Direct Mail Marketing....It's A Numbers Game That Makes The Phone Ring

By
Managing Real Estate Broker with RE/MAX Executive Realty

After receiving an email from an ActiveRainer mentioning that she's thinking about how to increase the number of listings in her inventory, I decided it was time to revisit direct mail marketing and share my success with this method of making the phone ring with listing calls.  I've been consistently doing direct mail marketing for decades.  I mail over 7,000 postcards once every month.  My cards have a different theme every month, but they offer the same service of "Free Market Analysis."

It's always a very simple card, easy to read with the same layout and the same font but with a different theme.  There's always an action statement, and my phone continually rings with potential listings.  I refer all of the listing calls to my team members.  During the first visit to future listing, quite often they are told by the sellers that they have been receiving my cards for years and now the time has come to take us up on our offer of a Free Market Analysis.  Well, isn't that just what I wanted???   Absolutely!!  That's the result of consistent marketing. 

The longer I consistently mail postcards, the more consistently the telephone rings.  I started many years ago with a data base of 1,000 names, then it increased to 3,000 names.  Now I mail to all of the single family homes in the entire town of Franklin, MA.  The cards are at the post office at the end of the month, and the calls begin coming in a few days later and continue throughout the next month.   There is enough business from my mailings to keep three agents busy all year.  We maintain an inventory of resale listings from 20 to 25 listings at all times.  As they sell, they are continually replaced with new inventory.

It's not free, but if you start with a database of 1,000 names, it's not financially painful.  In my opinion, it's an investment in yourself and your business.  It's more painful to sit idly waiting for business to find you.  It's up to you to make that first move and start marketing yourself to improve your business.  You need to do something to make the phone ring with listing calls and direct mail is a method that has worked successfully for decades for many service related professions.  It's a proven method to finding listings.  There are other methods of prospecting for listings, but they cannot reach the number of homes that direct mail accomplishes.

 

 

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Topic:
Real Estate Sales and Marketing
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direct mail marketing to find listings

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Rainmaker
1,932,036
Barbara Todaro
"New Franklin MA Homes"
RE/MAX Executive Realty

Lottie....and I'm sure those folks look forward to that newsletter now....you should increase the database.....

June 12, 2010 09:47 AM
Rainmaker
1,932,036
Barbara Todaro
"New Franklin MA Homes"
RE/MAX Executive Realty

Deborah.....I love desk calendars....I have people who ask me to send them 2 every year....one for home and one for their office....I buy the calendars with the small boxes so they can write in info....builders love them.

June 12, 2010 09:49 AM
Rainer
28,424
Akali D.
FHA Loans -- FHA Mortgages -- TropicalStateMortgage.com
Tropical State Mortgage (TropicalStateMortgage.com)

Three Decades?!  Geesh, you are a true marketing guru and you deserve all the success you have.  Thank you for sharing such an encouraging success story.

June 12, 2010 09:52 AM
Rainmaker
1,932,036
Barbara Todaro
"New Franklin MA Homes"
RE/MAX Executive Realty

Akali....now you know I'm old!!!!!

June 12, 2010 09:55 AM
Rainmaker
1,385,710
Roger D. Mucci
Lets shake things up at your home today!
Shaken...with a Twist 216.633.2092

And there you have it!  You had a stategy and it worked, good for you.  Sounds like you share that "determination" with my Mom.

Always great to hear a success story Barbara, you have many, keep 'em coming!

June 12, 2010 10:27 AM
Rainmaker
1,932,036
Barbara Todaro
"New Franklin MA Homes"
RE/MAX Executive Realty

thanks, Roger.....is your mother home yet???  hope all is well.

June 12, 2010 10:32 AM
Anonymous #28
Anonymous
Anonymous

Hi Barbara, thank you for sharing your statistics on your direct marketing plan.  Repetitive consistency seems to work well as people get familiar with your name over and over again.  They know who to go to when selling a home.  The length of time you've been doing it exhuberates experience and reliability.

