There is a need for niche marketing. One of the most successful methods of niche marketing is direct mail marketing. Niche marketing is not used frequently enough today. We are always looking at the big picture and how we can reach the masses. What about the smaller groups who are well-defined specifically for a certain category?
Today, Ginny Gorman wrote a fantastic post about how to connect with your local businesses by helping them with the thought of creating a target marketing campaign. Target marketing is marketing to a specific group of people who may have interest in the entity that is being marketed. It’s niche marketing.
This works well for real estate agents with any type of listing. We just listed the last lot in a subdivision, and I’m mailing a postcard to everyone in that subdivision and in the surrounding area to dig for a lead.
Someone in the subdivision may want to stay in that subdivision but build a larger, custom home; or they may know of someone who wants to live there. The next mailing will be sent to builders in the area.
Multi-family home listings can be targeted to those (existing investors) who currently own multi-family homes; or first time home buyers. Starter homes could be marketed to condo owners or folks who are renting. Ranch style homes can be marketed to baby boomers looking for one level living. High end housing could be marketed to owners of homes in a subdivision of lesser magnitude.
Direct mail marketing is a method that too many agents eliminate because of the cost. However, if one is targeting a small group of people (several hundred) the cost is minimal. Not only will you be marketing your product, but you may acquire more listings from your marketing. Direct mail marketing is a method of marketing that should not be eliminated. It’s very effective!!!
People talk, but everyone knows that!!