Top 5 Reasons to Use Real Estate Direct Mail Marketing
Do you know Canadian house prices fell by 19% between February and November last year?
These falling rates can help realtors boost their business and meet prospective clients willing to buy or sell.
However, they need a unique and impactful marketing channel to get their message across. One such method is a real estate direct mail marketing program!
It allows firms to create personal relationships with their audience and make a broad difference in their client base. Also, this channel is tangible and memorable, helping them get ahead of their competitors.
Though effective, direct mailing comes with a challenge. Businesses must put effort into it and assemble a team of designers, planners, and managers to launch campaigns.
Fortunately, PostGrid’s direct mail automation solutions can help.
Automation can cut manual work and allow realtors to expect better outcomes.
This blog talks more about direct mail marketing real estate and how to conduct successful campaigns.
How Is Real Estate Direct Mail Marketing Helpful to Realtors?
Direct mail produces high results for the real estate market. It keeps realtors on the clients’ minds. Also, it is a tangible marketing channel that encourages prospects to choose a brand over its competitors.
Agents can form emotional bonds and boost brand visibility by sending direct mailers to existing and potential clients.
Also, direct mail marketing for real estate agents is excellent for grabbing clients’ attention. Businesses can create targeted recipient lists that express interest in the listed properties and contact realtors.
Here are more reasons a direct mail marketing strategy can work wonders:
Prove Credibility
Collecting local social evidence is helpful for real estate professionals. Agents can send custom postcards or letters that highlight their expertise. They can add client success stories and reviews to make people trust them.
Establish credibility by showcasing past achievements, like securing sales above market value or finding dream homes at budget prices.
A real estate direct mail marketing campaign is a canvas to portray these achievements and capture clients’ attention.
Provide Something Valuable to Attract Leads
Certain times of the year are notably busier for real estate marketers. Summer stands out as a significant period; families prefer not to uproot their children from school mid-year if they can avoid it.
Agents can benefit from these occasions by being proactive and planning their campaigns at the correct time. People seek to change houses or get offers on their properties at specific times of the year. Cracking this code can allow firms to get more business during busy seasons.
Home buying gains momentum in March, reaching its peak in June. Additionally, there’s a slight surge in August when families aim to settle before the new school year starts.
November also witnesses a substantial spike, providing families with an opportunity to move before the new year, allowing their kids to adjust during the winter break. This period benefits buyers due to potential time off and financial motivations for a year-end move.
Agents can rely on PostGrid’s automated mailing services to plan their direct mail marketing real estate campaigns. It allows them to accommodate the crucial times of the year and leverage every opportunity.
Agents Can Outsource Direct Mailing
Direct mail marketing services for real estate agents is among the best and most impactful methods to boost your business. One notable advantage is agents can use PostGrid’s direct mail API to automate all activities and cut manual effort.
Modern solutions, like ours, empower agencies to streamline efforts. It lets them focus on building connections with potential clients.
Agents can use PostGrid’s automated mailing solutions to use many advanced features, like action-based triggers, pre-built templates, custom printing options, and Canada Post secure mailing.
Our direct mail API integrates with popular platforms like HubSpot, Stripe, ActiveCampaign, Magento, Salesforce, and others. This integration ensures agents conduct well-coordinated campaigns and monitor their success closely.
Also Read: Best Direct Mail Marketing Companies
What Are the Steps to Create a Real Estate Direct Mail Marketing Campaign?
Launch your direct mail marketing real estate programs using the following steps:
Make Print Selections
Businesses can choose from B&W or colour printing. They can also select single-sided or dual-sided options based on their preferences.
PostGrid has partnered with many reputed printers nationally and internationally. Real estate firms can place print and mail orders for high-quality promotional materials hassle-free.
The print quality is always top-notch, ensuring the real estate direct mail marketing items impress the recipients.
Create the Real Estate Direct Mail Marketing Artwork
The mail design is the first thing recipients see. They might discard the postcard or letter if they think it is a spam message.
Thus, pay attention to the mailer designs.
Realtors can choose from PostGrid’s high-quality real estate direct mail marketing templates. They can tailor our professionally-built designs based on their needs and preferences. Also, add relevant images, fonts, and your brand logo.
Ensure your piece is visually appealing, with clear, concise text and compelling images. Include an upfront call to action, such as “Call us today to learn more” or “Visit our website to see our listings.”
Employ Mail Piece Personalization
Enhance engagement by personalizing your content.
Realtors can employ variable printing to include specific details like names and addresses. Also, they can personalize items based on the reader’s likes, dislikes, preferences, and requirements.
Also, they can tailor messages, CTAs, offers, and other elements to make every item unique.
Choose Whether You Want to Target People Based on Location or Relevance
Specify the target audience using our direct mail campaign dashboard. Upload a list of names and addresses or define parameters for targeting, such as homeowners, first-time homebuyers, or real estate investors.
Or compile mailing lists using PostGrid based on demographics, like age, gender, income, profession, and location. It helps reach the right audience for direct mail marketing real estate investors.
Use PostGrid’s Print and Mail Services
Partner with a trusted service provider like PostGrid For a seamless campaign execution. We handle everything on your behalf, from printing and mailing to tracking and reporting.
Also, we offer advanced features like address verification, real-time tracking, metadata tagging, and others. They ensure your real estate direct mail marketing efforts are successful.
Also Read: Top 10 Best Real Estate CRM
Types of Real Estate Mailing Lists
When agents plan their real estate direct mail marketing campaigns – they should focus on specific target groups to maximize their efforts. Here are some key categories to consider:
- Vacant and Absentee Owners: These are homeowners living out of state or country. It indicates potential detachment from the property, primarily if nobody lives there. Contacting these owners can unlock new opportunities to convert prospective clients.
