Business Focused Mailed Pieces– these pieces promote your specific real estate business and their purpose is to familiarize people with your brand. While you are promoting your business, you want to make sure your doing so in a way that is relevant to recipients. The average person won’t care much about your list of awards, but they will care about what past clients have to say about you.
1. A large brochure that highlights all your sales of 2018
2. Testimonials from past clients
3. Send a personalized letter to your social list reminding them about your business and asking for referrals and repeat business.
4. On their one year purchase/sold anniversary, send a personal card to every client you worked with in 2018.
5. A small bio of you and any team members you may have. Include a business card that can be torn off and kept for future reference.
6. When you sell a home, send a personalized letter to surrounding neighbors introducing the new owners, briefly explaining the details of the sale and offering to help them sell their own home.
Real Estate Focused Mailed Pieces– these pieces talk about the industry in general and their purpose is to educate people about the industry and the processes of buying and selling a home. People who are considering a buy or sell will be particularly interested in these pieces.
1. A recent market update for that specific geographical farm
2. Find a relevant real estate article and rewrite it in a simple, easy to understand way
3. A list of questions frequently asked by your clients and your answers to them.
4. A checklist of things to do before putting a house on the market
5. A list of useful apps and online tools for buying and selling a home.
Community Focused Mailed Pieces– these pieces don’t talk much about real estate or your business, although your name, logo and photo should be on these pieces. Community pieces give helpful information about the surrounding community. The point of these is to grab the attention of people not interested in real estate at the time.
1. A list of community events taking place in the upcoming month or season.
2. A list of local small business and contractors that you have worked with and personally recommend. This could include housekeepers, plumbers, air conditioning specialists, doctors, dentists, etc.
3. Partner with a local business and send your recipients an exclusive coupon
4. Hold a coloring contest and mail the coloring page and entry form.
Need more ideas? Give us a call at 949-587-5301. Our customer service representatives will get to know your unique business and suggest creative and effective mailers to get your business booming.
Not every recipient of your direct mail pieces is ready to buy or sell a house right now. However, it’s important to provide them with information they find useful as a way of gaining their trust and exposing them to your brand. Our January content ready mailers discuss online money management tools that your recipients can use to get their budget on track in 2015. The message is paired with eye catching design and a strong call to action that encourages recipients to do business with you. Call us at 949-587-5301 or email email@example.com to place an order
The following letter appeared in our December newsletter. For those of you who may have missed it, we are reprinting it here:
Happy Holidays! I hope this letter finds you happy, healthy and enjoying all the perks of the holiday season.
One of the things I enjoyed most about 2012 was steady growth in our clients’ businesses. For the first time in quite a few years, people were excited about business again. They were meeting new clients, conducting sales and making a profit instead of just scraping by.
I found great joy in listening to you, our clients, excitedly tell us about your booming business. I am humbled and honored that you continued to partner with us to expand your businesses even further. As your businesses grew, you in turn helped our business grow, and for that I am eternally grateful.
But even more important and valuable than the business are the friendships that have developed between the staff at One Step and our clients. I love that when clients come in to pick up product, they are comfortable enough with us to talk about their day. When they call, there is friendly chitchat mixed in with shoptalk. You have shared with us the triumphs and trials of your personal and professional lives and have made our jobs purposeful and enjoyable.
Thank you. Thank you for your business. Thank you for your friendship. I am looking towards 2013 with hope and excitement for your business, my company and the mutually beneficial partnership that will propel us to greater heights than we ever thought imaginable.
Merry Christmas and Happy New Year!
Sandy Barragan and the One Step Staff
I’ve got a soft spot for telemarketers. After being laid off from the company he had been working for for 20 years, my dad got a job as a telemarketer. He came back with terrible stories of people yelling at him, calling him names, etc. So I always try to be nice and respectful. Even if I don’t end up buying anything, I usually learn something. I recently had experiences with three different telemarketers and these encounters provided some excellent lessons on how to conduct sales pitches.
The case for Yelp
A couple months ago I created a business account for One Step Services on Yelp. A few days later, I received a call from one of their sales reps. I hadn’t asked for a call, or indicated that I was interested in any of their paid services. However, since I had signed up for their free service and given them my contact info, I was a good prospect.
I took the call and was immediately impressed by the professional conversation skills of the salesman. He wasn’t reading from a script or talking at me. Instead, he talked with me. He had read my bio on our website and struck up a little conversation about the Angels to break the ice. Then he asked me about my experience with Yelp. I told him I had used it for personal reasons only, so he skipped over that part of his sales pitch and went right to the things I cared about. Throughout the conversation he asked me if I had any questions and he even emailed me some visual aids to help prove his points.
