Direct Mail Marketing

By
Real Estate Broker/Owner with Dove Realty

Direct mail marketing is somewhat of a mystery to me.  I've never found a piece that produces results, and I'm on a mission to do just that.  Are our peeps just too worn out on junk mail and junk email and information overload from everything they are bombarded with each day by mail, email, tv, radio, etc?  I would love to find a way to change it up a bit and make it stand out from the crowd of junk they are getting. 

I've learned a lot from Michael Russer about target marketing, so I know that is important when designing a marketing piece and message.   

I would love to get some feedback on what type of direct mail marketing pieces produce results for you all out there, ie a certain type of postcard, newsletter, mail service, etc.  I have tried many things and haven't gotten much return on investment from them other than staying in front of my sphere and target market.  But I would love to find a great marketing message that makes the phone ring or drives prospects and clients to my website. 

I've never gotten a good response from Just Listed or Just Sold cards or flyers or Free Home Valuation cards. 

I've tried the Home By Design Magazine, which was expensive and no results that I can measure from it, although some people were impressed with it.

I think they like the refrigerator magnet/calendars I send out each year for Christmas. 

This has probably been the bane of my real estate career, trying to figure out what to mail out each month, each year.  If you've used something that worked well for you, maybe you could share that with me?!

 

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Rainer
135,448
Melody Botting
Melody Botting Real Estate Network - The Colony, TX
I have gotten responses from my just listed and sold postcards.  (Not many but some).  Other than that I rarely do mass mailings.  I mail personalized cards and relevant material to clients of whom I want to stay in touch with.  I learned a lot from Brian Buffini.  It works for me.
Apr 30, 2008 09:12 AM #1
Rainmaker
162,126
Lorinda Ward
Keffer Realty - Norfolk, VA
Serving, Hampton Roads Virginia. Norfolk, Chesapeake, Va Beach
I don't do mass mailing as much as they say we should because of the fact in my case I have not received any clients from them, a few calls yes but nothing that stick.  I will keep sending out just listed and just sold because we never know.
Apr 30, 2008 09:19 AM #2
Rainmaker
189,079
Herb Hamilton
RE/MAX Preferred Inc. Realtors - Portland, OR
Real Estate Broker ,CDPE, Downtown Portland

Melody,

You know I have tried finding the right combination for years. Every once in a while I am shocked when someone actually responds. Measuring those results I would suspect would be very hard. Unless of course you were giving away a free car, then I suspect that you may have a lot of takers for that.

With the advent of the internet making most information readily availlable to those with a computer and some free time, response advertising is almost dead.

Perhaps we should have a brainstorm about this subject to see what we can come up with.

Apr 30, 2008 09:23 AM #3
Anonymous
Anonymous
Anonymous

I have had good success with my expired listing letter.  I send out the cover letter with a designed "Get It Sold" flyer, my personal marketing brochure and my business card.  I started out this year with 15 listings and my goal is to maintain 40 listings by December.  Well, I already have 33 listings so I'm well on my way to reaching my goal. 

I had a personal marketing brochure designed by Hobbs/Herder.  It cost a lot of money to have it produced but it has been a good marketing piece for me, so I include it with my just listed/just sold letters, expired listing letters and my general farm.  I'll be glad to email you a copy.

One thing... I doubt you'll find anything marketable that will generate over a 5% return on anything.  That's just a fact.

Apr 30, 2008 09:42 AM #4
Rainer
6,773
Sarah Berger
R.J. Smith Realty/Real Estate Solutions - Ellenville, NY
We do a few different mailings to our farming areas and than we also do just listed and just sold postcards.  We get a few calls here and there, but not many. It is also a good tool to get listing though.  You are able to demonstrate how you will promote their home
Apr 30, 2008 10:35 AM #5
Anonymous
Anonymous
Anonymous

Agents should provide data the consumer can use, not recipes and reminders to change clocks.  The most important thing in direct mail is stamina.  Mailing to a target group for one month isn't going to get you anything.  Mailing them quality information for 12 months WILL produce results.

May 01, 2008 11:35 AM #6
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Rainer
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Sherine Price

CRS, GRI, CHMS
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