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Wednesday, May 22, 2024

direct response

    Social media. Pay-per-click. Email.

    Digital marketing is hot with real estate agents. This provides an amazing opportunity for the agent who decides to take a different approach and become a BIG FISH in a small pond.

    How do you do this? with direct mail.

    Oh, I know what you’re thinking. “She works for a direct mail marketing company, of course, she will say this.”

    Statistics, however, don’t lie. Direct mail marketing is not only strategic, but it can also be laser-focused to a particular audience and it works.

    Why fish for listing leads in the huge ocean that is digital? Think about it; doesn’t it make more sense to cast your net in a smaller pond filled with people who you are certain ACTUALLY OWN HOMES?

    Some things to consider

    In a recent survey of real estate agents, 82% said their marketing goal this year is to “improve their social media presence,” according to Becky Brooks at theclose.com.

    A worthy goal, but not very focused. Think about this: while they are chasing after Facebook leads, you’ll have little competition vying for attention in homeowners’ mailboxes.

    With targeted direct mail you will not only reach homeowners. If you narrow your mailing list to only homeowners who have lived in their homes a certain number of years, or who live in starter homes or any other preferred criteria, you will have a far greater chance of taking listings than by randomly posting on social media.

    For instance, by targeting homeowners who have been in their home for seven or more years, you’re creating a great list of potential fence-sitters to go after.

    Fence Sitter postcard campaign shown above. To learn more, click HERE

    Another thing to consider is the pandemic. In a recent USPS study, slightly more than 40% of Americans said that since the pandemic began, their excitement about receiving mail increased.

    Nearly half of respondents said that a direct mail piece prompted them to go online to get more information about the sender.

    The volume of direct mail plummeted from “… 213 billion pieces …” in 2016 to 120 billion last year. Interestingly, despite the drop in volume, the response rate skyrocketed nearly 200%.

    You’ll have far less competition for eyes on your mail pieces and a better response rate than ever before.

    Who makes up your potential seller audience?

    Now that we’ve got you looking for listings in all the right places, what will you be sending? Keep in mind your audience – older generations, such as Baby Boomers and Gen X make up 75% of the real estate market combined.

    When considering your direct mail marketing piece, don’t take valuable time out of your day to create marketing from scratch.

    ProspectsPLUS! offers hundreds of marketing templates targeted specifically to your niche audience and designed by direct response experts.

    Next, determine your recipient’s needs (boomers may want to downsize or move near their grown children) and offer a solution that is compelling (don’t worry ProspectsPLUS! has this covered for you as well). Check out the Empty Nest Series located under Farm campaigns.

    Decide on the compelling offer to get those homeowners reaching out

    A market update is always a good way to break the ice. Yes, it may be time-consuming, but it doesn’t have to be.

    Direct Response Report, Advice For Cash-Strapped Landlords.

    A simple chart of recently listeds, under contracts, and solds, along with bedrooms, baths, square footage, and prices, is something that hits my mailbox once a quarter. Do I read it?

    You bet I do!

    Then, there are the absentee owners to consider. Many have been hit hard by the rent moratorium and want out from under their investments. Take a look at what we offer to market to these possible listers.

    If you have a freebie they can download or you can deliver, all the better. Offer them the Direct Response Report, Advice For Cash-Strapped Landlords.

    Consistency is key in any lead generation campaign, so send just-listed and just-sold postcards when appropriate. Keep reminding them just how much their neighbors are getting for their homes in this on-fire sellers’ market.

    FOMO (fear of missing out) is real.

    Another way to keep those listings flowing? A YEAR ROUND Holiday Postcard Campaign. Staying top of mind with Your Sphere & Farm is easy with a Monthly Holiday Campaign.

    And, Holiday Campaigns are ON SALE 10% OFF the first month – 3 More Days!

    Holiday Postcard Campaign (shown above). Learn more, HERE

    TO LAUNCH A HOLIDAY CAMPAIGN:

    Hit the “CLICK HERE” link, below, to schedule your campaign (from a desktop or laptop computer).

    USE PROMO CODE: HOLIDAY10 to get 10% Off at check out.

    And, remember, YOU DON’T PAY for each mailing until it actually goes out (cancel or change up until the night before the mailing goes out). This sale expires 10/2/21.

    Launch a Holiday Campaign Now, CLICK HERE!

    Please reach out to our support team at 866.405.3638 with questions or if there is anything we can do to help you with your success.

