Don’t try to drag people along for a ride they don’t want to go on. The quicker that you communicate who you’re targeting, the better. If yes, they’ll hang onto the postcard or contact you right away. What do all of these postcards have in common?Įach one immediately tells the recipient if they are the intended audience. That is why you must determine who your audience is and target them with a bullseye focus.Ĭonsider these examples immediately, and in as few words as possible, explain what is being offered and what you can do about it if you’re interested. Try and grab everyone’s attention, and you’ll get no one’s. Your only goal is to catch the eye of your intended audience. You just need to quickly give the recipient the appropriate information.īecause before throwing away, people glance at every piece of mail to make sure it’s worthy of the trash. Luckily, you don’t need your direct mail to stand out. With the bulk of postcards and envelopes in everyone’s mailbox, getting your message to stand out is tricky. This will ensure that you’re always sending mail, building brand awareness, and generating a steady flow of leads (rather than highs and lows). Pro-Tip: You can also stagger your direct mail campaigns rather than sending them all out at once every month. Whatever you choose, commit to a frequency and relentlessly hit your due dates. Having said that, don’t hesitate to experiment with a higher frequency during the selling season – Spring through Fall – and a lower frequency during the holidays. This frequency will keep you in touch with the people who matter without annoying them. So here’s a good rule of thumb for direct mail frequency: send once a month.
#REAL ESTATE DIRECT MAIL POSTCARDS TRIAL#
But, even though trial and error is a great way to learn, it might not be the most efficient. You don’t want to annoy, but you also don’t want to avoid.Ĭhoosing the best frequency is largely a matter of experimenting with different frequencies and watching the impact. During Spring through Fall, send direct offers.Īny great salesperson will tell you that timing is everything. Consider…ĭuring the holidays, remind people that you are a friendly realtor in the area. In the winter, send holiday mail not to land leads – because, statistically, you won’t – but to increase brand awareness.ĭon’t be pushy since your goal isn’t to sell and buy during the holidays. The best action is to preemptively strike the market mid-February and keep sending until the fall. Send the right campaign at the wrong time, and you might as well throw the mail away yourself. Understanding this arc is critical for the success of your direct mail campaigns.Īgain, typically, people sell more houses during the Spring to Fall months than during the winter months. In March, sales spike and continue to do so until they peak in June and then steadily decrease to be revamped the following Spring. In “normal” years, November through mid-February win the award for the year’s slowest months. Unfortunately, in recent years trends have been unpredictable. It’s no secret that seasonal trends dominate the real estate market. You can use a tool like REISift to do this. List stacking results in more targeted direct mail campaigns, which means less money. That means not just targeting pre-foreclosures but pre-foreclosures with high equity and out-of-state owners, or maybe it means targeting out-of-state landlords who have defaulted on their rental payments. Property List Manager defines list stacking as “an innovative method of filtering and managing the properties that help you identify only the most highly motivated sellers across all your lists.” The more general - and less targeted - your direct mail campaigns are, the more you will compete with other investors and agents for the prospect’s attention. The main challenge of direct mail marketing is standing out from all the other mail people receive, especially from other investors and agents.
#REAL ESTATE DIRECT MAIL POSTCARDS ZIP#
Real estate agents can target different zip codes or demographics where they want to buy and sell homes. Some of the most popular mailing lists for investors are… What problem are you solving, and who are its victims? Target them. Conversely, a desire for low-income leads will target low-income areas.Įvery message has an audience because every audience has a problem. A desire for high revenue leads will target high-income areas. With that information in mind, determine the ideal target area.
If you don’t have a message, you don’t have a direct mail campaign. You don’t have a message if you don’t have a target audience.
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