Real estate: it’s one of the most looked-at markets in the US. Economic fluctuations, migration patterns, generational trends — all of those draw attention back to the real estate market and make people wonder “do we need to sell our house?” With millions of real estate agents flooding the market each year, it’s critical to stand out using effective marketing techniques. Real estate marketing is notoriously difficult, but it has the potential to give stellar ROI. Direct mail marketing offers real estate agents the opportunity to connect directly with potential sellers and buyers. That connection has only gotten stronger thanks to technology updates and the power of automation. As one of Central Florida’s leading direct mail companies, we’re in the business of helping real estate agents figure out the most effective direct mail strategy.
What is direct mail
In short, direct mail is any physical correspondence you have with potential customers or your target audience. Direct mail has one key goal: getting the recipients to engage with your business. Even in the digital era, direct mail still works. Why? Because direct mail is memorable, interactive, and offers a tangible element that digital tools simply can’t offer.
Over the years, direct mail has gotten smarter thanks to automation and integration with other digital marketing tools. Businesses are now able to geographically target certain markets, develop smarter avenues for outreach, and iterate based on more reliable data.
Why use direct mail in real estate marketing
Direct mail has been effective for a number of markets, but it’s almost synonymous with real estate. And there’s a reason for that: when done right, it’s effective. According to MarketingCharts.com, direct mail can have a whopping 29% ROI. Other studies have found that direct mail has a response rate of 5.1%. While that might not sound high, it’s a sizable increase when compared to online ads with a response rate of 0.2% and a 0.6% return from email and paid search campaigns.
Direct mail also breaks through the digital noise. Direct mail designed like a postcard, for example, can catch someone’s attention from their counter after they bring in the mail. The physical presence of direct mail collateral makes it more lasting than a flash-in-the-pan digital ad.
What real estate agents should consider with direct mail
The most important thing to keep in mind when marketing for real estate is to stay consistent and, thus, top of mind. So whether you’re an independent contractor or working with a larger agency, here are a few considerations to keep in mind when planning out a direct mail campaign:
- Budget: Your overall budget will inform how far your expected reach is and help you prioritize which areas to focus on first.
- Set a results baseline: Direct mail isn’t a one-and-done marketing solution. If your agency has never engaged with direct mail before, use your first campaign as a baseline for data. Plus, you’ll be able to look at potential issues and how to avoid them for the next campaign.
- Consider your audience: It’s tempting to go broad with both your messaging and your audience scope. However, the messaging should match the audience you’re focusing on. Don’t be afraid to start small on a campaign. Targeted messaging paired with data-driven direct mail can reap more benefits than a broader scale campaign.
At Xerographic, we’re no stranger to helping companies craft effective direct mail campaigns. We work with you and your available data to create customized and personalized messages. Going that extra mile to address a recipient by name could be the little push needed to keep your real estate agency top of mind.
