From Mailbox to Market: Selling Homes with Direct Mail

Well, spring is finally here, since I’m starting to see “For Sale” signs popping up on lawns like daffodils.

That’s right, in spite of the current uncertain economy out there - or maybe because of it, as my buddy Tim put it last weekend. He and his wife are planning to meet with real estate agents for the first time in decades, so we talked a little about marketing. 

They’ve already received some postcards, and of course, I’m more than partial to mail (big surprise). It’s a great way to engage prospects. But there’s a lot of factors they should consider. I don’t know much about where they live now, for one thing. Every market is different.

I’ve seen a lot of real estate mail in my career so far. So I jotted down a few best real estate mail practices that can help convince sellers and buyers that they’re in the right hands at a critical time.

Marketing Basics

These are things you should always get right that shows you understand how to make an impact. So look for:

• Strong headlines and subheads that capture attention and build interest
  
• Property descriptions and images that engage emotions
  
• An unmissable call-to-action (CTA) and trackable response mechanism, such as a QR code, phone number, etc.

Also, use A/B testing for different designs or offers. And look at campaign performance reports for guidance of future mailings. 

Targeting & Reach

The best target audience is not “everyone”.  Instead, use mailing lists segmented by demographics, income, etc. Think about who wants a home and where they are, so that people can look for:

• Type of home (luxury; townhome, etc.)
  
• Location, location, location (what’s in the neighborhood and nearby)

Here’s how to go next level: include custom maps as part of a “market report” in a mail piece. If you can personalize the mail piece or based on one or more of these factors, you’ll make it more likely that your mailer will get the attention of an interested buyer.

Branding & Design

Quality is very important when you’re trying to stand out in someone’s mailbox. And although there are templates specifically designed for real estate marketing, look for:

• Consistent branding elements (colors, logos, etc.)
• Clean layout with white space
• High-resolution images
• Professional high-quality printing 

Buyers judge your home the same way. So if an agent markets themselves well, they’re more likely to present their home well, and treat its listing with care.

Consistency Counts

Good marketing is strategic and persistent. Multiple impressions are needed to stand out. So look for:

• Regular mailings that align with seasonal timing and market trends
  
• Different types of mailers and content based on segmenting consumers in different stages of buying or selling

Consistently producing strong marketing wins testimonials from satisfied customers, and builds trust and credibility in your services.

Overall, the point here is that people in this vertical are judged by the mail that you create and send. So think of yourself as a strategic partner instead of a vendor. And always focus on how you communicate value!

The preceding content was provided by a contributor unaffiliated with Printing Impressions. The views expressed within may not directly reflect the thoughts or opinions of the staff of Printing Impressions.