Goals. We all have them, some of us have more than others. Reaching them is the true challenge in any business.
ChicagoAgentMagazine.com recently published the results of a survey of agents asking about their lead generation goals through the end of 2020.
One of the questions asked was how much money they plan to spend on marketing this year. Nearly half of the agent respondents said they will spend between $0 and $150 a month. Sadly, of these agents, 23% will spend between $0 and $75 a month.
Naturally, the cheapest lead generation and marketing methods were the most popular. For instance, 65% of respondents plan on “making better use of social media.”
Then, 62% will be organizing their CRM to become more efficient in their marketing. Third on the list was “spending more time with family and friends.”
Hey, if you spend only $75 a month marketing your business, you’ll have loads of time to spend with family and friends.
Increase that amount just a smidge, however, and you may just need to pencil-in that “time with family and friends.” And, that’s a good thing, at least for your bank account.
Americans, by and large, are staying home a lot more.
Some states are “pulling back on re-openings,” according to Paul Davidson at USAToday.com.
There is a bright spot for real estate agents. Millions of people are spending lots of time at home, and direct mail has become one of the best means of communicating with them.
Choose a neighborhood
Yup, it’s time to start focusing on farming, if you haven’t already. Well, farming with a twist, circle prospecting to be precise.
Circle prospecting is an amazing way to get your name and branding in front of consumers without violating safety protocols.
With this type of prospecting you aren’t obviously fishing for leads, but spreading some news – homes in the neighborhood (or nearby) that have been listed for sale, are under contract, have sold or are being held open.
You’re offering something of value.
The first step in the process is to choose the area in which you’ll prospect. If you currently have a listing, or someone in your brokerage does (let’s hope so!), choose that neighborhood and, perhaps, those adjacent to it. Then, create a targeted mailing list.
There’s more than one way to circle prospect
Some agents are actually comfortable and successful with door-knocking around listings.
More agents, however, are more comfortable with direct mail. And, with social distancing mandates in place, this method of circle prospecting is the most responsible.
The bonus is that, right now, direct mail is the method most likely to meet with success, and for a number of reasons:
1. Many agents have cut their marketing budgets, while some have stopped spending on marketing. With the pool of competition all but drained in this regard, your chances of success increase exponentially.
2. Those agents who are still marketing are gravitating to free marketing, such as promoting themselves to their friends, family and followers on social media. Others are going heavy on email marketing. Again, this lessens the mail arriving at consumers’ homes, heightening the chance that your mailed pieces will get the eyes on them.
3. “Checking the mail” is something most of us can do without exposing ourselves to the virus. It also gives us something to do while we’re stuck at home. For instance, how many catalogs have you leafed through that you would’ve otherwise thrown away?
4. Then, there are the facts about the effectiveness of direct mail:
- 92% of consumers say they prefer direct mail over digital when making shopping decisions
- 70% of them prefer USPS-delivered mail, according to William Boynton at Postalytics.com, citing a report from the National Association of Advertisers (ANA).
- Nearly 15% of millennials surveyed feel that print messages are more trustworthy than those that are digitally delivered, according to a report from the USPS.
What’s next?
Now that you have your list and your strategy (prospecting around listings, solds or open houses), it’s time to round up the resources you’ll need to kick off and maintain your circle prospecting campaigns.
Naturally, we recommend checking out the brilliant array of targeted postcards offered here. From Get More Listings postcards to the Mega-sized, Market Dominator (with 100% impression rate) you’ll find what you need to get your campaign going and keep it going.
Send the More Inventory postcard from the Get More Listings Series to an area where you want more listings.
Need help targeting a specific niche of buyers or sellers? Use our Demographic Search 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 some helpful resources we’ve made available to support your success.
1. Become a Neighborhood Brand
Become branded in a specific neighborhood with a 12X15 marketing piece sent automatically each month to an exclusive carrier route. Watch this video to learn more or Click Here.
2. The Free Real Estate Mailing List Guide
The Real Estate Mailing List Guide outlines the top tools for generating targeted prospecting lists including Baby Boomers, Empty Nesters, Investors, Lifestyle Interests, High-Income Renters, Move-Up Markets, and more. The Guide also defines done-for-you marketing campaigns to match these markets. –Click Here
3. The Free 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, Get More Listings, Geographic Farming, and Sphere of Influence. –Click Here
4. The Free One-Page 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
5. 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
6. 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
7. The Free Real Estate Marketing Guide “CRUSH IT”
The “Crush It” Guide includes easy steps to launching an effective direct mail marketing campaign, how to create a targeted prospect list, the perfect way to layout marketing materials for success, seven opportunities available to target in your area right now. –Click Here