While it is the digital age, traditional marketing strategies such as direct mail not only continue to exist, but also often are a more logical choice for specific niches. Real estate marketing is a perfect example of where direct mail promotions help to establish stronger client-agency rapport than any number of digital correspondences ever would. Here are a few concentrated ideas to help you improve your strategy for real estate direct mail marketing.
Call to action is better than plain information
Do not fill up your marketing mails with plain information about your agency, and your experience. The mail should not be about you, it should be about your clients. So fill up the copy with what you can provide for your clients and then include a clear call to action so your clients know what the next step is once they have read the mail and decide to move forward.
Editing is vital
Even if it is just a direct mail to your clients and not a national publication, it is still one of the most vital pieces of publications for your agency. So, give it the proper respect it deserves. Edit carefully for any grammatical, typographical or detail oriented errors before you send it to your clients.
Your design should match your target audience group
It is important to analyze your target audience group before you start designing your Real estate direct mail marketing campaigns. If your target audience is of the age group of 20-30, they will not be attracted to the same design elements as that of a senior citizen audience group. Make sure that design elements also match perfectly with the brand colors and the message of your agency so that your clients associate the campaign to your agencys credibility.
Adjust your mailing frequency to drive your message home
Sending a short one-piece message just one time might not cut it for a competitive niche such as Real estate. You need to push through stronger messages and at a higher frequency to help your clients adjust to your message faster. You can also consider sending in multi-piece packets of information with your direct mail campaign. However, find the line between sending messages enough time to be on your clients radar and harassing them to the point they cancel their subscription.
Always check on postage details for your mail campaigns
The foundation of a strong direct mail marketing campaign lies at handling the postage details. Determine a budget and then choose the class of postage that best suits your budget. If you want to use third class or standard variation of postage, your design should be such that it is considered a letter and not a flat. You should also check whether you have included the correct mark of postage, which shows to your clients that you have paid the postage on the mail. If you are using first-class mail, this is all the more important to ensure your target audience knows how vested you are on your direct mail campaigns.