Think print is dead? You may be missing out on the benefits direct mail can bring to your business. Response rate for direct mail to existing customers averages 2% in unspecified mass mailings and 3.4%, with targeted mailings, compared to just 0.12% for email contact. How can you take advantage? In today’s real estate selling tips, we’ll discuss a no-fail direct mail strategy.
Overcome inbox overload by putting a few new twists on this vintage marketing method:
• Avoid the standard #10 envelope.
Unless a #10 envelope is from someone a prospect knows, chances are it’s getting tossed.
• Think outside the box.
98% of people check their mail daily. Stand out from other boring mailers with freebies in your packages that help promote your business. These inexpensive promotional materials engage the prospect with a lumpy envelope (“Hmmm… wonder what’s inside…”), getting your message noticed. Not sure what we mean? Consider these promotional/message combos…
- Stress reliever: “Take the stress out of home selling/buying…”
- House-shaped bag clip: “Find out why we’re all that and a bag of chips.”
- Magnifying glass: “Zero-in on success…”
- Mints: “A fresh, new way to buying/selling your home…”
Use words that connect with the prop you included – and evoke an emotional connection or time sensitivity. An engaging message is what prompts readers to reach out via phone/text. And proof – never understate the importance of quality control.
- Be on-target and offer incentives.
Avoid random blasts for targeted marketing, including a great coupon/promotion enticing prospects with an irresistible deal. Remember the 40/40/20 rule: Success/ROI depends 40% on your mailing list, 40% on your offer, and 20% on everything else (design, images, copy, delivery date and method…).
- Don’t neglect follow-up.
Turning people into clients takes more than just a stamp.