by Julie Escobar
I know, I know – it’s all about EMAIL right? Or social media. Or networking. Actually – it’s about all of the above — AND that still powerful tools – direct mail.
Did you know that according to a national survey, direct mail postcards are read by over 75% of recipients and they’re kept for weeks as opposed to the life of an email message which lasts a second on average? With that in mind – it just makes GOOD SENSE to layer your marketing.
But not just ANY old direct mail. Think Direct Response mail. Done consistently. To a targeted audience. With track-able results. For top of mind branding. Sound like a plan is formulating?
Strategy one: Direct response. Is your postcard asking your prospects a question? Are you raising their awareness? Are you giving them a reason and means to contact you? Are you just staying in touch or do you need them to take action? I love the pretty pictures – I do! I also love when a postcard speaks to the heart of what your targeted audience is thinking and feeling you create a connection that makes people want to reach back out to you.
Don’t miss that. Even holiday postcards can effectively raise awareness and include a message to not only have a great holiday but to call you should they need you. A Just Listed card too – is not just a just listed card. It’s an invitation to see a new listing, to get a list of other homes like it, answer questions or evaluate another potential seller’s ability to sell their home.
Strategy two: Consistency. Again and again and again. That’s how often you need to “show up” in their mailbox, on their radar and in the lives of your prospects and customer base. Our market is too competitive and life is too short for one-shot wonders. Plus – it’s just too expensive to waste time, effort and of course, marketing dollars on a one-hit mailing. They don’t work. Never have, never will. And in today’s world – people want to see that you’ve got that stick-to-it-tive-ness before they want to work with you. If you give up easily on your marketing – what message does that send to your customer base? Success comes to those who show up not once but over and over again. With the right message, the right attitude and the right promise of service. Show them you’ve got what it takes.
Strategy three: Take care of your list. Your mailing list is not just “a list.” It’s not just a spreadsheet of names and addresses. It represents the lifeblood of your business. It hosts the people that, if cared for, if catered to, if serviced right, if stayed in touch with, if impacted – will take care of you for the entirety of your career. In fact, studies show that one in twelve will result in a transaction per year of you consistently and effectively stay in touch. That said- how many do you want on your list and how committed are you to taking care of them like the VIPs that they are?
Find a database you’re comfortable with and don’t stop with names, addresses and phone numbers. Fill in the gaps. Who is their spouse? What are their kids’ names? What do they do? What do they like? When did they purchase/sell with you last? What referrals have they sent? What common interests do you have? It’s not easy at first – but once you’ve formed the good habit of contacting your list at least three times a year (not all at once, of course!) you’ll start to be able to feed the details into your database.
Don’t lose those lists you get when you purchase a just listed postcard either! Every time you send a postcard out with us and choose to do a radial or neighborhood search, that list is yours to keep so that you can continue to build your book of business. Add them to your list and start building a relationship with them as well. For more ideas of who should be in your sphere of influence – download our free BusinessBASE – and check out the 150 Questions to Help You Build Your Business Relationships. It’s a great ‘refresher’ course for remembering all the people you SHOULD be building relationships with!
So as you’re heading into this time of year where you’ll be tweaking (and tweeting about) your business and marketing plans that will have you crushing it throughout the coming year, add direct mail to your repertoire and start reaching and converting those prospects into customers today!
Oh – and if you need a few EXTRA ideas about how to capture the attention of the potential clients in YOUR market – hit up our free reports section of our site and download all the great consumer reports we’ve got for you to download – no cost – no obligation! Find them all here: Free Reports
And if you’re looking to see what’s new – what’s cooking and what other agents are using to drive traffic to their sites, their social media and – oh yeah – their phones – bookmark our Specials page to see this month’s offer and be sure to use the promo codes posted there for an extra savings benefit!
Need help? Call our marketing department at 866.405.3638 today! They can help you decide what pieces are right for you, building a good farm list, scheduling a campaign and more! Have a great one!