![]() When you mail to your neighborhood, you are intending to brand yourself as a real estate expert – so the focus of your content should speak to your real estate expertise. People want to know if the real estate market in their area is on the cusp of an upward trend, or if there’s an influx of families because of new construction. The best choices for delivering a good amount of quality content are newsletters, publications, or magazines with at least four pages. Non-promotional content that educates and informs can be appealing if it affects the reader at the local level. Content must be engaging and relevant, addressing the needs and desires of the local market: for example, few people in considering listing their Allentown, Pennsylvania home care to read about how a a quarter point rate hike affects the national housing market. Getting listings with direct mail is about first leveraging the power of direct mail to showcase your expertise. That said, delivering nothing but “I Just Sold This” postcards or irrelevant newsletters will reflect poorly on your service. The reason for this success could be that digital technology has reduced the amount of marketing materials that find their way into people’s mailboxes as a result, marketers that still use direct mail are seeing more bang for their buck. According to the Data & Marketing Association, direct mail showed a response rate of 3.7 percent for house lists, while all digital channels combined yielded a response rate of only 0.62 percent. Research shows that direct mail is far more effective than other marketing tactics. Content is Key to Getting Listings with Direct Mail Here are three keys to success for direct mail in real estate. Of course, direct mail is only an effective strategy in the hands of an experienced realtor: when it comes to direct mail campaigns, quality content, consistency, and expert knowledge of the local community are what counts. In fact, direct mail consistently outperforms all digital marketing channels by nearly an astounding 600 percent, according to the Direct Marketing Association Response Rate Report published last year. Despite being one of the most traditional marketing techniques, is still a formidable weapon in a savvy realtor’s arsenal. ![]() ![]() Getting listings with direct mail is easier than many real estate agents think. ![]()
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