Wondering about whether a specific marketing tactic is still useful or not is a valid question. It happens for marketers in every industry at one time or another when they hit the wall using time tested techniques.
Real estate marketing experts try every strategy around, especially digital ones. However, some of them have yet to explore the world of direct mail. If they’re wondering if that tactic is dead or not, recent work by WisePelican answers in the negative. Based on their results, it’s sufficient to say that direct mail marketing is very much alive, especially in the real estate sector.
Direct Mail Marketing Eliminates Waste
The primary advantage for a real estate professional using direct mail is that it eliminates waste from the campaign. With strict geographic targeting, the offer goes to people who can use it and no one else. Digital marketing also offers relatively precise targeting, but it’s not on the same par as mail. When a real estate agent pays for a direct mail piece, it will go only to people in the designated area.
Solve Your Most Common Real Estate Marketing Issues
Direct mail solves several crucial marketing issues. It allows you to target specific people at a reasonable price, providing a way to repeat the message. Without repetition, it’s unlikely to work as effectively. Some real estate firms saw as much as a boost of 20% in their closes, thanks to employing this proven strategy. It’s not surprising because it helps real estate companies build a brand in a straightforward and lasting manner.
Many of your best customers will come from a tightly defined geographic area. The ability to target them to provide high-quality content is a plus. Can direct mail deliver this type of engagement and appeal? There’s little doubt. Today’s printing and mail pieces are very eye-catching and support every kind of format. It depends on your objectives, but creating genuinely appealing pieces is no longer challenging.
Expand Past Digital Marketing
If you’re sticking with the digital side of real estate marketing only, you’re missing out on the advantages of direct mail. Think of adding these types of campaigns as ancillary to your digital efforts, and you, too, will experience a higher closing rate. Conversions go up when the same people see your ads repeatedly. A well-crafted direct mail piece might be the single element to get one of them to take action.
Digital is also getting more expensive as every business flocks to the arena. It’s not uncommon for individual bidders to pay more than $20 per click using AdWords. Prices that high are bound to have people looking for alternatives, and direct mail is one worth exploring. Not only that, but digital promises to soar in price in the coming years, whereas direct mail marketing will not experience the same sharp rise.
Take Your Brand to the Next Level
It’s a crucial time for real estate marketing as each company does it’s best to stand out. Branding remains a hugely important task, and direct mail pieces do a fantastic job of promoting brands. You can tell your story directly to people in the neighborhood, which will convince them to choose you for their next home sale. There’s no reason to waste cash marketing to a disinterested audience. Find the people who are most likely to buy and spend your budget marketing to them exclusively.
Real estate is a competitive industry, but professionals with the right tools always succeed. It’s time to combine your multichannel efforts into a cohesive strategy that includes direct mail. Mail is the finishing touch that will catapult your marketing so that your ideal prospects take notice.
A beautiful thing about this type of marketing is that you don’t have to overcommit. Find a company that provides realistic minimum order sizes, and you’ll find that the cost of each mailer is very reasonable. Start with a small campaign, but to repeat it a few times. It’s with repetition that the magic happens. People begin to notice your brand and look for more mailers, especially when they’re high-quality. Put in the necessary effort to produce top-quality information and mail, and you’ll see this avenue is ripe for the taking.
About The Author
Dan Taylor
Dan is responsible for content marketing and branding at GuestPostBlogging. He writes about topics related to startup naming, branding and entrepreneurship.