    PLUS: When you have time…below are some helpful tools to support your success.

    1. 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

    2. 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

    3. The Automated Way to 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.

    4. The Free Real Estate Mailing List Guide

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    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

    5. The Become a Listing Legend Free eBook 

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    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

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    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” 

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    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

    direct mail is king

    Annual spending on newspaper circulars, coupons, direct mail, and catalogs hit $76 billion in 2017!

    Need I say more?

    By the way, this was up 85% from 2012, according to a Wallstreet Journal article recently written by Sarah Nassauer.

    “Paper ads that arrive in homes spur more buying than emails or texts”, said Jackson Jeyanayagam, chief marketing officer of Boxed.com.

    “Email is starting to become a sandbox because you get so much”. Boxed spent 80% more on print advertising in 2017 than 2016.

    Emily Frankel, senior director of digital marketing at Jet.com, a Walmart owned company, states, “Jet sent 35 million paper coupons and direct mailers last year”.

    She continued, that the mailers have been effective in reaching new, more urban and affluent customers.

    So, why is direct mail so effective?

    A study commissioned by the Interactive Advertising Bureau discovered that direct mail marketing—leaves a ‘deeper more emotional footprint’ on the brain than digital.

    That difference can be pinpointed on MRI brain scans.

    It produces brain responses that get stored in your memory. The printed piece itself becomes part of the subliminal messaging.

    The following are more reasons for direct mail’s success.

    It’s targeted

    Most advertising is expensive and casts a wide, but not specific net.

    With direct mail, you can match your marketing pieces specifically to your market or niche dramatically increasing your response rates.

    You can target your mailing lists for those you most want to market by taking advantage of our Lifestyle Interest search.

    It’s personal

    Direct mail is your canvas.  You can address your customer by name, share specific offers and communicate information that’s specific to your area.

    And begin to create a top-of-mind awareness and trust.

    By offering calls to action such as Free Reports, lists of homes, a Free Home Market Analysis and more – you create an opportunity for engagement with your audience. 

    It’s flexible  

    From postcards to newsletters to brochures, your direct mail options are extensive. 

    Add direct response offers and timely information and you again increase your response rates. 

    Some agents choose from a specific niche postcard series such as our Expired Series to send each month to develop brand a recognition. expired listing marketing postcards

    Others mix and match their marketing messages – preferring to keep consumers alert and eager to see what they’ll send next.

    It’s tangible

    The truth is, as human beings we are tactile people.

    So, engaging different senses is just smart business.   If I get a message from a professional via email or digital ad, it registers in the moment – but not necessarily long term. 

    When I get a message that’s directed to me and offers something of importance to me and my family – that’s compelling.

    Specifically, when I can feel it, touch it, put it on the refrigerator or tack it to my bulletin board, etc. – that message has a much longer shelf life.

     And a better chance of getting a response – not just once but again and again. 

    It’s measurable 

    Use a unique URL or make a specific offer on a direct response piece and keep tabs on how many people click or call on that offer. Similiar to our Free Offer Series postcards. free offer postcard series

    Then adjust future mailings based on that response rate.  It’s always advised to make a direct response offer on every piece of direct mail.

    As opposed to just a generic, ‘here I am’ mailing. 

    Give people valuable reasons to reach out to you and they will!

    It’s easy and cost-effective

    Direct mail doesn’t have to mean big bucks.

    With Every Door Direct Mail costs are low and market saturation is high.

    Hopefully, this has given you insight into why direct mail is part of so many highly successful agents ongoing marketing plan.

    Start taking advantage of this powerful form of marketing now.

    Get started taking advantage of the power of direct mail. Send the Free Home Market Analysis Offer postcard from the Call to Action Series to your Geographic Farm this month.

    Call our marketing team at 866.405.3638 for assistance. We are here for you! 

    PLUS: Whenever you have a moment…here are 3 things to check out that will help you CRUSH IT in 2018!

    1. The Free 2018 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

    2. The Online Sphere of Influence Calculator

    Top real estate professionals state 66% of their business comes from their sphere of influence. So how many people do you need in your SOI? Check out our Sphere of Influence Calculator (from your desktop) to find out the answer – 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

    Also…check these out 🙂

    3 Click Postcards – Just snap, tap, send all from your mobile phone

    MLS Mailings – Automated Just Listed, Just Sold Postcards

    Market Dominator System – Become a neighborhood brand

    © 2024 ProspectsPLUS! | Real Estate Marketing Blog