After the conversation, he followed up with an email. We haven’t done any business with Yelp yet, due to budget constraints, but we haven’t completely dismissed them, either. Every once and a while the sales guy will send me emails about new products I read them and become more convinced that advertising on Yelp is a good idea. It’s definitely a goal we will work towards in 2012, and its all because of one friendly salesman and an effective telemarketing call.
The case for Hubspot
I’ve been a fan of Hubspot since I first started in the marketing industry. I’ve downloaded ebooks from them, liked them on Facebook, and receive their emails. However, I had never received a sales call from them until a few days ago. I couldn’t take the call at the time and although customer service jotted down a number for me, I didn’t plan on calling back. But then I checked Twitter. And wouldn’t you know it, the sales person that called me started following One Step on Twitter. Not only that, but she put us on a list titled “Marketing Thought Leaders.” Who wouldn’t want to talk to someone who thinks they are a thought leader? I called her back the next day.
The sales woman at Hubspot really took things a step further by following me on Twitter. If I didn’t buy from her on our initial call (which I didn’t) Twitter becomes another line of communication and a way she can keep in touch with us. Not only can she share information with us, but she can see what our company is doing, what our challenges are, and then possibly help us find solutions. She’s building a trust relationship that may very well lead to us becoming paying customers.
The case for company unknown
Just last week I received a cold sales call. Unlike the other two calls, where the salespeople knew I had expressed in interest in their company and products, this guy had no idea who I was or if I was even remotely interested in what he was selling. The fact that this was a cold call is not a bad thing, but the way this gentleman handled the call was no bueno.
I picked up the phone and before I could finish saying “thank you for calling One Step Services” this guy launched into his sales speech. He didn’t even let me finish my greeting! Strike One.
He made no attempts to strike up a conversation with me. Not even something as simple as “hi how are you?” Strike two.
And finally, this guy was clearly reading from a script. While I completely understand having guidelines, in this day in age you aren’t going to impress anybody with a script. People want to do business with genuine people, not sales robots. Consumers want individualized messages that explain why a certain product or service is going to help them specifically, not the whole world. Plus, he was talking so fast I couldn’t get a word in edgewise. Strike three. I hung up the phone and moved on with my day.
So there you have it. Hopefully these three experiences will give you some guidance in how to conduct your own telemarketing calls or sales pitches. If you have any questions, write them in the comments below and I’d be happy to answer!
Photo taken from www.freedigitalphotos.net
I don’t know about you, but I need an extra dose of motivation this morning. The rain and gloom outside is making me lazy and I’d much rather be in bed reading a good book than sitting at my desk. Plus, my husband has the day off so I’m super jealous of that. But when I came in this morning, I found this great quote by Zig Ziglar.
I decided to follow the wise words of Mr. Ziglar and get my daily dose of motivation. I took a quick second and thought of three reasons why I need to work extra hard today.
- The holidays are coming up and our office will be closed for 2 weeks. I need work quickly to wrap up my end of the year projects.
- My coworkers are working hard, and some of them are even working hard while sick! If they are working hard, I should too.
- I need that pay check! Of course, there are many things besides money that I love about my job, but during this time of year money is always a huge motivation for me. Someone’s got to help Santa fulfill the wish lists of my nieces and nephews!
What about you? What is motivating you to work hard today?
The holiday season is in full swing and with it, lots and lots of holiday themed marketing. In the weeks leading up to black Friday, I browsed through my mail box and pulled out some advertisements that provide excellent direct mail marketing lessons.*
Here’s the cover of Target’s big toy catalog. A couple of things about this stick out. First off, the bright colors and glitter are sure to grab the attention of little ones making lists for Santa. The same color scheme is carried out throughout Target stores. When creating your mailing pieces, pay special attention to visual elements that will make them stick out amongst a sea of other holiday mailers.
Second, I like the fact that they created an entire mailing piece dedicated to a specific type of product. Of course, Target sells lots of different products but most people are in the market for toys during the holiday season. When creating your holiday mailing pieces, think about your products and services that are most relevant to the holiday season and make them the focus of your content.
Lastly, the timing of piece was perfect. It came out about 2 weeks before Black Friday, giving kids plenty of time to make their lists and parents plenty of time to map out their route to get the best deals and (hopefully) avoid being trampled. When creating your holiday mailing pieces, make sure you send them out in a timely manner. Our customer service reps can guide you in creating a timeline so your pieces are seen at a time that makes them relevant.
On the back of the mailer, Target put a $5 off card that you can easily pull off and stick in your wallet. They did the exact same thing last year, which I remember because I threw it away thinking “I don’t have kids, I’m not going to spend $50 on toys.” Well, it turns out that 7 biological nieces and nephews and 5 honorary nieces and nephews require a lot more than $50 worth of presents. I’ll be saving that card this year, for sure. When creating your holiday mailing pieces, consider consistency. If you did something that worked last year, do it again this year.
