Q.
Dear Jerry,
I live in a fairly affluent area with an overabundance of real estate agents. The net result is most homes receive multiple direct mail pieces weekly and most are fairly elaborate.
Secondly, the market for resale is soft. The place to be today is on the buyer's side.
My questions are two fold:
1. How can I stand out in a crowded direct mail market?
2. How can I build up my business on the buyer's side?
Regards
A.
"Thanks for contacting us.
As you know, direct mail is widely used in the real estate market. I agree that a typical mailbox gets a great amount of realtor mail and I can understand your desire to stand out.
As you compete for attention, color will certainly help you. I also suggest you take a look at Sumo Size® postcards, large sized postcards that will attract attention.
Building up business on the buyer side is more complicated than on the sellers side. Lists of homeowners are readily available and it is easy for a realtor to contact them. Lists of buyers are more difficult.
My suggestion is that you identify the market area in which you are operating and then contact our list people who can be reached at 877-283-7976. They will be able to furnish you residents who reside in that area. According to the DMA, 41% of your direct mail success depends on your list. Check out more information about purchasing mailing lists and growing your list of potential leads.
Once you have a mailing list you can try several different approaches to see what works best for you.
I always stress talking benefits. What can you offer that will cause a prospective buyer to want to talk to you? Consider such things as:
How long have you been working in your market? That gives you experience.
Can you offer any special marketing services or a marketing program that will benefit your prospect?
Are you part of a large realtor network or MLS?
I am sure you can think of other benefits. Having those benefits will help to distinguish you from the pack.
You are looking for referrals. Contact your past customers and ask them to keep you in mind if they know of friends who may be looking for a home.
One successful realtor we know sends out postcards approximately every other month to her customers offering a helpful suggestion on how they can maintain the value of their home. One month she spoke about upgrading your bathrooms with the addition of new faucets and hardware. Another time she spoke about having a nice looking front yard to provide "curb appeal". This will make your mailings useful and your recipients will look forward to receiving them. Of course, always ask for referals in every mailing.
Hope these suggestions are helpful. Don't hesitate to let the people at Avery Print and Mail Center be of assistance. Contact them at 877-Avery PMC or 877-283-7976 or go to www.printandmailcenter.com.
Good luck with your direct mail efforts."
Do you have a direct mail question? Ask Jerry. We can't answer every request, but we'll do our best to help!
real estate marketing postcards
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