Real estate direct mail campaigns can be challenging, especially if you’re new or you don’t know how to attract the right leads. Don’t worry; you’re in the right place. With these simple tips, your real estate direct marketing will soon start producing ROI and start yielding many incredible deals.
The right audience and the right message lead to success. If you know what message you want to convey but you’re sending it to the wrong people, you’re set to fail, and vice versa.
Start by defining your ideal customers, who can be either home buyers or sellers. You then need to determine whether you want to target high-income, medium-income, or low-income housing. This will identify the areas that you can target.
Last but not least, you need to consider the purpose of your real estate direct mail marketing. Are you trying to generate more qualified leads, or are you merely looking to raise brand awareness?
Armed with all this information, you can create your marketing message. Your target audience will have specific pain points, so make sure you address them. Introducing the right solution to their problems will compel them to learn more about you.
If you keep sending your direct offers when no one is looking to buy or sell houses, you will waste a lot of effort. Not to mention the money you would spend on all your real estate printing.
If you do some research, you’ll find that the seasonal trends in the real estate market are rather predictable. People mostly sell houses from spring to fall, so that’s when you should be sending real estate direct mail postcards with offers. During slower months, raise awareness by merely sending holiday wishes and reminding people that you’re always there should they need your assistance.
Sending too many postcards in a short period may be counterproductive, as you may end up annoying your potential leads. The same goes for sending one every several months.
The ideal frequency is sending one postcard per month. You can also lower your frequency during winter months, and perhaps increase it during the period of high seasonal demand.
If you don’t capture your audience’s attention right away, your direct mail may end up in the trash. Make an impact with a simple design and an eye-catching headline that pops. Use a font that’s easy to read and make sure the message is clear and concise.
The first most crucial thing is immediately addressing your target audience. They need to relate to your offer if they are to read the rest of your message. For instance, your headline can read, “We buy houses,” which would instantly help your recipients decide whether to reach out or toss away your postcard.
Once you have their attention, give them an offer they can’t refuse. Briefly explain what you’re offering and tell the recipients what they can do if they’re interested. Make sure you have only one CTA, as you don’t want to confuse your target clients.
This may be a very obvious step, but not everyone gets it right. Many realtors only display their phone number, which can be more than enough, but you should take things up a notch.
Perhaps an interested recipient would like to learn more about you before actually dialing your number. Of course, they can google you or directly visit your website if you include the web address on your postcard.
But people nowadays turn to social media first. They want to see how you’re interacting with your followers and what they’re saying about you. They want to make sure they can trust you.
Therefore, include links to your social media profiles as well. Social media and direct mail are a powerful combination that can give huge momentum to your real estate direct mail campaign.
Your number one goal is to grab the attention of your target audience and get more deals. But every once in a while, you can consider providing them with relevant and exciting information.
That’s where a direct mail digest newsletter comes in. You can create a newsletter of everything that’s happening in the city that ties in nicely with real estate. That way, you’ll paint a picture of someone who cares about keeping people informed, instead of only trying to sell.
Don’t expect your sales to spike upon applying these tips immediately. It takes time for your real estate direct marketing to create ROI, so be patient and consistent.
We can help you raise brand awareness and generate more leads. United Graphics & Mailing Group offers a full spectrum of real estate printing services. We can design your real estate direct mail postcards and newsletters to make sure your message stands out. Contact us today to request a quote!