Sending a message through physical mail creates a sense of personal belongingness to the recipient. That is why there are people who love to get something through old-school mail despite the convenience and popularity of email. 

While not many industries today use direct mail marketing, this technique of getting your personal brand out to people can still be effective for real estate agents. The success of this marketing technique lies in giving out the right message to the right prospects. 

Reason Agents Should Use Direct Mail Marketing

Direct mail creates higher chances for real estate agents to reach out to a high number of prospective clients in their local area. Not only that, but they can also connect with homeowners who are selling their properties from whatever part of the country. 

Having the reputation of a “local expert” is an advantage to potential clients. Just the fact that they will notice your name and work always being mentioned within the local real estate circle is already a plus point that will boost your standing as an expert in the particular real estate market you are operating. 

Cost of Direct Mail Marketing

Direct mail is not an expensive marketing strategy. The design, copy, printing, and postage are factors that go into the cost of direct mail marketing. Get the services of a copywriter and designer if you can afford it and want to save time. Nowadays, you can spend around $100 to $400 for a copywriter and around $100 to $150 for a designer. 

Then, get the mail printed, which can generate a cost depending on several factors, such as the size, quantity, paper quality, page numbers, and color. The printing cost typically ranges from $.50 to $2.00 for each piece. It is advisable to look for a trusted printer and assess the cost before choosing one. 

When it comes to mailing lists, you can find them through connections with former clients, building them through public records, and trading with other businesses. If you cannot create mailing lists through those means, you can pay $.20 to $.30 per record. 

Lastly, consider the postage cost, which may vary based on how many items you are sending, the weight per piece, and the current postage rates. Today, you can spend around $.25 to $2.00 for each piece. You can prefer postcards because you can save money due to their size. 

How to Make Your Direct Mail Marketing Effective

Keep these tips in mind if you want to improve the way you do your direct mail marketing. 

• Study the Local Real Estate Market. Potential clients will choose agents who have a good grasp of the local market, especially the crucial data about real estate properties in the local area. 

• Have a Good Timing. There are specific seasons when folks are going to purchase or sell properties. Understanding this particular aspect of the local market can help you time your direct mail marketing work to reach those prospective clients at the right time. 

• Be Creative. Include something in your direct mail that can make the recipients happy. For instance, a booklet with important real estate information is something that they can find useful. You can also include a calendar or stationery in your direct mail. Indeed, there are other things you can incorporate in your direct emails. 

• Apply a Sense of Urgency to the Recipients. You can write your mail content in a way that highlights seasonal or limited-time opportunities. When you create a sense of urgency, the recipients of your direct emails can be motivated to act, and it can be an advantage for you. 

Target Audience Whom to Send Your Direct Mails

It is crucial to determine who is your target audience and ensure your message is crafted particularly for them. For example, if you sell luxury homes, send your direct emails to families in the high-income bracket. Moreover, consider these groups of folks for your direct mail marketing strategy. 

• Absentee property owners, such as landlords, investors, heirs, and those who own homes but are not using them as their primary residence. 

• Expired listings are also a source of potential leads. So, send direct emails to sellers of expired listings. 

• People facing foreclosures are an excellent group to send your emails to because they are easier to convert into your clients. After all, you can help them avoid foreclosure. 

• Tax-delinquent homeowners can also be your potential clients since they might want to sell their properties before the local government forces a tax sale. 

Endnote

Direct mail marketing can be an effective strategy to make known your personal brand as a real estate agent. Understand its importance to real estate agents, the costs it entails, and how it works. Be guided by this blog article if you want to include direct mail in your real estate marketing strategy.