Unlike Target, Costco didn’t do much to change their mailer for the holiday season. This is right in line with their brand, which doesn’t change for the holidays. Yes, they sell a lot of holiday products, but they don’t decorate their wharehouses or use any sort of holiday gimmicks to increase business. They simply continue to offer excellent service and important bulk products at a great price. When creating your direct mail marketing piece, stay true to your brand. Both Target’s and Costco’s marketing pieces are effective because they are a true reflection of the company brands.
I feel that most of the text on this FrontGate mailer is hard to read. However, they made sure their “free shipping” message stood out, which is great. When creating your direct mail marketing pieces, find a visual way to bring attention to the message you think is most important to your recipients.
The back of this mailing piece is much better than the front. I love the fact that they highlight one product, which I’m assuming is a very popular product. They show a big beautiful picture and even include a testimonial which gives the product credibility. Plus, if you read the description, you’ll find descriptions of similar products as well as pages where those products can be found. This entices the recipient to go a step further and actually open the catalog, which takes her a step closer to making a purchase. When creating your holiday advertisements, use high quality photos to show off your products. Also, consider using testimonials. It’s a great way to make your company stand out from others and it gives you instant credibility.
Well that’s all that’s in my mailbox this week. What’s in yours? Tell us about any interesting direct mail pieces you receive in the comments below. Or take a picture and post it to our Facebook page.
*Please Note: One Step Services does not endorse any of these companies, nor do these companiees endorse One Step Services. One Step Services did not design, print or mail any of these pieces. However, photos of these pieces were taken by One Step Services. We are simply commenting on these direct mail advertisements and do not claim any of them as our intellectual property.
With only two months left in 2012, small business owners and independent contractors are creating business and marketing plans to improve their business in 2013. During this process, many are considering updating their business brands. Updating can be a tricky thing. You want your brand to stay consistent so you build recognition and trust. However, there may be specific things about your brand that are preventing further business growth.
Your target audience has changed.
Take a good hard look at your biggest client demographic and ask yourself “Does my brand still connect with these people?” Perhaps your original brand was targeted to people living in the beach cities, but you’ve expanded your business and want to market to people living in inland cities as well. Or maybe you started out by marketing to the middle class but now you’re working with more high-end patrons. If your clientele has changed, it’s time for your brand to change as well.
Your brand is outdated.
Designs go in and out of style like the tides. Perhaps your brand was created to reflect a very specific taste for a very specific time period. You may notice now that the brand simply isn’t grabbing the attention of new customers. If that’s the case, it may be time to slightly modernize the brand. Even something as simple as a slight logo, color or font change will give your brand a fresh, new look while still retaining the properties that make it recognizable and loved by current clients.
Your brand simply isn’t working.
Perhaps your brand is just a few months or years old, but it simply isn’t working for your company. Perhaps it’s not connecting with your target audience, not clearly communicating what kind of business your running, or it’s creating an unforeseen negative emotional connection. Conduct market research to pinpoint exactly why your brand isn’t working, then work to change those elements.
If you decide it is time to change your brand, give us a call! We’ll help you identify why your brand isn’t working and revise it so that it successfully carries you through 2013 and beyond. Call us at 949-587-5301 or email firstname.lastname@example.org.
UPDATE: Found this great article about famous brands who have successfully changed and upgraded their logos throughout the years http://weburbanist.com/2011/02/09/rad-rebranding-how-10-famous-logos-have-changed-over-time/
Here at One Step Services, we love referrals! It’s the number one way we grow our marketing business. To show our appreciation for referrals, we are offering all of our clients a $25 credit for simply referring their friends and coworkers.
How does it work? Simply tell your friends and coworkers about One Step Services and give them our contact information. When they come in for a branding appointment and hire us to create a brand and printed materials for them, you’ll receive a $25 credit good towards your next print marketing order.*
We are also offering a $25 credit for our clients who want to update their own business brand. Come in between now and January 31st to get a brand redesign and order printed pieces with the new design, and we’ll give you a $25 credit to use on your next print purchase.*
*Restrictions apply. Credit can only be used for printing fees, not graphic design or mailing fees. Referrals must hire us to design a brand for them AND order at least one printed product (business card, post card, flyer, etc) in order for you to receive the referral reward credit. Call us at 949-587-5301 with further questions.
A special “thank you” to our clients, readers and followers who have served in the armed forces to protect our freedoms. And a huge “thank you” to the families who have stood strong on the home front while their loved ones are overseas. We are eternally grateful.