How to Effectively Use Direct Mail in Real Estate Promotion
Direct mail has always been a fundamental part of real estate marketing, offering a physical and personalized way to reach potential clients and make sales. Even with online and digital marketing becoming more prevalent, sending a tangible letter or postcard is still a viable way to communicate with people and create meaningful connections.
Now, there are many ways to use direct mailing to promote your real estate business properly, but they usually fall under three categories: The Target Audience, The Mail, and The Response. This article will tackle these components.
1. Know Your Target Audience
Effective direct mail campaigns usually start with your target audience. Whether targeting new clients or re-engaging old ones, knowing who you communicate with is the backbone of your mail content and promotions.
In 2016, Canadian furniture supplier Wayfair used direct mail to offer their products and services specifically to people who have just moved homes. To date, the company continues its direct mail offers as one of their strongest promotions.
Following this example, you could narrow down your client list and choose which type of mail you want to send. For new clients, you need to focus on introducing your services and highlighting your expertise, while for old clients, emphasize personalized interactions and loyalty rewards.
Location and Timing
Location is also crucial; local clients near the promoted property might appreciate a more straightforward approach to your campaign, while the broader, more general target audience might need highlights and detailed information on the property's unique selling points.
Once you've defined your target audience, creating a mailing list tailored to real property promotions is essential. A detailed mailing list allows for personalization, making your direct mail more relevant and engaging by addressing specific needs and preferences. Additionally, it streamlines the mailing process, letting you process and send mail in batches for timely, efficient delivery.
2. Create Your Direct Mail
Now that you've established your target audience, it's time to create your campaign direct mail. You can compose a compelling letter that your clients can read, but if you want to leave a lasting impression, mail them something creative. You can use engaging postcards, promotional mail items, and comprehensive real estate media kits to completely capture your clients' attention and make them smile with the freebies they're receiving.
A popular example of this is KitKat Chunky’s “failed delivery” campaign which not only worked because of its witty strategy, but also because of the free candy they distributed by simply showing the mail to their local newsstands.
Personalization and Information is Key
Personalization is equally essential with your mail. Use your mailing list data to change up and create direct mail content that caters to individual preferences and interests. A casual yet informative tone will make your communication more relatable while clearly outlining the benefits of your offer.
You must also prominently display all your contact information, including your email, website, and phone numbers. Incorporate QR codes to connect recipients seamlessly with your online platforms, blending physical and digital promotions, especially if you want clients to reach out to you afterward.
3. Analyze The Response
Once you've sent your direct mail, tracking and measuring the results becomes your next priority. Monitor responses for emails and see if there are conversions to gauge the effectiveness of your campaign. You can also use your different client lists to compare and analyze which customers and leads are most responsive. This analysis can help you understand your promotions' success and identify areas for improvement.
AYou should also follow up with the direct mail recipients to see if they contact your real estate group. Check your emails and website for inquiries and compare whether these came from your direct mail promotions or online marketing.
Finally, if you've done the analysis and are satisfied with the results, apply what you learned to the next direct mail campaign. Use your collated client lists to know your target audience for the next promotion and create your direct mail and marketing kits. Treat this direct mail strategy as a cycle, and you can consistently improve your targeting and messaging, making each subsequent campaign more effective.
Some Final Thoughts
Using direct mail in real estate promotion requires a consistent and thoughtful approach to understanding your target audience, creating personalized mail content, and meticulously analyzing the response to refine future real estate promotions. Of course, you can incorporate more strategies with how you approach direct mail. Still, if you integrate these elements, direct mail can become a powerful tool in your real estate promotional arsenal.
