Direct mail marketing is one method of marketing that is a proven method of producing new leads. It’s a method of prospecting for new business that works. If one has never participated in direct mail marketing, it requires some research in our marketplace.
I’ve been promoting direct mail marketing to everyone in my office. I’ve been participating in this method of marketing for decades, and it’s worked very successfully for me. It provides new listings for my team members every month, and it’s a wonderful system for niche marketing. I use it continually to search for buyers for our active adult communities.
The first step in determining where to mail is to do an analysis of your marketplace. The area with the greatest turnover will be a fine choice. Select a subdivision and create a database of names and addresses in that community of several hundred residents. Minimally, five hundred postcards should be mailed and increased as business begins to fall into place.
The postcard should be clean and not cluttered with information. The more white background, the easier it will be to catch their eye and read it for a few seconds, and that’s all the time it will receive. If the card is “busy and jammed with information” no one will read it. A simple message of Free Market Analysis or Free Home Evaluation at the top of the card in large letters works nicely. It’s simple and direct. There is no question about the meaning of the postcard. It’s clearly dispayed.
It’s very important to test all of the methods of marketing to determine which method works best in your area. Do not assume that if direct mail marketing did not work for a co-worker, it will not work for you. That’s a mistake, and a very expensive mistake. There are many factors that will result in no calls, and the most common factor is the improperly designed card.
Direct mail marketing is a fantastic way to make the phone ring. Do it consistently, and you’ll benefit from it. Test it before you eliminate it.
