Tuesday, January 23, 2018

direct mail is king

Annual spending on newspaper circulars, coupons, direct mail, and catalogs hit $76 billion in 2017!

Need I say more?

By the way, this was up 85% from 2012, according to a Wallstreet Journal article recently written by Sarah Nassauer.

“Paper ads that arrive in homes spur more buying than emails or texts”, said Jackson Jeyanayagam, chief marketing officer of Boxed.com.

“Email is starting to become a sandbox because you get so much”. Boxed spent 80% more on print advertising in 2017 than 2016.

Emily Frankel, senior director of digital marketing at Jet.com, a Walmart owned company, states, “Jet sent 35 million paper coupons and direct mailers last year”.

She continued, that the mailers have been effective in reaching new, more urban and affluent customers.

So, why is direct mail so effective?

A study commissioned by the Interactive Advertising Bureau discovered that direct mail marketing—leaves a ‘deeper more emotional footprint’ on the brain than digital.

That difference can be pinpointed on MRI brain scans.

It produces brain responses that get stored in your memory. The printed piece itself becomes part of the subliminal messaging.

The following are more reasons for direct mail’s success.

It’s targeted

Most advertising is expensive and casts a wide, but not specific net.

With direct mail, you can match your marketing pieces specifically to your market or niche dramatically increasing your response rates.

You can target your mailing lists for those you most want to market by taking advantage of our Lifestyle Interest search.

It’s personal

Direct mail is your canvas.  You can address your customer by name, share specific offers and communicate information that’s specific to your area.

And begin to create a top-of-mind awareness and trust.

By offering calls to action such as Free Reports, lists of homes, a Free Home Market Analysis and more – you create an opportunity for engagement with your audience. 

It’s flexible  

From postcards to newsletters to brochures, your direct mail options are extensive. 

Add direct response offers and timely information and you again increase your response rates. 

Some agents choose from a specific niche postcard series such as our Expired Series to send each month to develop brand a recognition. expired listing marketing postcards

Others mix and match their marketing messages – preferring to keep consumers alert and eager to see what they’ll send next.

It’s tangible

The truth is, as human beings we are tactile people.

So, engaging different senses is just smart business.   If I get a message from a professional via email or digital ad, it registers in the moment – but not necessarily long term. 

When I get a message that’s directed to me and offers something of importance to me and my family – that’s compelling.

Specifically, when I can feel it, touch it, put it on the refrigerator or tack it to my bulletin board, etc. – that message has a much longer shelf life.

 And a better chance of getting a response – not just once but again and again. 

It’s measurable 

Use a unique URL or make a specific offer on a direct response piece and keep tabs on how many people click or call on that offer. Similiar to our Free Offer Series postcardsfree offer postcard series

Then adjust future mailings based on that response rate.  It’s always advised to make a direct response offer on every piece of direct mail.

As opposed to just a generic, ‘here I am’ mailing. 

Give people valuable reasons to reach out to you and they will!

It’s easy and cost-effective

Direct mail doesn’t have to mean big bucks.

With Every Door Direct Mail costs are low and market saturation is high.

Hopefully, this has given you insight into why direct mail is part of so many highly successful agents ongoing marketing plan.

Start taking advantage of this powerful form of marketing now.

Get started taking advantage of the power of direct mail. Send the Free Home Market Analysis Offer postcard from the Call to Action Series to your Geographic Farm this month.

Call our marketing team at 866.405.3638 for assistance. We are here for you! 


PLUS: Whenever you have a moment…here are 3 things to check out that will help you CRUSH IT in 2018!

1. The Free 2018 Real Estate Business Plan

Treating your business like a business is a vital component to succeeding long term in this industry. While some agents put together elaborate business plans, there is something powerful to be said for keeping it simple. Check out our one page Online Real Estate Business Plan – Click Here

2. The Online Sphere of Influence Calculator

Top real estate professionals state 66% of their business comes from their sphere of influence. So how many people do you need in your SOI? Check out our Sphere of Influence Calculator (from your desktop) to find out the answer – Click Here

3. The 12 Month Done-For-You Strategic Marketing Plan

The Real Estate Marketing Planner is a powerful 12-Month-Guide that strategically defines what marketing to do when. Four key market segments are included, Niche Marketing, Listing Inventory, Geographic Farming, and Sphere of Influence – Click Here

Also…check these out 🙂

3 Click Postcards – Just snap, tap, send all from your mobile phone

MLS Mailings – Automated Just Listed, Just Sold Postcards

Market Dominator System – Become a neighborhood brand

Monday Motivation

“Fortune sides with him who dares.”

-Virgil

PLUS: Whenever you have a moment…here are 3 things to check out that will help you CRUSH IT in 2018!

1. The Free 2018 Real Estate Business Plan

Treating your business like a business is a vital component to succeeding long term in this industry. While some agents put together elaborate business plans, there is something powerful to be said for keeping it simple. Check out our one page Online Real Estate Business Plan – Click Here

2. The Online Sphere of Influence Calculator

Top real estate professionals state 66% of their business comes from their sphere of influence. So how many people do you need in your SOI? Check out our Sphere of Influence Calculator (from your desktop) to find out the answer – Click Here

3. The 12 Month Done-For-You Strategic Marketing Plan

The Real Estate Marketing Planner is a powerful 12-Month-Guide that strategically defines what marketing to do when. Four key market segments are included, Niche Marketing, Listing Inventory, Geographic Farming, and Sphere of Influence – Click Here

Also…check these out 🙂

3 Click Postcards – Just snap, tap, send all from your mobile phone

MLS Mailings – Automated Just Listed, Just Sold Postcards

Market Dominator System – Become a neighborhood brand

We are here to support your success! Call us if we can do anything for you at 866.405.3638 today!

