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There is some confusion floating around the real estate industry about the definition of value as it relates to direct mail pieces. Should you send recipe cards? Should you partner with local companies to provide retail discounts? Should you stick with sending out market statistics and only marketing statistics? Here are some bulleted thoughts about the subject.
If you only plan on sending out one set of cards just to see what happens and then you will decide if you will use direct mail regularly, don’t bother. Direct mail is about consistency.
We know that statistically only 18% of real estate professionals are using direct mail. If you are in the 82% group, then I will argue that sending out something like a recipe card is better than not sending anything at all.
You should be mailing out to your blue list (SOI, COI, Farm List etc.) no less than 6 different times a year. If you do this then go ahead and throw a seasonal postcard or two into the mix.
If you can find a way to add in a retail discount ALONG with relevant market information then you are sending out pure gold to your clients.
There are many new marketers who believe direct mail is a thing of the past in real estate. These people are not doing their research. Direct mail works and works well but only when it is used appropriately.
If you are sending out a generic piece with no customization to your audience, you are wasting their time and yours. The postal services studies tell us that consumers want their messages customized. Titles like “This Springfield House is Sold” always work better than “Just Sold.”
Your company has many different ways in which you can obtain great market statistics about your area and they are dying for you to use it but few of you do!
When you decide to use market stats on your postcards, be sure to send a postcard to your local newspapers and TV stations. Easy stats in their hand at the right time could mean giving you airtime.
There are books written about this subject but it amazes me how few real estate agents are taking advantage of reliable information. This form of communication is an important part of your real estate business.
Matthew S. Gosselin is the author of My Blue Goose, Exploiting The Wow Factor In Real Estate Marketing. The book can be purchased on MyBlueGoose.com or Amazon