- Inherited Properties: Owners might not want these places and sell them at a discount to divest the asset. Find these lists to get more clients and improve your revenue.
- High Equity and Absentee Owners: Owners with substantial home equity who live far away might be open to selling below market value. Help them avoid managing the property remotely.
- Tenants: Some people who rent apartments might want to buy a house. Thus, reaching out to them with the best deals can initiate successful business for realtors. Agents can create or obtain such custom lists using PostGrid and get themselves ahead of competitors.
- Tax Delinquent Owners: Homeowners behind on property taxes may want to sell to prevent further penalties. Use real estate direct mail marketing to connect with them and close profitable business deals.
- Expired Listings: These are properties that nobody bought after a set duration. The owners might be more willing to negotiate the rates post-expiry.
- Empty Nesters: Older homeowners without children often contemplate downsizing, making them potential sellers.
- Pre-Foreclosure Owners: Homeowners facing pre-foreclosure might sell to avoid formal proceedings, primarily if they have equity in their homes.
Also Read: Direct Mail for Small BusinessWhat Should Agents Add to Their Real Estate Direct Mail Marketing Items
Firms should include the following elements to conduct successful mailing campaigns:
- Your Scope of Services: Include maps to showcase your service area. It helps potential clients visualize your reach and the localities the agency covers.
- Agent Information: Add brand details when implementing direct mail marketing for real estate firms. Introduce a representative or agent with a headshot and contact details.
- Creative and Engaging Messages: Valuable and engaging content is the secret to effective direct mail marketing for real estate agents. The words agents choose matter because they are the first thing prospects see and read.
Here is a sample letter you can use:
Dear James,
I am Katherine Roberts, a real estate agent with ABC Company. Our office is just down the street from your residential property. We have noticed the house has been vacant for many months, and couldn’t help but write to you.
Are you interested in selling this place? We have many buyers lined up looking for properties in this area. We can fetch you the highest rates and get you a profitable deal.
Do give me a call at XXXX XXXX if we can talk further on this subject.
Your neighborhood realtor,
Kathy McFerns
[Signature]
- Desirable Homes in the Area: Describe the features and benefits of the most attractive properties in your market. It allows prospects to learn the property types you deal with and gives them a better idea of what to expect.
- Open Houses: Promote upcoming open houses in the area by sending invites via direct mail real estate marketing items. Encourage prospects to visit and experience the properties in person.
- Exciting Offers: Add compelling offers to your real estate direct mail marketing mailers. Offer a free consultation, loan application help, market analysis, or other valuable services. These elements bridge the gap between a brand and its audience, enticing people to associate with your firm.
- Achievements: Discussing the properties you helped buy or sell recently can help prospects trust you. Also, such transparency lets you highlight your expertise and inform people that you have been working in the industry for a long time.
Also Read: Reach vs. Frequency in Direct Mail Campaigns
Top Tips to Conduct Better Real Estate Direct Mail Marketing Campaigns
Marketers constantly compete with one another regarding attracting the most qualified leads.
The same applies in the real estate industry, primarily because more players are entering the market daily.
Here are valuable tips to improve direct mail marketing for real estate agents and get a higher ROI on mailings:
Plan Everything
Know the audience and note your strengths and weaknesses. Develop plans to launch campaigns to connect with clients and get them to respond to the CTA!
Imagine you want to launch a marketing campaign to request referrals from past or existing clients. You can send small-sized postcards saying a ‘thank-you’ for working with you with a note asking readers to refer your brand to others.
It is an excellent idea to use real estate direct mail marketing to get more clients and strengthen existing relationships.
Know Your Audience
Answer questions like “What do your target prospects prefer,” or “Where do they live.” This information can help agents understand how to contact them and convert potential clients.
Adding real estate direct mail marketing to the mix can help realtors contact people 1:1. However, developing the correct mailing list can make a broad difference.
Fortunately, PostGrid can help businesses create custom mailing lists based on age, income level, location, profession, and other factors.
Create a Schedule
Ask your mail recipients to complete the CTA within a specific time. You can create urgency by adding the last dates to respond. Or highlight that you are holding the listed properties only for a short period.
Use PostGrid’s Direct Mail API
Agents can use our dashboard, API, or automation software to conduct direct mail marketing real estate investors programs.
Our API allows them to add direct mailing features to their current CRMs. Thus, they can save time by automatically fetching and using the necessary details for mail creation.
However, they can rely on our dashboard for quick online mailings. We ensure clients get the best features at the lowest possible rates.
Personalize Your Mail Items for Better Responses
Custom mail items get better response rates because they make people feel special. They reflect that the brand went out of its way to send them something personal.
Generic mailers do the opposite. They highlight that companies produced mailers in bulk and sent them to all prospects. Though cost-effective and quick, people might see it as a bad move.
How Can PostGrid Help With Your Real Estate Direct Mail Marketing Plans?
PostGrid’s all-inclusive services allow businesses to step up their marketing game. Our automated postal API lets them send marketing, compliance, and other communications.
Here are some of our best features:
Variable data printing: Since custom mailers do better than generic ones, we offer variable data printing to help realtors send unique items. They can impress their audience and win trust by sending messages that best resonate with their needs.
API integrations: Our seamless integration capabilities can empower agents to craft targeted, high-impact direct mail campaigns within their existing workflows.
Customizable templates: PostGrid offers many PDF and HTML templates to let agents create artwork within minutes. They can add their logo, brand name, contact information, and other details to customize the designs based on their preferences.
Detailed campaign insights: Our real estate direct mail marketing solutions allow businesses to access timely and in-depth analytics. Thus, they can learn how well their campaigns did and improve upcoming programs.
Request a demo to see how PostGrid can assist you with creating high-quality real estate direct mail marketing items!