June 12, 2010 10:43 AM
Rainer
109,890
Jenna Dixon
Assoc Broker, NW Metro Atlanta
DRA Homes (Atlanta, GA)

Barbara,  Find what works and KEEP DOING IT.  Seems simple enough yet seldom happens.  I started with direct mail back in the 2004 and still do it today.  I have a large database, but cannot afford to do it every month.  So, I rotate...half one month, half the next, lather rinse repeat.  I have been doing it so long that people know to expect something every other month.

June 12, 2010 11:07 AM
Rainmaker
1,932,036
Barbara Todaro
"New Franklin MA Homes"
RE/MAX Executive Realty

Tamara.....time period matters, for sure.....consistency makes it work.....

June 12, 2010 11:11 AM
Rainmaker
1,932,036
Barbara Todaro
"New Franklin MA Homes"
RE/MAX Executive Realty

Jenna......that's a great track record.....and people do expect to get it consistently.....

June 12, 2010 11:12 AM
Rainmaker
318,653
Sara Homan
Realtor, Homes, Farms & 55+
Coldwell Banker Ellison Realty 352-209-4044

Barbara,  I am a bit skeptical about jumping back into that boat just yet but I do believe the time is approaching once the foreclosure flood abates.

June 12, 2010 01:59 PM
Rainmaker
1,932,036
Barbara Todaro
"New Franklin MA Homes"
RE/MAX Executive Realty

Sara.....we get calls occasionally from people who are potential short sales....we set them up with an attorney who specializes in short sales and we list the property.....we have one we're closing on next month.....we have only had a few short sales.....our area has not been hit like yours.....not even a fraction of yours.

June 12, 2010 02:08 PM
Ambassador
496,075
Donna Bigda
Greater New Haven CT Real Estate
RE/MAX Alliance

Barbara - I have to agree that consistency is the key.  I have done this on a much smaller scale with postcards targeting condo complexes in my market area and could always count on it making the phone ring. 

June 12, 2010 04:34 PM
Rainmaker
1,932,036
Barbara Todaro
"New Franklin MA Homes"
RE/MAX Executive Realty

Donna.....yes, if you do it consistently, you can count on it making the phone ring.....so many don't understand that it doesn't happen overnight....but it will happen.

June 12, 2010 04:49 PM
Rainmaker
714,035
Jackie Connelly-Fornuff
Century 21 AA Lindenhurst NY
Long Island NY Real Estate Agent

Always stick with what works. Direct mail marketing, when done right, works. I've been working on a postcard for a few condo and co-op developments. I will send them every month and will not stop. Will be interesting to see the results.

June 13, 2010 07:01 AM
Rainmaker
1,932,036
Barbara Todaro
"New Franklin MA Homes"
RE/MAX Executive Realty

Jackie....if you do it consistently every month, it will work and your phone will ring.....good luck with it....make sure it's a direct statement and a very clean, non cluttered postcard.....less is better.

June 13, 2010 08:04 AM
Rainmaker
213,018
Tom Bailey
Crystal Coast Realty & Home Services, LLC

Barbara, If you say it I believe it. You have given me some info before but if you sent Loreena some detailed info if you do not mind I would like a copy of the same info. Thanks Tom

June 15, 2010 11:34 PM
Rainmaker
1,932,036
Barbara Todaro
"New Franklin MA Homes"
RE/MAX Executive Realty

Tom....I'll email you the same info that I emailed to Loreena....

June 16, 2010 02:32 AM
Rainmaker
494,751
Lora "Leah" Stern 914-772-4528
Real Estate Salesperson
Coldwell Banker, 170 N Main Street, New City NY 10956

Barbara - Ditto for me, could you email me ca copy too?

August 03, 2010 10:42 PM
Rainmaker
1,932,036
Barbara Todaro
"New Franklin MA Homes"
RE/MAX Executive Realty

yes, Leah, I will....

August 04, 2010 02:01 AM
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Rainmaker
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Barbara Todaro

"New Franklin MA Homes"
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