Stand out in a Sea of Agents
Multi-channel marketing is a vital strategy for real estate agent lead generation. With a comprehensive approach, you’ll increase the odds of being found in an overcrowded sea of other agents.
Naturally, not all multi-channel marketing programs include the same elements. Agents typically choose a combination of social media, blogging, door knocking, cold calling, email, and direct mail, among others.
The nay-sayers are misinformed
If you’re like me and keep up with real estate marketing trends, you’ll notice periodic comments that “direct mail can be hit or miss.”
This often comes from sources selling real estate websites, landing pages, and digital marketing solutions. Naturally, they have a reason to steer people to website and digital options for lead generation.
You might wonder how we’re so certain about our belief in direct mail marketing as the end-all, be-all.
First, we have witnessed the success of direct mail campaigns throughout our 19 years in the real estate marketing industry. In addition, we have statistics to back up our statements.
Direct mail stats say it all
Statistics such as the recent study from the United States Postal Service that finds direct mail marketing boasts a 5.1 percent response rate. Now, compare that to some popular digital marketing methods:
- Email, 0.6%
- Paid search, 0.8%
- Social media, .04%
- Online display ads, 0.2%
The reality is that direct mail advertising delivers a “700% greater response than all digital response rates combined,” according to the Data and Marketing Association (DMA).
In 2019 consumers will be demanding more personalized marketing. You’ll be glad to know that there’s research out there that drills down into exactly who your best direct mail recipient is: baby boomers and millennials.
More than 80 percent of the former consider direct mail a trusted source, according to AmericanExpress.com. In addition, 90 percent of millennials claim that direct mail advertising is a “reliable resource.”
Any research that helps you target your preferred audience for any given campaign is important. And, since millennials and baby boomers make up the bulk of real estate consumers, keep these statistics in mind when preparing your 2019 marketing plan.
Your 2019 ROI with direct mail
Different marketing strategies offer varying levels of a return on your investment. Cold calling, for instance, “costs at least 60% more per lead than other methods,” according to a Hubspot report.
Direct mail in 2019 is about to get a bit more expensive for agents who send letters. Stamps.com reports that the USPS is set to hike some postage rates on January 27, 2019. Although it will only be a few cents (the hike varies according to how you’re mailing), it’s important to factor this into your 2019 marketing budget.
The good news is that there will be no rate hike for sending real estate postcards, so no hit to your ROI from postcard marketing.
As it stands, direct mail marketing offers the third-highest ROI of all formats, according to the DMA (only email and social media marketing best it.)
Consider pairing direct mail with an email campaign for an even better return. “Direct mail and email are like the peanut butter cup of marketing: two great tastes that taste great—or even better—together,” according to Allan Greer of ABABankMarketing.com.
“When used in combination, direct mail and email can yield response rates of up to 35% compared with standalone campaigns using either channel,” he concludes.
Look for increased targeting opportunities in 2019
If you’ve been farming for some time you know just how the entire direct mail landscape has changed over the years. No longer are you forced to blanket a community or ZIP code, sending mailers to every home.
The data at our fingertips right now enables agents to build marketing campaigns based not only on demographics but on life events (divorce, death, new job) and even behavior.
Consider using some of this data in 2019 to better target your ideal client and improve your ROI.
Start 2019 right, send the Retiring Soon postcard from the Life Events Series to a list of baby boomers in your area.
Need help targeting the perfect niche of buyers or sellers? Use our mailing list tool to create the ideal list (it’s easy) or call our support team for assistance at 866.405.3638!
PLUS: When you have time…here are 4 free ways we can help you CRUSH IT in 2019!
1. Become a Listing Legend Free eBook.
Ready to take a vertical leap in your real estate career? If you’re looking for inspiration…and the tools and methods to dominate a market and go to the top in real estate…you’ll find them in this free book. – Click Here
2. The Free 2019 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
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
4. The Free Online ROI Calculator.
Consistency and automation are the keys to success. Discover how effective direct mail marketing can dramatically increase your bottom line. Enter your statistics in our Free online ROI Calculator and click the ‘CALCULATE MY ROI’ button to see your results instantly! – Click Here
Also…check out these cool tools
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