of print on demand direct mail opens up a whole new world to real estate agents, and provides opportunities for businesses in every industry to create effective marketing campaigns.
How Print on Demand Direct Mail Helps REALTORS Become Successful
Direct mail remains a powerful tool for real estate agents, offering several benefits in a world often dominated by digital marketing strategies. Here’s how direct mail can be particularly effective for real estate professionals.
Targeted Marketing
Direct mail allows REALTORS to precisely target specific neighborhoods or demographics; also known as geographic farming. Agents can refine their messaging to more effectively meet the specific preferences and interests of potential clients, enhancing the relevance and impact of their marketing campaigns.
Tangible Presence
Unlike emails or digital ads that can be overlooked or blocked, physical mail ensures that an agent’s message is physically placed in the hands of potential clients. This tangible presence can make a more memorable impression and stand out in a crowded market.
High Response Rates
Studies have shown that direct mail tends to have higher response rates compared to some digital forms of advertising. People are more likely to read through a physical piece of mail than an email, especially if it’s well-designed and personalized.
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Branding Opportunities
Sending branded materials like newsletters, flyers, or real estate postcards helps agents build a recognizable identity and convey their professionalism. This consistent branding helps build trust and recognition in the community, which is crucial for long-term success.
Personal Touch
Direct mail can be personalized to address the recipient by name, include specific information about their neighborhood, or offer tailored advice. This personal touch can help build relationships with potential clients, making them feel valued and understood.
Integration with Digital Strategies
While effective on its own, direct mail also works excellently in conjunction with email and social media marketing. For instance, following up a direct mail campaign with an email can reinforce the message and increase the likelihood of engagement.
Measurable Results
Direct mail campaigns are measurable, allowing REALTORS to track which types of mailers and which messages are most effective. This data can be used to refine strategies and improve ROI over time.
How Has Print on Demand Changed Your Marketing?
Has print on demand changed your marketing strategy? Share your experience with us! Wise Pelican is here to help your marketing efforts with tons of real estate postcard templates designed to be high converting to maximize your return on investment or we can easily create a custom REALTOR template for you. Sign up for a free Wise Pelican account!
