The real estate industry is a tough one without a doubt. It’s subject to inventory that is available and a market that can be extremely unforgiving at some points and overly generous at others. It’s no secret that successful real estate agents work hard to get leads and new customers, especially during times when the housing market is uncooperative.
If you ask the agents that sell consistently they will tell you that you have to keep your name in front of your market and stay top of mind with them for when the need arises. Direct mail has been a proven marketing tool for Real Estate Agents for years and a consistent tool used to keep your message in front of your prospects. Use these direct mail marketing tips to help boost your real estate game, even in the offseason.
Find Your Audience
The success of Direct Mail is dependent on the list you send to. Taking the time to prequalify your mailing list and identifying who your ideal customer is will significantly increase your response rates. A common practice by Realtors is to market to their Sphere of Influence (those that know you best) or by marketing in areas you are currently working in with Just Sold and Just Listed Postcards. The idea of like people, live in like areas and have like means, is a good starting place for selecting a good target audience for your marketing message. Keeping your name and face in front of them for when the time is ready is a successful strategy used by the best Agents. The more someone sees your name and message, the most top of mind you will become with that prospect.
Be a Resource
Building your brand with a new prospect takes time. When someone doesn’t know you or what you do, you have to build trust and break down the stereotype that it is only about you the Agent. Once successful strategy used by Real Estate Agents is using the power of information. Provide your prospects with tips on selling their house and market trends for their community. Don’t always make your marketing piece about you, instead gear it towards them and how you can help them. Portray yourself as the neighborhood specialist that knows their market better than any other. Quarterly newsletters or postcards with current events in their area are great ways to keep your name in front of your target market with helpful tips so that when they do want to buy/sell, you’ll be who they think of.
Don’t Go Overboard
If it’s important to send out mail, then what’s the magic number of how many times to hit them? Do you send out something once a week? Holidays only? The truth is there isn’t a magic number, and the frequency of your mail depends on you. It’s important to stay relevant though, so one piece of mail a month is a good baseline to work from. Being able to send your piece around a Special Event or Holiday does help get your message seen and will increase response rates. Using direct mail pieces with a shelf life is a very common practice too, something like a sport schedule or calendar. The more your prospects see you, the more top of mind you stay.
Direct mail marketing can be one of your most influential marketing tactics as a sales professional, especially if you work with a reputable printing company. If you’re looking to make your name a household name, go with direct mail marketing.
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