Friday, February 23, 2018

The 3 keys to victory

If you read Tuesday’s blog post, “Why Direct Mail is Still King”, you know why placing your attention on becoming a Direct Mail Marketing Champion makes sense.

If you haven’t had a chance to read it yet, here’s a quote that stands out. “$76 billion dollars was spent on direct mail marketing in 2017.”

Okay, now that I have your attention, the three keys to your personal victory with direct mail marketing, are below.

Key one:  Direct response 

Direct response marketing is meant to elicit a measured response from a consumer. This response is based on a call to action or something that compels the consumer to respond.

When working with direct mail marketing, are you asking your prospects a question that provokes a response? A great example of this is demonstrated in our Expired Postcard Series. 

If not, are you minimally, educating the consumer and raising awareness that shows your expertise? Like we have done in the Market Quote Postcard Series.

And, finally, are you giving prospects a reason to contact you? Are you including a call to action that they will want to respond to such as the calls-to-action in our Free Offer Postcards Series.

Everyone loves pretty photos, although watch out for choosing beautiful images and sayings over compelling content.

A postcard offers limited, valuable real estate on the front and back. Make the most of the space with the right images and copy to make your point and gain your audience’s attention.

Years of expertise in real estate marketing and marketing psychology go into the Postcard Series, Newsletters, and Reports that we offer through ProspectsPLUS!. Our end goal is always to create products that will get you the best possible results.

Keep this in mind when you are working with your own design. Be sure you are making the most of the space provided. Are you utilizing copy and images that will evoke a response and get your audience leaning forward?

Speak to the heart of what your targeted audience is thinking and feeling. Do this and you create a connection that makes people want to reach out to you.

A Just Listed card isn’t just an announcement. It’s an invitation to the consumer to see a new listing and get a list of other homes like it. And, it is also a way for you to show the neighborhood their expert agent resource. 

This is a trial run to demonstrate to your prospects what you are capable of as their agent. And will also help them evaluate your abilities against another agent’s.

Key two:  Consistency 

Send something – then do it again and again. This is how often you need to “show up” in your prospect’s mailbox and in the lives.

This can not be stressed enough.

Repetition of your marketing signals to consumers that the brand or service is quality. This is referred to as signaling theory.

University of Wyoming’s Anthony McGann and Raymond Marquardt researched the effects of repeat advertising. And found that businesses that advertised with high rates of repetition tend to be rated as high quality in Consumer Reports.

A later study, published in the Journal of Consumer Research, confirmed that consumers think products and services advertised with repetition are good choices.

Bottom line – Don’t waste time, effort and of course, marketing dollars on a one-hit mailing.

It doesn’t work.

In addition, if you are not consistently seen in your targeted market – what message are you sending to your prospects about your commitment as a marketer?

Success comes to those who show up over and over again. With the right message, the right attitude and the right promise of service.

Key three:  The prized list 

Your mailing list is not just a compiled list of names and addresses. It represents the lifeblood of your business. It includes people that, if cared for and kept in touch with –  will take care of you for your entire career.

In fact, studies show that one out of twelve on this list will result in a transaction each year.

This means a list of 200 will provide you 17 transactions per year. That is if you give them the attention they deserve, by consistently and effectively staying in touch.

To keep your list information organized, find a database program. But don’t stop with inputting just names, addresses, and phone numbers.

Get personal – aren’t you impressed when someone remembers your name?

How much more impressed are you when they ask about your children, spouse, and hobbies – by name?

This is why your database should include spouse and children’s names. Also, don’t forget special interests, likes, dislikes, and personality styles. Begin the habit of contacting your list at least three times a year.

Over time you’ll be able to feed more personal details into your database.

Don’t forget about the mailing lists you get when you purchase a Just Listed Postcard either!

Every time you send a postcard out and do a radial or neighborhood search, for the perfect mailing list – that list is yours to keep. Use it to continue to build that prized book of business.

Add these individuals to your database and start building a relationship with them.

For more ideas on how to create a powerful database, download our Free BusinessBASE book.  It’s an informative and FREE resource that explains exactly how to grow your book of business effectively.

It contains information that applies for both the short-term and for career longevity!

Start your career as a Direct Mail Marketing Champion now. Send the Free Market Analysis Offer postcard from our Free Offer Series to at least 100 new prospects in an area where you want more listings.

Need assistance taking your direct mail marketing champion status to the next level?  Call our support team 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

Treat your business like a business it is vital to long-term success in this industry. Some agents may put together elaborate business plans, yet there’s something powerful about 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

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

Treat your business like a business it is vital to long-term success in this industry. Some agents may put together elaborate business plans, yet there’s something powerful about 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