Sunday, June 16, 2024

best practices

    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

    Homes & Life Magazine is a customizable magazine, with rich, full-color content, and a sharp, professional esthetic. It includes compelling, direct response-driven articles written by real estate industry experts, combined with 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 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 Markets, geographic farming, sphere of influence, and past clients. – Click Here

    3. The BusinessBase, SOI building system

    The most effective thing you can do to build a real estate business is to become more visible, more likable, and remembered more often. The BusinessBASE™ not only checks all of these boxes, but it is a business building machine. In two easy steps, you can begin to build a robust sphere of influence that will provide you a lifetime of repeat business and referrals. – Click Here

    4. The Free Interactive Real Estate Business Plan

    The Free Interactive Real Estate Business Plan allows you to enter your business goals for this year and get a breakdown of how many prospects, listings, closing, and so on are needed to reach your goals.  – Click Here

    5. The Become a Listing Legend Free eBook 

    This image has an empty alt attribute; its file name is Become-A-Listing-Legend-3D-Book-White-274x300.jpg

    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 Take a Listing Today Podcast

    Watch the ProspectsPLUS!, Take a Listing Today Podcast for actionable content to help you get more listings. – Click Here


      Borders and shadows are an easy addition to your direct mail marketing pieces that make your home images stand out and draw attention to your agent photo or logo.

      On ProspectsPLUS!, you now have the ability to add borders and shadows to all of our product templates including postcards, magazines, flyers, brochures, and so on.

      The following are a few simple steps to follow to add a colored border or shadow to various templates on ProspectsPLUS.com.

      HOW TO ADD AN IMAGE BORDER: STEP ONE

      Choose a postcard or other marketing piece on ProspectsPLUS.com. Once you have clicked on the front (and back of your piece), hit the yellow button, “Click Here to Edit Your Template” to begin to edit your piece.

      STEP TWO:

      Choose an image in your template that you want to add a border to and click on it with your right mouse button. A drop-down menu will appear. Click on “Add Border”.

      STEP THREE:

      Arrow your cursor to the right to select the thickness of your border by clicking on it. A checkmark will appear next to your selection.

      STEP FOUR

      Arrow your cursor up to the word “Color” and click. A choice of colors will appear. Arrow up with your cursor to select a color and click on the selected color to choose it. You will notice the border on your photo change to that color. That’s it!


      HOW TO ADD AN IMAGE SHADOW: STEP ONE

      Choose a postcard or other marketing piece on ProspectsPLUS.com. Once you have clicked on the front (and back of your piece), hit the yellow button, “Click Here to Edit Your Template” to edit your piece.

      Then, choose an image in your template that you want to add a border to and click on it with your right mouse button. A drop-down menu will appear. Click on “Add Shadow”, then arrow right to choose your shadow thickness. Click on your choice and a checkmark will appear next to that choice.

      STEP TWO:

      Arrow your cursor up to the word “Color” and click. A choice of colors will appear. Arrow up with your cursor to select a color and click on the selected color to choose it. You will notice the shadow on your photo change to that color. That’s it!


      To get your creative juices flowing, the following are samples of products on ProspectsPLUS.com that have been enhanced with borders and shadows.

      The Team Homes & Life Magazine Cover with a photo border. See more, Click Here.

      The Team Homes & Life Magazine feature property page with shadows added. See more, Click Here.

      The Color Series Just Sold postcard with a border added. See more, Click Here.

      The Seasonal Postcard back with a border added. See more, Click Here.


      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 esthetic. It includes compelling, direct response-driven articles written by real estate industry experts, combined with 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 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 Markets, geographic farming, sphere of influence, and past clients. – Click Here

      3. The BusinessBase, SOI building system

      The most effective thing you can do to build a real estate business is to become more visible, more likable, and remembered more often. The BusinessBASE™ not only checks all of these boxes, but it is a business building machine. In two easy steps, you can begin to build a robust sphere of influence that will provide you a lifetime of repeat business and referrals. – Click Here

      4. The Free Interactive Real Estate Business Plan

      The Free Interactive Real Estate Business Plan allows you to enter your business goals for this year and get a breakdown of how many prospects, listings, closing, and so on are needed to reach your goals.  – Click Here

      5. The Become a Listing Legend Free eBook 

      This image has an empty alt attribute; its file name is Become-A-Listing-Legend-3D-Book-White-274x300.jpg

      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 Take a Listing Today Podcast

      Watch the ProspectsPLUS!, Take a Listing Today Podcast for actionable content to help you get more listings. – Click Here