4 Ways To Harness The Selling Power Of Direct Mail

In an age where we can order groceries through Amazon and watch Wolf Blitzer via hologram, it seems a little old hat for real estate agents to include direct mail in their marketing campaigns. But it’s not.

While the idea of paper ads may feel outdated, the reality is that direct mail is still very effective. In fact, it remains a favored method for many agents.

According to the CMO Council, a peer network of chief marketing officers, nearly 80 percent of consumers will act on direct mail immediately, compared to only 45 percent who act on email. The Direct Marketing Association reported that more than half of consumers consider print marketing the most trustworthy. And in a direct rebut to the “it’s too old fashioned” argument, AlphaGraphics claimed that 92 percent of young shoppers say they prefer direct mail for making purchasing decisions.

For agents the question then becomes: how do I use direct mail effectively? Here are four ground rules:

#1. Use It To Reinforce Your Brand

One of the primary benefits of direct mail is that it provides potential clients with something tangible. It’s the perfect opportunity to literally put your brand directly into their hands.

#2. Create Urgency with Calls to Action

Direct mail isn’t interactive like online ads, so it needs a visible call to action that gives the recipient an easy next step to take. A QR code is one option for taking that step from page to screen – but that is a bit outdated. More effective would be a phone number, email or a short, easy-to-remember URL the recipient can refer to when he or she is ready to start the buying or selling process.

#3. Define and Speak to Your Target Audience

When composing a direct mailing list, carefully consider who you are sending to and what message you want to convey. Direct mail allows you to hyper-target your message. If you’re speaking to Millennials, the message could address entry-level homes or common financing questions. If you’re targeting older homeowners, perhaps the angle is the resale process or downsizing.

#4. Integrate Direct Mail with Other Channels

A benefit of digital advertising is that it’s easy to manage campaigns across multiple platforms and mediums. The same approach should be taken with direct mail. Agents can fold their direct mail messages into other marketing campaigns and materials (like brochures and e-blasts) to maximize its effectiveness, or cast a wider net by sending multiple mailers delivering separate but related messages to different audiences.


AgentEDU® is a platform where agents at every level can come to watch 10-minute video courses for the many situations that successful agents must master. From essential to advanced level and everything in between, AgentEDU® courses help agents become top producers with increased earnings and a plan for continued growth.

AgentEDU® is an Agent Publishing brand. For nearly two decades, Agent Publishing has been committed to providing residential real estate professionals with the information and training required to build successful and meaningful careers in their local markets. Agent Publishing’s influence extends to every career stage and reaches agents across print, digital, events and online learning.

Land The Listing: 5 Steps To A Killer Listing Presentation

With so much at stake for your client, how can you prove you’re up to the challenge of selling their home? Your best bet is blowing them away with your listing presentation. In our video below, you’ll learn the five basic steps to a killer presentation that will land you the listing you’ve worked hard to get.

 

 

Be prepared every time you meet with potential clients with our selection of listing presentation courses.


AgentEDU® is a platform where agents at every level can come to watch 10-minute video courses for the many situations that successful agents must master. From essential to advanced level and everything in between, AgentEDU® courses help agents become top producers with increased earnings and a plan for continued growth.

AgentEDU® is an Agent Publishing brand. For nearly two decades, Agent Publishing has been committed to providing residential real estate professionals with the information and training required to build successful and meaningful careers in their local markets. Agent Publishing’s influence extends to every career stage and reaches agents across print, digital, events and online learning.