Are your direct mail efforts bringing listings? If not, then there’s something wrong with your strategy. Direct mail is a formidable tool when it comes to obtaining listings for a realtor’s use. In fact, even when it is still considered a traditional marketing method, many realtors still swear by it. However, this doesn’t mean that all direct mail efforts produce results. Only an experienced realtor will know how to use it to get listings, and if your efforts aren’t producing results, something is wrong.
In this article, we’re going to share the two things that you must get right with your direct mail efforts to produce listings:
When it comes to getting listings with your direct mail efforts, it is all about proving yourself as an expert. This is done through the content you include in your mail! The content itself must be relevant to the topic at hand and engage enough to motivate the recipient to read what it has to say. Failure to meet these two characteristics means having your mail tossed into the bin or left forgotten. Also, ensuring that the design of the mail is up to par is essential. Emotion plays a crucial role in our decision-making, and when you create a design that plays with positive emotions, you gain a better chance of getting listings.
That said, it can be tempting to “market” your content by creating content that directly focuses on marketing. However, you should avoid creating such content because it can give off a negative impression. Remember, recipients rather have something educational and informative to read, not a pitch. As such, to market yourself, offer educational and informative content! Such content can be delivered in various formats, such as newsletters, magazines, and other types of publications.
Apart from getting the content right, you also need to be consistent with your direct mailing. When your recipients get a quality piece of content they love to read, what do they expect from you with the next mail? Another quality piece of content! Consistency is key to maintaining your recipient’s attention which slowly develops into feelings of trust that motivate them to pick you. On the other hand, if you fail to be consistent with your efforts, they’ll believe that you treat your business the same, scaring them away and causing them to look for someone else more reliable.
Apart from the quality of content, the type of mail you send is also essential. Mailing newsletters and other types of publications consistently, such as once every month or even every quarter, is vital to your effort’s success. Different things like postcards can be used to strengthen your message, while magazines can be used to share news and exciting content. Consistently sending these items to your recipients on a monthly or quarterly basis can help them stay in touch with you, keeping your options open and your listings growing.
Here’s the bottom line: your direct mail is going to produce plenty of results if done right! Keep what we’ve shared with you today in your mind, and apply it to your direct mail effort if you haven’t already. By ensuring that your content is quality and your consistency is maintained, you will boost your results which entails more business for you in the end. At the end of the day, you will be able to capture all the listings that your real estate competitors have left ignored, ensuring your business remains competitive and successful.
Supercharged offers is a full-service marketing firm, offering services to the real estate industry to help businesses achieve the success they deserve. If you need direct mail services to grow your real estate business, work with us today!