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.
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.
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 🙂