Do you want to catch the attention of new leads in your market? Are you willing to try something totally crazy that will get you TONS of new leads with minimal effort?
Try this: direct mail.
As unexciting as it might sound, dropping a personalized brochure, postcard, sales letter, or other marketing piece in the mailboxes of your clients and potential leads is an effective way to cut through the digital noise. Think about it: consumers are constantly being barraged with marketing messages in their inboxes, on Facebook, when they do their online shopping – everywhere! These days, you’d be hard-pressed to find a digital nook or cranny that isn’t crammed with advertisers clamoring for attention.
As Realtors®, you’re offering something much more valuable than most quick-fix or impulse purchases that weigh in at a dime a dozen. Why not make your marketing message stand out as thoughtful, useful, and personable? While digital advertising has its place, it has become white noise for many consumers. That’s why we’re touting the power and simplicity of direct mail marketing.
In an article on the effectiveness of direct mail for realtors, CRES Insurance Services offers these facts:
- Direct mail marketing out performs digital marketing response rates by more than 700%
- The average ROI for direct mail is 15-17%
- 67% of US adults feel that direct mail is more personal than email
- Oversized envelopes have better response rate [than] regular-sized mail
The many “direct mail naysayers” claim that direct mail is expensive, causes waste, and is ineffective because people just throw it away. Hey — even better that the naysayers slam it, because that means more opportunities for you! Mail marketing expert Craig Simpson explains that, because of these myths, most marketers are moving away from mail, which means that you’ll now have less competition.
Of course, you can’t just send any old flyer or postcard and expect the leads to start rolling in. The key to a successful direct mail campaign is value. Mailing your prospective leads something that’s unique and specific to their interests — not just a business card with your face and phone number on it – will have them slapping your mailer on their refrigerator or sharing it with their spouse over dinner, not tossing it in their recycling bin.
If you don’t have time or money to fork out on custom mail, this is where a service like Corefact comes in. Corefact is a direct mail marketing service that offers hundreds of easily-customizable online templates geared specifically toward real estate professionals.
How does it work? Simply create an account, select a template, then customize your mailer with a headshot and personalized information, and you’re good to go. Upload your mailing list, and Corefact will even mail the pieces for you.
Because they work specifically with Realtors®, all of their mailers have been tried and tested by agents across the country, helping them home in on what works best.
Five of the best templates from Corefact
What household wouldn’t benefit from a handy calendar to help them stay organized? It’s still early in the year, and a calendar makes a great mailbox surprise. The calendar template has several design options with a place for your headshot and contact information.
Sending a market update adds value to your services while informing and incentivizing homeowners. This mailer —a succinct postcard with accurate, up-to-date information — features a map with a list of recently-sold neighborhood homes and prices. Homeowners will appreciate receiving valuable data that could affect the value of their home. And remember: Since over-sized mailers have better response rate than smaller ones, spending an extra $.15 – $.30 per postcard with the “stretch” or “jumbo” sizes could be a worthy splurge.
All homeowners want to know how much their property is worth even if they aren’t ready to buy or sell. Entice homeowners by offering them a free home estimate. This mailer doesn’t provide the estimate, but rather, it prompts leads for further contact if they want to know the numbers. One benefit to this is that it shows homeowners that the information you’re providing is based on the actual market value and is not just an arbitrary figure. Another HUGE benefit is Corefact.com’s lead capture when homeowners exchange their contact info for the property value.
Many people who might be ready to buy or sell could be spinning their wheels because they’re daunted by the process or just don’t know where to start. Give them the inspiration (and kick start) they need! Corefact’s seller/buyer templates are pre-designed flyers that educate and inspire potential leads through bite-sized, useful, actionable tips. Buyer/seller tips include topics like finding the right agent, how to save for a down payment, planning for home improvements, staging, and so on. Send multiple tips to your target leads to get them excited about buying or selling.
Few things set the neighborhood a-buzz like the raising of a brand new FOR SALE sign. Ramp up the excitement by sending out a customizable mailer, featuring a newly-listed home you want to promote in the neighborhood. This shows homeowners comparable home prices (planting seeds for the sale of their own home), and it reminds them whom to call when they’re ready to sell.
Note: this blog is not a plug for Corefact. In fact, there are many online direct mail marketing services that could help you easily create beautiful, personalized mail pieces, but Corefact’s powerful lead-capture options outweigh anything we’ve found. Still, whether you choose Corefact or another company like Quantum Digital, Sharper Agent, or Prospects Plus, or whether you decide to call upon your inner marketing genius to get the job done, we hope we’ve given you enough incentive to give direct mail a try and to make it as unique, personable, and valuable as you are.