Direct Mail 101: What Should You Send?
New real estate agents who are starting their direct mail marketing campaigns are often faced with a huge dilemma: what do I send out? Experienced agents can send out open house invitations, property brochures and a plethora of other pieces that talk about their business. Because new agents don’t have any business to talk about, they often feel like there isn’t anything to mail. But that’s not true! There are several pieces of information you can share that will establish you as an expert in the community and real estate industry.
Community News and Events
This is a great marketing piece for real estate agents who are farming. Contact the city, local library, and local organizations like the YMCA for a list of upcoming events. Then list those events on a flyer or postcard and send them out.
Broker Bragging Rights
Although you don’t have much business activity to speak of, your broker does. So piggy back on that success for a while. Talk with your office manager about sales made by your broker in the geographical area you’re targeting. Also ask about selling prices, amount of sales, client testimonials and any other information showing the success of your broker.
Again, this is a great idea for agents who have chosen a geographic farm and are sending regular mail to that area. Generate a market update (there are lots of online tools that can do this for you) that tells recipients how many homes have sold and for how much in that area.
Generic real estate articles
Many people hear about hot real estate topics but don’t fully understand them. Establish yourself as an expert by writing a short article explaining one such topic. When doing a piece like this, be sure to keep it visually interesting and eye catching. A giant block of text is going to deter most people. And keep your explanation brief, covering just 2 or 3 main points. If you have more to say, direct them to your blog.
Non Real Estate Pieces
When you are first starting out, its important to establish yourself as an expert in real estate. Most of your pieces should be directly related to the industry or the geographical area you serve. However, you may on occasion want to spice things up with a non real estate piece. This could be a holiday card, sports schedules, tips for homeowners, recipes or fun facts.
With every piece make sure your name, contact information and picture are clearly visible on each piece. If you have a custom brand, be sure that drives the graphic elements of the card. Lastly, always put some sort of call to action on the piece, asking people to call you, email or visit your website. Doing all of this will get recipients familiar with your brand and your business as well as give them a reason to call you.
Ready to start mailing? Need more advice? Call One Step Services at 949-587-5301 and we’ll get you started.
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