In order to be successful with direct mail marketing, you need to be consistent. If you find yourself low on funds, you may be tempted to skip a mailing. DON’T! This will lead to inconsistency and loss of the momentum you’ve already gained. Instead, consider cutting costs with these tactics.
- Convert color postcards to black and white. You can convert one side or both. Many people choose to just convert the back to black and white, since most of the card is taken up by text and address anyways. At One Step, this one change will save you about 8 cents a card. You can also convert both sides to black and white to save even more. Just be aware that some of the design may be compromised once the color is taken out. If possible, tell your designer ahead of time that you want the postcard to be able to print well in black and white so that they can design accordingly.
- Check for quantity discounts. At One Step Services, we offer discounts for 500+, 1000+, 1500+, 2000+. In some cases, ordering more will actually save you money. For example, if you are ordering 475 full color 8.5×5.5 postcards, you’ll actually save about $10 if you bump your order up to 500.
- Clean your mailing lists. It’s a waste of money to send a mailer to bad addresses. A bad address is any address that doesn’t fit into your target market. For example, if you are a real estate agent looking for listings, you won’t want to send the postcard to renters. You also don’t want to send to people who have asked to be taken off your list, or to addresses that are undeliverable. Regularly clean your list to make sure you aren’t wasting money.
- Order smaller postcards. At One Step Services, we have a lot of different postcard sizes. If you need to trim your budget, consider going with a smaller postcard, especially for mailers who’s main job is to simply build brand awareness and trust. For example, perhaps you go with an 8.5×5.5 postcard for your mailings about community events and testimonials, but go back to your 10.5×5.5 for your Just Listed card so that you draw extra attention to it.
Don’t let a tight budget keep you from doing your marketing. The more you put your name out there, the more business you’ll get. Call our friendly customer service reps at 949-587-5301 or email firstname.lastname@example.org to discuss specific ways to cut costs on your next mailing.
One popular marketing strategy in real estate marketing is use of the agent photo. Agents put their photos on business cards, post cards, door hangers and signs. This builds familiarity amongst the residents they market to. It also brings a very personal touch to the marketing pieces. It sends the message “Hi! My name is Bob. I’m friendly, honest and excited to help you buy or sell a home.” The wrong picture, however, can send the wrong message. An unprofessional picture sends this message “What up? I’m Bob. I just rolled out of bed and will probably be late to our first meeting.”
Don’t invest a bunch of money on a beautifully designed printed piece and then ruin the message with a bad agent photo. Here are four tips for choosing a fantastic head shot:
Keep It Professional– Look at the background of your picture. Does it show you at a party with a bar and your drunken uncle in the background? What about your attire? Are you sporting a button up shirt or a skimpy tank top? Everything in your picture needs to give an air of professionalism. Keep your backgrounds simple and neutral. Locations make great photo settings, as do studio backdrops or lightly colored walls. As for attire, make sure it’s modest and professional.
Keep it About You– Don’t include friends, family or pets in your photo. The whole point of an agent photo is for people to become familiar with your face, not someone else’s. (There may be some exceptions to this. For example, if you want to send a family photo Christmas card or your pet is a significant part of your business and brand.) Also, don’t try to crop people out of your photo, especially if they are touching you in anyway. People can always tell when another person has been cropped out, so it’s best to get a photo taken with just you in it.
Keep it Current– The whole point of a photo is to get people familiar with your face so they will recognize you. If you’re using a photo from 20 years ago, chances are that when people see you in person, they aren’t going to realize it’s the “you” from the photo! Update your picture every other year or so to keep it current.
Keep it Touched Up– We suggest having a professional take your photos for you. One reason for this is that a photographer can touch up your photos by reducing red eye, adjusting shadows and correcting blemishes. A good photographer will make touch ups that make the photo look more professional but don’t drastically change your natural look.
Do you know of any good head shot photographers? How about some great places to take pictures? Share your tips in the comments below