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HOW AND WHY AGENTS SHOULD PERSONALIZE THEIR DIRECT MAIL MARKETING STRATEGY MARKETING STRATEGY MARKETING STRATEGY

Only an estimated 5% of real estate customers find their agents online, which means that the other 95% of the market relies on other platforms to find the best agents. Direct mail marketing for real estate provides a fantastic strategy, as USPS reports that 81% of people still scan and read their mail each day. However, creating professional-level direct mail is only the first step. You also need to let customers know what makes you different from other real estate agents vying for their attention. In other words, you need to help yourself stand out from the crowd and give customers a reason to contact you when they want to buy or sell a home. Creating personalized direct mail marketing pieces is an excellent way to accomplish this goal and build
your personal brand as the local real estate agent. This can help you open the doors to communication and build your brand as a trusted local agent. Why Does Personalization Matter?

WHY DOES PERSONALIZATION MATTER?

Surprised businesswoman looking at laptop pc, astonished woman with shocked face and open mouth.

As many as 90% of U.S. consumers report that receiving personalized marketing messages is either somewhat or very appealing. Customers want to know that the companies reaching out to them have their best interests at heart. They do not want to receive a mindless sales pitch that does not take into account their unique needs or pain points. In the real estate world, experiences are highly individualized. Selling or buying a home can vary tremendously from neighborhood to neighborhood. Therefore, those considering hiring a real estate agent want to make sure that their agent understands the unique needs of their home. They know that insight into the neighborhood can help agents tap into trends and get them the best price. Personalization tells the customer you are not sending the exact same direct mail marketing piece to
everyone on your list, but that you actually understand their needs in their neighborhood — which will hopefully grab their attention. It also tells the customer what level of service they can expect from you if they work with you.

HOW TO BUILD PERSONALIZATION INTO YOUR DIRECT MAIL MARKETING PIECES

We will walk you through a few key ideas to keep in mind so that you can create personalized mail marketing pieces that your customers will appreciate.

CREATE A DIRECT MAIL PIECE THAT COMMUNICATES YOUR ATTENTION AND CONSIDERATION

The high-quality of your direct mail piece should be the first thing that catches the recipient’s attention. You want to use a professional design and high-quality printing so that your attention to detail and expertise are immediately apparent. Next, the information on your direct mail marketing pieces should provide immediate value to your customers. This means writing content that applies to their specific neighborhood. Demonstrating that you have done your research about their unique market will help you catch their eye. When that information is then paired with your professional photography, you will help establish yourself as memorable and begin to create the type of positive associations you’ll need to establish yourself as the local neighborhood expert.

BECOME THE NEIGHBORHOOD EXPERT

The National Association of REALTORS™ (NAR) found that an incredible 78% of homeowners report that they would use a neighborhood expert if there was one, or if they even knew who it was. The direct mail marketing pieces you create provide you with the opportunity to assume that role. To become the neighborhood expert, you must know this particular market extremely well and know how to communicate that information to potential customers. You should regularly compile information on your targeted neighborhoods, which comes together to form your local real estate market report. Including some of this valuable information with your direct mail marketing pieces, and letting people know that you have your fingers on the pulse of their local market, can go a long way in demonstrating your value as the go-to agent in their area. Let them know the trends that impact housing prices in their area and clue them into good times to buy or sell. This will help you quickly engage those who have been thinking about making a change and give them the encouragement they need to make the leap.

WRAP UP YOUR POSTCARD WITH AN EASY WAY TO GET IN TOUCH WITH YOU

A personalized, highly relevant call to action will encourage recipients to get in touch with you. Make it easy for them to contact you, such as including both an email address and a phone number — providing them with multiple ways to contact you will help ensure that they’ll be able to conveniently do so.

DIRECT MAIL CAN POWER YOUR REAL ESTATE BUSINESS

As a real estate agent, you need to attract the attention of potential clients and let them know that you are the local neighborhood expert they need to get in touch with. If you want to create highly personalized direct mail pieces that will grab the attention of potential clients in the markets you’re targeting, contact REAL Marketing at 858.879.0819 to learn more about maximizing your direct mail marketing for real

LOCAL EXPERTS LOVE THESE PRODUCTS

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$1 AUTOMATED MARKET REPORTS

This will be completely turnkey for you. This means you’ll only need to approve the initial design and first mailing! Each month after that these will be prepared with new data and sent for you at the same time every month.

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CUSTOM MARKET REPORTS

BECOME THE DOMINANT FORCE in your community. By presenting homeowners with quality and relevant information, we position you as the hyper-local expert. The impact is immediate — your marketing and professionalism showcased.

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PERSONAL SPHERES

Whether you are just starting out or have an established brand, the Personal Sphere is a great piece to maintain your personal connection to clients, friends, and family. Our Personal Spheres can be selected as a one-time mailing or be developed as a year-long marketing campaign.

WHY FARM WITH US?

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Over 10.5 Million Pieces Mailed Annually
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30+ Years of Expierence
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In 47 States and 6 Provinces Across Canada
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Currently Serving Over 1700 Clients
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