In Today’s Climate, Which Marketing Weapon is Better: Email vs. Direct Mail?
Lisa Gray
The long and short of it?…
Direct mail marketing is still vastly more effective than email marketing for your real estate business. Sure, it isn’t free, which explains why we receive many emails daily.
Who doesn’t like free stuff?
The problem is the email burnout factor, as well as the fact that marketing emails are impersonal and annoying to many.
If one marketing method brings more clients and, therefore, more income, it should warrant a marketer’s attention, don’t you think? The increase in GCI you’ll realize by using direct mail may just pay for the campaign.
If you think I’m biased, read on for the latest statistics.
What do marketers in other industries say?
If email marketing is the be-all and end-all, ask yourself why companies such as Google, Amazon, LinkedIn, Adobe, and more rely heavily on direct mail marketing.
To “… acquire new customers and keep current ones loyal,” according to Paul Bobnak at Whosmailingwhat.com.
Now, there’s something all agents aspire to.
What about consumers?
A surprising headline from The California Business Journal Newswire: “People Give 65% Of Postcards In Their Mail Full Attention Vs. 35% Of Emails.”
Want more?
Direct mail advertising pieces are more often read than emails by all demographics.USPS
“A record 96% of all mail was engaged with. This is an increase from 2019 which was at 91%.” JICMAIL
75% of business mail stays home for over four weeks and is revisited an average of 5 times. MarketReach
Response rates for direct mail are compelling. In fact, they are five to nine times “… higher than any other advertising channel,” according to The Data & Marketing Association
One of the most important statistics for real estate agents is about your target audience, baby boomers. According to the USPS, half of those surveyed preferred direct mail advertisements.
Who knows what this current market is going to morph into?
Whether a buyer, seller or eventually a balanced market, honing in on your target client via direct mail is a habit; you should start now.
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
Homes & Life Magazine is a customizable magazine with rich, full-color content and a sharp, professional aesthetic. It includes compelling, direct, response-driven articles written by real estate industry experts and engaging lifestyle content. Send out Homes & Life Magazine in Just Minutes – No Minimums Required. Or we’ll ship it to you. Homes & Life Magazine is the ultimate “Coffee Table Lingerer”! …and it costs less than sending a greeting card! – Click Here
2.The Free 6-Month Done-For-You Strategic Marketing Plan
The Real Estate Marketing Planner is a powerful 6-Month Guide that strategically defines what marketing to do and when. Four key market segments include niche Markets, geographic farming, sphere of influence, and past clients. – Click Here
3. The Free Interactive 6-Month Real Estate Business Review
The Free Interactive 6-Month Real Estate Business Review allows you to enter your business goals for the remainder of the year and get a breakdown of how many prospects, listings, closings, and so on are needed to reach your goals. – Click Here
4. The 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
