Before you launch your next direct mail marketing campaign, make sure to add these rules to your list of must-do’s.
Rule #1 Provide a Compelling Call-to-Action
Retailers have an easy time with calls-to-action. Offering a percentage off, free shipping, or buy-one, get-one-free are all popular examples.
What about real estate agents though? What kind of call-to-action can you provide that might compel a recipient of your postcard to contact you for more information?
The following are a few examples that are attention-getting and have the potential to engage homeowners and get them requesting more information.
• Free Downsizing Review and Strategy• Free Home Equity Analysis• Free Vacant Home Sales Strategy• Free Home Price Analysis
The Call to Action Series of postcards is shown above. To learn more about sending a one-time mailing, Click Here. To learn more about sending a recurring campaign, Click Here.
Keep in mind, however; the number of hoops you force your prospects to jump through to take advantage of these offers does impact the response rate, according to Bob McCarthy at DMNews.com. The more they have to do to receive that offer, the lower the response rate.
Rule #2 Utilize Standout Designs
“One strategy we use to get our highest response rates is to make the call-to-action the centerpiece of the direct mail piece,” McCarthy claims.
Whether you choose to include an image representing the free offer or use text to describe it, mention it boldly and repeatedly. Your message (its length and graphic requirements) determines the size and style of the medium.
Plan on keeping it plain and simple? A standard-sized postcard may do the trick, although jumbo, panoramic, and mega-sized postcards stand out in mailboxes, which makes for a genuinely lasting impression.
If it is graphics-heavy and you include substantial copy, using one of the larger postcard sizes (jumbo or panoramic) becomes even more important.
Choose a font that is easy to scan as people sift through their mail. As direct mail experts, we recommend using a sans serif font, such as Arial, rather than Times New Roman or another serif font.
Consider varying the font size throughout the text. For example, you can highlight important items with a larger version of the font you choose.
Additional design tips to keep in mind include ensuring your headline is bold and compelling, yet short and specific. Use lots of white space to make the piece appear to be easily digestible.
Subheadings are important, as they help guide the reader through the text.
Don’t forget to use high-resolution photographs, and avoid placing text over photos. Last note, ensure that your call-to-action stands out and that your contact information is easy to find.
Rule #3 Track Your Results
Tracking your results is vital to long-term marketing success.
In fact, the only way to continue to improve your marketing results, and achieve a higher ROI, is to understand what has worked and hasn’t worked in the past.
Of course, the easiest way to track your marketing is to make it a habit of asking each person who calls how they heard about you.
Another way is to make your free offer unique for easy tracking. When you receive incoming calls you will know immediately what marketing piece inspired their call based on the offer they inquire about.
One more popular method used by agents is to create a dedicated landing page on your website. The URL should be unique to the campaign, so you are able to learn your exact response rate (number of responses divided by the total number of pieces sent).
Marketing experts vary when quoting an “average response rate” for direct mail.
The most recent figure puts it at 9%. How close or far you are from that figure depends on how closely you follow the guidelines outlined above.
PLUS: When you have time…below are some marketing tools to help support your success.
1. Put Your Real Estate Business a Step Above with Your Own Branded Magazine
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2. The Free 12 Month Done-For-You Strategic Marketing Plan
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3. The BusinessBase, SOI building system
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6. The Take a Listing Today Podcast
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