Real estate direct mail embodies what direct mail is all about: presenting a friendly, neighborhood image of your brand. Since most agencies rely on their local, niche markets for business, there’s truly no better way to connect with your customers than by establishing your brand in their home.
Real estate agents are increasingly tapping into social media and digital marketing, but good old-fashioned direct mail shouldn’t be forgotten.
Consider putting these five ideas for real estate direct mail to work for you:
Congratulate New Homeowners
Did you just make a sale? Welcome your new homeowners to the neighborhood! You’ve spent plenty of time with your clients in helping them find their dream home. Sending a final postcard is your last chance to make an impression.
Bonus! Let their neighbors know you just sold a home in their neighborhood. A “Just Sold” postcard can draw real attention from those wanting to know the latest neighborhood info.
Have your Real Estate Direct Mail Include a Useful Gift
The problem with the majority of direct mail is that it’s tossed quickly after your recipient reads it. This means you only have a few seconds to make a strong impression.
Including a branded gift, such as a magnet, pen, or letter opener, means your agency’s brand may remain in their home or office much longer than your postcard or letter will.
The trick here is choosing a gift they’ll want to hang onto. Opt for something functional that solves a problem or need as opposed to something consumable, like a notepad. Your gift will continue to create top of mind awareness for as long as your recipient uses it.
Get to the Point Quickly
In real estate direct mail, simplicity is key. You don’t need a lavish design or a long paragraph explaining your intentions. Remember, your primary goal is to capture attention, and you usually only have a moment of their attention to do so.
Stick with a simple, bold design that tells them everything they need to know, such as “We Buy Houses – Any Condition” or “Sell Your Home Fast – Call Today for Details”. True, it’s not very creative, but creativity isn’t synonymous with effectiveness.
Use a Well-Known Local Landmark to Get Their Attention
Stock photography is on the way out, according to the Content Marketing Institute. As a Realtor, it sounds intuitive to use an image of your own listings or sales, but using an image of a local landmark gives your audience a better chance of recognizing it.
Seeing an image they’ve seen dozens of times in real life lets them know your mailer isn’t just one of the thousands of others filling mailboxes across the country, but rather something special just for them.
Design Your Real Estate Direct Mail to Answer Who, What, and Why
Who are you? What do you do? Why should your audience care?
These answers are really all your direct mail needs, with that last question being the most important. The why should be your primary focus, with secondary emphasis on what you do. Keep this hierarchy in mind when allocating space in your mailer.
For more tips on how to get the most out of your next direct mail campaign, visit our blog.