6 creative Real Estate Direct Mail Campaign Ideas to Win New Clients Without Breaking the Bank
“Direct mail is still a great way to reach your audience, grab their attention, and connect with them on a personal level”
– Neil Patel
This is true because stats show that it produces an ROI of 29% and a 5.3% response rate. Better than email, paid search, and social media? Yes.
Let’s look at some reasons why direct mail marketing works so well:
Four in ten Americans enjoy checking their mailboxes. A personalized direct mail, accompanied by a reward incentive can yield up to 35% response rate. Direct mail has a big impact because it offers a tangible experience for the customer.
Direct mail can help you grow an email list. As a new agent out for new clients, you probably do not have a long email list. Direct mail helps you target customers in specific areas.
Direct mail marketing material that is kept by a prospect has a higher chance of generating a purchase. Basically, the point of sending out mail is to build awareness about a product or service. Many people wouldn’t trust you with their money the first time they see or hear about you. Therefore, your goal is to make your design and message so attractive that your prospect feels bad about throwing your mail in the trash.
Direct mail is one of the best ways to nurture existing leads and customers. You probably do not know that the probability of selling to an existing customer is 60-70% vs the probability of selling to a new customer, which is 5-20%. This means that existing leads and clients are valuable to your business. You can use direct mail to keep your brand top-of-mind with customers and make existing leads eager to connect with you. USPS reports that the average response rate for direct mail pieces sent to former customers of a given brand is 18.4%.
Real estate direct mail campaign ideas
How can real estate agents and brokerages use direct mail to capture more leads?
1. Use direct mail with digital ads.
Again coming back to retargeting. You can boost conversions on your digital marketing ads by complementing with a direct mail strategy. According to Nonprofit PRO, direct mail with digital ads yield a 28% higher conversion rate. For example, when a prospect who visited your site or landing page gets one of your postcards in the box, they would be more inclined to keep it.
2. Create full-page listing flyers.
Have a beautiful listing that prospects would like? Create a colorful flyer featuring attractive images of your listing. Full page flyers allow for more imagery and a better sense of space. Plus a well-designed large sized print is prone to get people’s attention.
3. Show off just sold listings.
These kind of listings are a form of social proof. When you display your just sold listings in the area, someone looking to list is convinced you have market experience and they’d be more inclined to list with you.
4. Reach out to previous clients on important dates.
Former clients represent referral opportunities. Ensure to keep your brand top of mind with them. Nielsen’s American Express 2017 Customer Barometer says that a customer will tell 11 people about a good experience. Reaching out to previous clients on important dates like birthdays, anniversaries and holidays is sure to make a good impression in a non-salesy way.
You can set your CRM to remind you of these dates. Then send them a personalized card. Most of your past clients will cherish this.
After a sale or purchase, you should also consider sending out a personalized letter with a customized “thank you for your business postcard”. Handwritten letters of gratitude make a great impression. Plus, they are unique.
5. Display your market expertise by sending out market reports.
Potential clients want a realtor who can supply them with relevant information. An easy way to catch their eye would be creating and sending out market reports. You can give information about homes selling in the market, median prices and average days on the market. You can also outline tips that can get their home sold fast or for more money.
6. Create Formal open house invitations.
You can increase attendance at your open houses by creating formal real estate mailers to send out to your leads in the area. The invitation should feel personal, containing the name and address of your prospect. Invitations are a distinct way of making people feel important. You can also send out invitations to a community event or seminar you’re hosting. Don’t forget to make your invitation personal.
Real estate direct mail marketing tips
Keep your message short and simple. You don’t want to bore readers or your mail ends up in the thrash fast. Hence, use more colorful pictures instead of crowding the space with text. Succinct and direct copy works best because it doesn’t bombard your prospect with much information. If you’ll be sending out reports, use more of charts and stats to display your market authority.
And don’t forget to make your call to action clear and unmistakable. If there’s no call to action, your direct mail is just another piece of attractive print. What would you like prospects to do? Call? Visit your site? Scan a QR code? Make the information easy to notice and understand.
Note, direct mail doesn’t produce overnight results. According to oncarrot,
“All marketing endeavors, including direct mail, are a long-term play. You won’t send your first postcards and, overnight, spike your sales. But you will steadily increase your brand awareness and lead generation.”
Keep in mind that it takes about five follow-ups after an initial contact to close a prospect. 90% of people give up after the 3rd contact. A study done by the Sales and Marketing Executives International (SMEI) found that after the fifth contact, response rate on direct mail campaigns increased to 81%. This shows why it is essential to have a follow-up system that spaces your mails efficiently.
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