Although industries are becoming increasingly dependent on digital technologies, many experts believe that direct mail continues to be one of the most critical parts of real estate success. As such, real estate professionals are encouraged to continuously integrate direct mail into their marketing strategies, even in such unprecedented times.
The benefits of digital marketing are undeniable, but direct mail campaigns still prove to be a lucrative effort, provided that they are implemented with a proper and strategic plan. It can be just as powerful as advertising and social media marketing, especially since the cost per response factor levels out the playing field.
Most consumers still enjoy the experience of receiving mail, which is a personalized way of attracting their interest and welcoming them into the sales funnel. Who wouldn’t enjoy a letter addressing your name, complete with sample packets and offers simply too impossible to resist?
The question now stands—how do you ensure that your direct mail marketing efforts gain the right amount of response? We’ve curated this step-by-step guide for you to follow:
Step 1: Know you your target audience is
The success of your message relies on your target audience. Without them in mind, crafting a resounding message will be impossible. And without that concept or idea, the direct mail campaign is non-existent. You’ll want to first analyze who your target market will be.
Are they single mothers hoping to purchase a child-friendly apartment, with ample room for a pet? Will they be business owners hoping to invest in a luxury home, finally enjoying the fruits of their labor? Once you determine your ideal audience, writing the direct mail will be easier to do—and the rest follows.
Step 2: Craft clear calls-to-action and eye-catching pieces
The most successful direct mail campaigns understand the need to come up with a strong call-to-action. This ensures that a strong response is made, enticing your receiver to act upon seeing the message. You will want to use a certain language, such as phrases that command—“buy”, “shop”, and “subscribe” are some of the most heavily used, and for good reason.
Your message must also be present once the receiver opens the mail, which can only be accomplished with a well-designed piece. Make sure that your message is presented in unique fonts and texts, but always bordering on strong and tasteful.
Step 3: Let your reader know and understand the benefits of working with you
The real estate market is highly competitive. Resorting to a narrative that simply tells your target audience who you are and what you do will never be enough. Today’s world dictates varying consumer behavior, but all point to one certain thing—they need to know if a product or service can provide them with value.
Your direct mail should exude value and significance, letting your audience know that they need to reach out to you. Simply put, always highlight the benefits they can obtain.
The Bottom Line
The steps aforementioned are guaranteed to help your direct mail response increase, but if you wish to sustain its growth, you’ll need to understand that a single postcard mailing won’t suffice. You need to constantly learn and try various direct mail methods, as simply using a single strategy will end up draining your resources.
Thankfully, direct mail is a cost-effective marketing campaign that works, but never be afraid to try new things. Only then can you achieve your real estate goals—and continue to grow from there.
If you wish to invest in the best direct mail campaign, Supercharged Offers has you covered. We are a full-service marketing firm for real estate businesses, guaranteed to help you grow and sustain success. Reach out to us today to learn more!