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7 Reasons why direct mail is working, and effective ideas on how to best increase engagement.

Are you sending direct mail? Are you sending the right message?

In recent months, there have been many success stories from my clients, made through direct mail. While social media dominates most marketing campaigns, direct mail marketing, if carried out in the right manner, can certainly lead to successful connections, new enquiry and leads.

In this short blog, I am going to share the most immediate reasons why you should take up this traditional form of marketing again, if you want to become the agent of choice more often.

For those already sharing direct mail, this post will help strengthen your conviction, and at the end of this post, you will find a link to a template that will ensure you are ticking all of the right boxes.

Like anything, you will need to be consistent and persistent in your approach. This will help you gain traction, build momentum and help you make your mark.

Here are my 7 most immediate reasons you should implement a direct mail marketing campaign immediately, and see the results for yourself:

  1. More people are working from home They are going to their letterboxes more often, and are more receptive to messages.

  2. Real estate marketing is localised You are able to directly target your BDA, and become known in the area.

  3. Direct mail is tangible People may not want to connect with you now, but they may put your flyer aside for when they feel ready to engage.

  4. Local community newspapers are become obsolete Share interesting information about local events, and keep people up-to-date with community news, and they will tune in.

  5. Baby Boomers and Traditionalists are less likely to engage online Traditionalists may either not be on social media, or unlikely to opt-in to lead magnets. They are more likely to respond to a flyer.

  6. You can enhance brand perception If you share the right message, you can enhance brand perception instantly and leave a lasting impression.

  7. You need to cover all bases Simply relying on one marketing avenue will see you miss opportunities, you’ve got to be in it to win it!

So, with this list, I hope you can put all excuses aside and power on. Here are some more tips to help you save time and money and increase your ROI.

Be organised so that you save time, money and energy. Choosing 6 ideas and repeating them 4 times (6 x 4000 flyers) will be more cost-effective than choosing 12 ideas and repeating 2 times (12 x 2000 flyers). Ordering individually as you go along is not advisable because you are constantly thinking, what next? Once you have your 24,000 flyers, you will be set to go for the entire year. No more thinking or ordering, just a commitment to deliver every 2 weeks.

Employing a personal walker as a part of your team. Consider his to be an investment and make sure you pay them well and include a bonus for them as an incentive if you receive a listing.

It is a tough gig and if your walker feels appreciated, they may not only refer you to their family and friends, they will make sure every single one of your flyers distributed with hope and a smile.

If I was an agent, I would even include my walker in my business meetings and treat them as though they were an integral part of my team. Think of the money you save by ordering once a year, in bulk, and spend this money making sure they will be delivered.

Here are some MUST DO’s when it comes to sharing your message.

Make sure your profile image is recent and you are happy with it. Update your profile if it is more than 2 years old. There is nothing more falsifying if you think you are meeting someone and it looks like their mother or father has shown up. If you need a new profile image, contact me for recommendations.

Include a statement, vision or quote that shows your values. This should be personal to you. By placing this text next to your image, you will reveal your most intrinsic value. An example may be “When you love what you do it is not hard to go the extra mile.” Repeat on all of your marketing collateral and include your email signature.

Be seen to be giving back. If you are contributing, it not only shows you care, potential clients may like the opportunity to work with you and feel like they are also helping to create change. The REAL ESTATE FOR GOOD initiative has been designed to help you share your give-back in your marketing campaign. Click here to read more.

All of these considerations will help you send the right message to potential clients.

It is all about keeping your marketing relational in order to be most effective and aligning strongly with consumer values. You will also be more likely to complete your prospecting tasks for the entire year as well as show you are a respectful, hardworking agent, dominant in your area and an expert in the field.

Did you find these tips helpful? Have any of these activities prompted you to act?

Will you be adding some new tasks to your to do list?

Please feel free to request access to my Positive Prospecting Facebook Group here, where we share helpful ideas, tips and strategies to help you increase engagement and inspire you along the way.

Julia Dyer, creative marketing strategist, and social change influencer is here to help ‘star quality’ real estate agents prospect more effectively so they can list and sell more homes. She is the author of Positive Prospecting - 7 steps to attract new enquiry and become the agent of choice more often.

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