It doesn’t matter if you just started your real estate career, or if you are a seasoned 15-year veteran, there’s always an opportunity to use direct mail as an effective lead-generating marketing strategy.
The reasons are numerous, and in this post, we will go in-depth into the Top 5 Reasons why real estate agents should use direct mail.
Unless you and your agency is a one-in-a-million example of getting ample attention as a real estate authority at the beginning, earning attention is a difficult task. It takes a concerted effort to demonstrate competency to prospective listing clients, but if done correctly, you can reap the rewards for years to come.
The great aspect about direct mail is it provides an effective avenue to establish yourself as an authority in your real estate market. From market updates to status change updates, there is always something to share with your target audience that will provide valuable information to those on your mailing list.
Polishes Your Branding
Strong branding is what separates Pepsi, Google, and eBay from “soda”, “search engine” and “online auction marketplace”. These company names are weaved into our subconscious to the point where we can use the name interchangeably with the product or service we are talking about.
The same can be said about real estate. Zillow has established itself as a powerhouse brand in the real estate industry, even though Realtor sounds much closer to the type of service offered. Although it is nearly impossible to compete with these major brands, you can certainly establish your branding with your target audience.
One of the most effective ways to polish your branding via direct mail is with split-testing. You may love the logo design, but what if your audience isn’t drawn to your message? Split-testing makes it easy to test out which branding will attract the most conversions, and when you have a winning brand, the network effects can work wonders for your campaign!
Creates Your Niche
As you start out your real estate career, there will undoubtedly be areas or subdivisions that you fall in love with more than others. Perhaps there is an element of the architecture that resonates with you, or you grew up playing with friends in a similar cul-de-sac.
Chances are, if you are passionate about a specific area, that passion will be demonstrated in your direct mail campaign as well. Establishing yourself as an expert within a specific area or community is a great idea for three key reasons:
- You can focus and hone in on the market trends of a specific area, which will save you time.
- You narrow your target audience to the people who have a direct connection to your area, which saves money.
- You increase your chances of becoming THE authority for real estate within that area, which can improve your conversion rate.
Find the specific area you love, learn everything you can about it, and focus your energy on creating your expertise within that niche!
Easy to Implement
We have discussed in a previous blog post how the landscape of direct mail has changed with the advent of print-on-demand.
Now, any real estate agent with any type of marketing budget can quickly and easily implement these strategies into their overall marketing campaign without having to commit to large order minimums with little flexibility.
Additionally, the new direct mail landscape makes it easy to shift when things don’t work as well as you’d hoped, and to be able to scale up when you find the right combination of branding, target audience, and authority in your specific niche. Which brings us to…
Easy to Scale
As you build momentum with your direct mail campaign, and the phone begins to ring with seller leads, the true beauty of this marketing strategy will come to fruition when you decide to scale up your target audience reach.
Why is scaling better suited to seller leads than buyer leads? Simply put, buyer leads can require several months of follow-up before they become clients. However, when sellers are interested in placing their home on the market, they are the ones who are picking up the phone to call you.
Think of it as pushing a large boulder. Trying to scale buyer leads is similar to pushing the boulder up a large hill, while scaling seller leads is like pushing the boulder downhill.
Both are possible, but one is much easier to get started and generate momentum.
Share With Us!
What have been some of the most prominent reasons you began using direct mail as a marketing strategy? What has worked for you, and what hasn’t? Let us know in the comments below!