PLUS: Whenever you have a moment…here are 3 things to check out that will help you CRUSH IT in 2018!

1. The Free 2018 Real Estate Business Plan

Treating your business like a business is a vital component to succeeding long term in this industry. While some agents put together elaborate business plans, there is something powerful to be said for keeping it simple. Check out our one page Online Real Estate Business Plan – Click Here

2. The Online Sphere of Influence Calculator

Top real estate professionals state 66% of their business comes from their sphere of influence. So how many people do you need in your SOI? Check out our Sphere of Influence Calculator (from your desktop) to find out the answer – Click Here

3. The 12 Month Done-For-You Strategic Marketing Plan

The Real Estate Marketing Planner is a powerful 12-Month-Guide that strategically defines what marketing to do when. Four key market segments are included, Niche Marketing, Listing Inventory, Geographic Farming, and Sphere of Influence – Click Here

Also…check these out 🙂

3 Click Postcards – Just snap, tap, send all from your mobile phone

MLS Mailings – Automated Just Listed, Just Sold Postcards

Market Dominator System – Become a neighborhood brand

polish your realtor presentation skills

The winning formula

You can blink your eye three times in the time it takes a person to judge your trustworthiness and competence just by looking at your face, according to research conducted by Princeton University.

Yet, the real estate industry is confounded that most real estate consumers go with the first agent they meet and that so many homeowners spend only one day choosing a listing agent.

As with all things real estate, time is of the essence during the listing appointment, so let’s take a look at how you can ensure the homeowner’s first impression is a winning one.

It starts with the first phone call

Whether it’s via a phone call or a response to a Free Offer postcard, how you respond to that first contact with a potential seller will pave the way to a successful listing presentation. This is the time to gather as much information as possible about the home and the owner.

Free Offer Series Postcards

Right now, make a list of questions so you’ll be ready for that next listing lead.

The National Association of Realtors even offers up some examples to get you started:

  • Why are you selling your home?
  • How soon do you need to sell?
  • Do you have a ballpark price in mind?
  • Tell me about your home – how long you’ve lived there, what you like best about it and whether you’ve performed any renovations or major repairs.
  • In your opinion, what makes your home different from others in the neighborhood?

When you set the appointment, let the homeowner know that all decision-makers should be present.

Before compiling the CMA, take a tour of every home currently for sale in the seller’s neighborhood and a drive-by of sold comps.

As most listing agents know, potential home sellers are keenly aware of current listings in the area and will many times bring them up during a listing appointment.

Rather than being embarrassed that the homeowner knows the local market better than you do, be the agent who is completely up-to-date on the local market.

Now you have the information necessary to put together the CMA. For the rookies out there, here is a list of quick tips to help you out with that:

  • Generics won’t make you stand out. Every home and every seller is different. Customize your presentation to this home and this
  • Even if you use a digital presentation, ensure that everything in your hard copy is professionally printed. Your competition won’t bother using the color printer, which is why you must. From your branding to the graphics and photos, color grabs attention and gives the impression that marketing is your forte.

Powerful first impressions

Remember how quickly we form first impressions? One of the best ways to ruin your chances is by being late for the listing appointment. No excuse on earth will work just show up on time.

Before you leave your car, turn off your phone, take a deep breath and relax. Remind yourself to smile and make eye contact as the homeowner opens the door. Hey, you got this!

Steer the participants to a place where it will be easier to maintain eye contact with everyone who is present. A round dining table is ideal.

Then, break the ice. “Driving over here, I was thinking about how excited I am about this meeting,”lets them know that you’re confident and have exciting things to share, suggests author and sales leadership consultant, Lisa Earle McLeod.

Another suggested ice-breaker is to ask a question. Engaging the homeowners immediately will help you make a quick connection.

while every listing agent is different in how they conduct a listing presentation, most that we’ve spoken with share the following:

Homeowners want to know that you’re truly listening to them. Making eye contact conveys that and taking notes as they speak shows you are serious about remembering what they’re saying.

Assume the close

While some agents we’ve spoken with wait until the end of the presentation to assume the close, others do so throughout the presentation.

Here’s a brilliant example we read about at ActiveRain. Draw up two lists of services – one the basics, and one with the extra services you offer your listing clients.

Then, when explaining your services during the presentation, start with the basics – the stuff that is standard in your area. Then, whip out the second list and, as you tick them off, stop occasionally to ask if this is a service they want you to provide.

For instance, “Will you want aerial photography as well as the 3-D home tour?” Or “Do you want me to hold open houses?”

Although we don’t expect these tips to be everything required to beat the listing presentation willies, they offer ideas on how to prepare. And, knowing you’re prepared is calming.

And, when you’re calm, you’re confident and unbeatable!

Order at least 100 5 Facts That Drive a Successful Home Sale from our Free Reports and use them as part of your presentation portfolio, and as handouts for your farm and open houses.

The ProspectsPLUS! Team are your biggest fans! We are here to help you succeed in 2018. Please reach out to us if there is any way we can help you at  866.405.3638.

productivity

“The task ahead of you is never greater than the strength within you.”

-Ralph Waldo Emerson

 

The ProspectsPLUS! Team members are your biggest fans! We are here to help you succeed in 2018. Please reach out to us if there is any way we can help you 866.405.3638.