By Julie Escobar
As agents are assessing what has worked and what hasn’t this year and planning ahead for next – one thing for certain, Every Door Direct Mail has made quite the rounds as a terrific tool for the money for budget-conscious agents and seems to be the way to go to jump start a big shift in market share.
As a big fan of common sense marketing – you can’t beat the price or the deliverability. Two factors that usually are quick to stop agents in their tracks from consistently and effectively marketing themselves and their listings. Add in the fact that agents don’t even have to have a LIST – and you’ve got a trifecta of marketing savvy! Every Door Direct Mail or EDDM is just smart for today’s budget-conscious agents. You take a postage rate of just 16 cents and you can get in literally EVERY door in a geographic area with your message, your brand and a great call to action – do that consistently over the course of six months – you’ve got yourself name recognition, top of mind awareness – and as the gurus will tell you – listing leads pouring in. (Which again, makes sense – choose an area where there is good turnover or one right on the verge of some change and you’ve got a recipe for a listing inventory windfall!)
If you’re not familiar yet with EDDM- it’s a relatively new service produced by the post office that allows you to choose a carrier route (fairly simple to map out with a handy tool), and deliver your marketing piece to every single mailbox on that route for as low as 16 cents postage per piece. There are some size restrictions (though you can send a larger piece for the same price) and you do have to choose the entirety of the route. (So say a route has 600 homes – you don’t have the flexibility of sending to just 400 of them for example.) But for agents eager to break into a new area and establish themselves as a neighborhood specialist – this really is as good as it gets price factor wise.
I love that there is so much buzz about this product. Just a word of warning when you’re getting caught up in the hype. You don’t need a fancy, tricked-out, six-week, 32-CD course to use this product. It’s pretty simple and it works.
Will you have questions? Absolutely. It’s new and it’s got some twists and tricks that can make it easier or harder depending on your knowledge of it. But that’s what we do. Walk people through the twists and tricks.
We also gathered some GREAT insights from agents who are rocking this program and we featured them in an article 3 Do’s and Don’ts of Every Door Direct Mail. If this is something you’d like to explore – check that out and see what’s working for agents just like you.
Honestly? If you’re ready to break out and create a real presence in your market area with higher exposure for less marketing dollars, this really is a great tool to do the job. And you don’t have to have a guru to do it. Just call our team at 866-405-3638 and they’ll be happy to walk you through it, find your carrier routes, choose a template that works for you and get you off and running in no time. You can also walk through a ‘tour’ of what it is, what it isn’t, how it works, how it doesn’t right online. You can even call us at 866.405.3638 and have one of our team members on the line when you do so if you have questions you can say, “Hey – how do I…?” and they’re happy to help you find the answers you need. We’re kind of fun like that (in a non-guru kind of way!)
Have fun with it. Get creative. Be sure to have some great direct response offers on your marketing piece so people will be compelled to raise their hands and contact you. And we have some REALLY COOL pieces in the works that are going to knock your socks off for this platform!
Like any other marketing tool out there though – be consistent! If you’re going to send just one mailing – don’t expect the phone to ring off the hook. A smarter choice is to pick a smaller carrier route and send every month or every other month for the next six months to a year – THAT’S a brand builder. Go for it! Check it out today or call us at 866-405-3638 and good luck!