With the industry becoming ever more dependent on digital trends and technologies, many real estate professionals wonder if direct mail should even be part of their marketing strategy in 2020. Don’t get us wrong—online marketing has its obvious appeal (convenience, immediacy, and personalization), but direct mail is a great offline alternative that offers several advantages that many other online channels lack.
The following five tips are almost guaranteed to make your direct mail marketing set you apart from the competition, stand out in your in your target customers’ mailboxes, and ultimately, lead to more sales for you.
Top 5 Ways to Improve Your Real Estate Direct Mail Marketing Strategy
Identify Your Target Audience
Without a target audience, you don’t have a message. And without a message, you don’t have a direct mail campaign. To help determine who your ideal recipient is, consider whether you want to target home buyers or home sellers and what your desired end result is.
Create a Clear Call-to-Action
A strong call-to-action is meant to evoke a response and entice your audience to act. You can incentive the action by including the recipient’s name, adding a can’t-miss promotion, or using effective command words like “buy,” “shop,” “download,” or “subscribe.
Make the Direct Mail Piece Eye-Catching
Your central marketing message needs to be the first thing a recipient sees when they get your direct mail piece arrives in their mailbox. If you design a mail piece with bold text or unique fonts, just remember not to overdo it. Balance the text with attention-grabbing, high-quality images, and make sure to leave some space available for the design to breathe.
Emphasize the Benefits
In the highly competitive real estate market, simply telling your target audience who you are and what your business does is not enough. You need to point out what’s in it for them. How will your customers benefit from reaching out to you?
Follow Up
The ultimate goal of direct mail is for the target audience to reach out to you. If you take too long to respond to your real estate leads, they’ll immediately lose interest. It’s vital that you make yourself available to answer phone calls and reply to emails in a timely manner.
