In real estate, direct mail works. You are likely to have not only seen it in action, but have probably received direct mail from a real estate agent. A real estate agent is likely to send a postcard, magnet, or other pieces of collateral to your home. Whereas a mortgage broker or real estate investor might send a letter outlining a specific offer.
There are many reasons why direct mail is so well suited to the real estate industry, including:
A Local Connection With Potential Clients
When it comes to real estate, one of the prime considerations is locality. Buyers and sellers want to work with people that are local market experts, because people understand that zip codes, towns, even certain streets can have a huge impact on the value of a property.
By using hyper-targeted direct mail, you can demonstrate that you really know what’s going on in a geography, whether you’re a marketer, investor or agent. Buyers want to work with a real estate agent or firm that knows the market. Knowing the market can help them to hone in on the right neighborhood, find better deals, Familiarity with a specific market is often at the top of the list.
By that same token, homeowners that are looking to sell are looking for a real estate agent that knows the area. They want someone that knows what homes go for and can inch out every bit of value possible from the sale. Others may want to work with someone that can deliver on a tight timeline. Locality and knowledge of local markets is often the most important trait that a realtor can possess in the mind of a client. Direct mail ensures that you are able to connect with prospects within the market that you serve.
Ability to Automate Direct Mail
One of the upsides of modern direct mail marketing campaigns is that they can often be automated. This means that you’ll spend less time and be able to connect with more potential prospects.
Automation means less time spent on building, printing, or mailing the campaigns yourself. It frees your time so that you can focus on growing your business and building closer personal relationships with prospects and clients.
There are certain times of the year that are busier for real estate marketers than others.
Summer is huge. Families don’t want to pack their kids up and move them to a new school in the middle of the year if they can help it. Home buying really starts to picks up in March and builds to its height in June. Then, the industry will experience another small spike in August as families look to get settled in before the new school year.
There will also be a large spike in November as this is just before the new year. This is an opportune time for families to move to minimize the impact on kids, who can settle into a new school after winter break. Buyers are also more likely to have a week or two off at the end of the year. There may also be financial or tax-related reasons to make a move at the end of the year as well.
What does this mean for real estate marketer? Well these are the certain times of the year present huge opportunities and should be taken full advantage of. Now it should be noted that you shouldn’t wait until these peak months to start sending out direct mail, you should actually start a few months early. You should be making connections with prospects in the months leading up to when the actual move will take place. Someone that moves in June is likely to start their search for a real estate agent or home early, like in January or February.
Finding a way to deliver collateral and messaging consistently to stay top-of-mind with prospective clients is critical for capitalizing on the spike in moves that we see during the Christmas season and summer months.
At Dynamicard create professional-looking mailers, complete with your own logo. We feature high-value content to get the best reach possible for prospective clients. Our mailers are fully customizable and allow you to connect with your community. This customization makes our mailers even more informative and effective. The possibilities are endless! Mailers can advertise new membership services, provide coupons or even show off new facilities! Direct Mail Marketing is a powerful way to build and maintain your client base.
If you’d like to find out more information about how your business can benefit from direct mailer, or if you have any additional questions you’d like to discuss with someone in a bit more detail, please don’t delay – contact us today.