There are lots of reasons that direct mail is easy for you to do:
- Automated mailing systems in some jurisdictions make direct mail fast.
- Direct mail is cheaper than flying around the world to do deals.
- You can load your CRM and spreadsheets onto your envelopes.
- You can hire almost anyone to take over mailouts.
- It’s not a far trip to drop off your envelopes usually if you are mailing locally. Sometimes you don’t have to go anywhere at all to do a mail drop because it’s done over the internet.
- Picking graphics for your mailouts is easy if you are using an automated online system and have a logo.
- You don’t need to face much rejection compared to cold calling.
People will keep and share your mailouts when they find them interesting and helpful. Remind yourself that people are getting to know you when you feel like your mailouts are not generating results.
You can build a brand by doing repeat mailouts in the same location and by keeping your design consistent. Direct mail builds your brand because some recipients keep your mailouts in their house or office and come to know you because they see it often. To improve branding, have enough cash ready to send multiple campaigns.
Promotional products are memorable and help differentiate. Create a promotional products based off your logo, such as keychains. Also, try to choose useful products that recipients will keep in their house, like pens, calendars, magnets, and informational products. One of the most useful informational products for homeowners is the price of their home compared to their neighbours.
Target A Market Based On Location
It’s great to send to the same location repetitively because it makes you the expert. You are more likely to close deals when you have a lot of buyers and sellers in one location. Real estate professionals, buyers, and sellers outside of your market contact you when they see that you are the leader in facilitating deals in that location.
Direct Access To Sellers
Direct mail is the best option for targeting sellers in a location because recipients own the residence you are sending to a lot of the time. This is great because you can put the seller under contract before anyone else. When closing deals it’s best to have sellers under contract before introducing them to anyone else so that you don’t get cut out of the deal. Being direct to the seller cuts down time spent negotiating with other intermediaries that help you gain access to the seller.
Direct mail is like hopping aboard the direct train that has no stops to its destination!
Drive Traffic To Your Landing Pages
To capture leads, include the URL of your landing page in your direct mail. Many real estate professionals keep one landing page for buyer and seller leads. I like keeping one landing page with a form field of whether the visitor is a buyer or seller for direct mail because a recipient might be a buyer or a seller. For pay per click (PPC) landing pages, it might be better to have two separate landing pages for buyers and sellers.
You can track the results of each campaign by including a code on your direct mail for the recipient to enter into your landing page. You can customize your landing page to collect any information that is helpful such as, address, phone number, email address, whether the recipient is selling or buying etc. Setup analytics to track when, how many, and where visitors are coming to your landing page from. You can also change the headlines of your mailouts to see which one is most effective in creative leads.
What successes have you had from sending direct mail?
Follow on Facebook, Twitter, Google+, YouTUBE, LinkedIn Group, LinkedIn Personal.