How Real Estate Agents Can Increase Their Clients Using Direct Mail Campaigns

Once you get a realtor license, there will be many different marketing strategies to consider in order to increase your clients base.  But with so many options, where should you start?  Consider launching a targeted direct mail campaign. This can be done by mailing postcards to a particular group or community you would like to receive more business from.

Sending postcards to clients is not a new real estate marketing concept. In fact, it is one of the most tried-true advertising methods that can yield positive results.  And there’s more good news concerning this method – postcard production and distribution is fairly easy and low-cost!

Ready to get started, but not sure how? Consider these three helpful tips to help your postcards stand out from the competition and attract worthwhile business:

1. Create a customized message that’s specific to the group/community you are targeting.

What is the mindset of the audience you are targeting? For example, if you want to increase your client base in a particular community, introduce yourself and include stats on homes you’ve successfully sold in their community backed by testimonials.

Another example could be targeting a community known as “starter homes” which means growing families looking for more room, good schools and more.  You could offer this group a free school report to contact you.  Here are some other important things to consider when creating a message targeting a specific group/community:

• What’s in it for them?
• What’s going through the minds of people in your target group?
• Are they interested about what is happening to property values in their neighborhood?
• Does your message relay that your knowledge/background will best serve their needs?

Most professionals who hold a real estate license find that they can develop high-impact messages if they understand the needs/desires of the client base they are targeting.  However, if you need assistance in coming up with an effective ideas, talk it over with colleagues, clients, friends and online via social media sites.   

2. Pay attention to the postcard design.

To create an effective postcard, consider incorporating these design elements:

1. Include your photo
2. Include images of properties you’ve sold and for sale in the area you are targeting
3. Be consistent with the colors, layout and fonts – important for branding
4. Your targeted message; be mindful of excessive verbiage that swallows up your intended message
5. Call to action – tell your audience what to do next (call you, log on to your Web site, etc)

3. Monitor your results.

In order to understand whether or not your postcard campaign was successful, you will need to measure your results. Some people will respond within days of receiving an effective mailer.  You may also receive increased web site registrations or visits, phone calls, requests for information – and best of all – gain a new client!

Of course, not every campaign will yield the results you’re looking for.  The idea is to track the elements of the postcard, including messages and offers, and repeat them in future direct mail campaigns to the communities where they work.

Also, evaluate the return on your investment.  Successful postcard campaigns return a minimum of four times the cost.

4.  Maintain your frequency.

If you only send out one or two direct mail campaigns, your efforts could easily lose steam.  You want to be the real estate agent your prospects think of when they, or family or friend, needs real estate services.  Frequently sending postcards with effective messages that hit the pain points, goals and /or interests of your prospects year-round will help your direct mail campaigns attract the attention of those valuable potential clients.

Allied Schools is a nationally accredited online school offers career training for real estate agent, real estate broker, real estate appraiser,  home inspector, and property management.