![]() ![]() Making Use of the Power Program Print Portal You are better off sending 10 postcards to 100 people. With this being said, you can send out 10,000 postcards to 10,000 people, but it won’t do you any good. ![]() When you only send out mailings once in a while, people will struggle to remember who you are. It takes a whopping 27 touches before you become a brand name in people’s minds. They say that it takes about three touches before homeowners can connect your name to your face and at least seven before you are solidified in their minds as someone worth calling when they decide to list. The Direct Mail Association has done studies on how people receive direct mail. TIP: This article by Entrepreneur outlines some of the “ 10 Direct Mail Marketing Mistakes to Avoid. The one-time, or inconsistent mailings, end up being a waste of money because they are NOT validating you as a presence in the neighborhood, so you are better off not doing them. You are a permanent fixture in that neighborhood. ![]() Every mailing and postcard they get from you (when done consistently) validates your presence in the real estate market. Subconsciously, they think, “Is this a good company? Can I trust them? Do they have good ethics? I’ll wait to see if I hear from them again.” When they get another postcard from you (and subconsciously, they are watching for it), you gain a little more credibility because they can see that you aren’t a fly-by agent. There is a psychological trick to direct mail as self-promotion: people won’t act when they see your first card. Consistency is more than just frequency it’s also about continuing to send mailings to the same mailing list. One of the biggest mistakes real estate agents make is that when they get a new listing or sell a home, they send out the “Just Listed” and “Just sold” cards to only that neighborhood. It isn’t a “one and done” or something you do once in a while. Success with using direct mail marketing comes from consistency. The Secret to Direct Mail Marketing Success TIP: Read our related article, “ The “3-Touch-Point Marketing Plan” to Connect with Your Sphere and Farm ” That is always the ultimate goal with mailing campaigns, and why direct mail marketing works! Each mailing is a touch-point to stay top of mind, so when they think, “We should move, let’s see how much our home is worth,” you will be the one they think of first. By sending out mail to their homes, you are getting your name, face, and what you do for a living into the minds of these homeowners before they reach that decision. The biggest advantage of direct mail marketing is that you never know when homeowners will decide to list their homes. Emphasizing anything that promotes you, your skills, and why now is an excellent time to sell their home are reasons people will pick up the phone. You can highlight that there are far more buyers than there are homes in your farm area, and if they know of anyone who is even thinking about selling, they should contact you. Yes! Instead of promoting the home as recently sold, you can also promote homes that went under contract quickly or had multiple offers. Can I Promote My Listings That Are Under Contract If They Haven’t Closed? ![]() They are a matter of public record, and as long as you don’t make claims that it was your listing, you are simply showing your farm area that homes in their neighborhood are selling like crazy. It’s great if they are, but if you don’t have any, it isn’t illegal or unethical to send out a card simply pointing out that those homes have recently sold. Many agents have already made “Just Listed” and “Just Sold” postcards part of their marketing strategy, though there is a misconception that to send out these “Just Sold” postcards, they must be your own sales. Can I Make “Just Sold” Listings Part of My Mailings? TIP: Check out this article by Meryl Randman, who dives into why direct mail marketing is still an essential component of marketing. So how can you use recent home sales in your area to create effective direct mail marketing material? Chances are, it was pretty easy to throw away, wasn’t it? But what if that piece of mail was actually something useful – like a flyer announcing a sale at your favorite store? It would be a lot harder to toss in the trash then, wouldn’t it? That’s the power of direct mail marketing, and if you’re a real estate agent, it can be a fantastic tool to use to promote yourself and your business. Think about the last time you received some junk mail. What’s old is new again, and direct mail marketing is one of the best ways to promote yourself to your farm area! ![]()
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