We all know the feeling of a full mailbox. The mystery of what has arrived inspires a feeling of anticipation. So many pieces of correspondence, but is there something interesting in there?
Research suggests that a majority of consumers feel positively about receiving direct mail marketing. As a real estate professional designing a direct mail marketing campaign, put yourself in that potential client’s shoes and make your real estate branding worth grabbing their attention. Make your marketing worthy of staying out of the recycle bin and in the hands of interested consumers, helping you generate hot real estate leads.
When you’re designing your real estate marketing, here are some things to consider:
Look the Part
Over 300 million pieces of mail are processed daily by the United States Postal Service. That is a lot of content, and it’s easy for your real estate direct mail marketing materials to get lost in the noise.
Making sure you’re seen and heard can seem like an impossible task, but don’t worry, there are a lot of design options to help you stand out. Choices like size, paper type, color scheme, and overall layout can all work together to grab your reader’s attention and help them retain your message.
Size and Shape
Standard mail pieces are easily stacked and, therefore, easier to get lost in the shuffle of mail delivery. An irregularly sized mailer will help set your real estate marketing apart from your competitors, drawing your future client’s eye. For example, oversized pieces boast the highest response rate in mailed marketing, which is good to keep in mind for your real estate direct mail marketing. Stray from the norm and deliver something unexpected to help keep your direct mail piece in the hands of your target customer and out of the trash.
Paper and Coating
People are tactile, and harnessing the power of touch can be a useful strategy for making a unique mailer for your real estate marketing leads. The quality of paper you use can say a lot about your real estate brand. A thicker paper stock can give the impression of finer quality, while coating options like high-gloss, soft touch, and matte will upgrade your piece even more.
Design and Color
Given the choice between a real estate marketing mailer sporting a clean, vibrant design with a well-placed pop of color or a basic, dull mailer with too much writing, which one are you more likely to look at, keep, or show your friends and family? Your design and color choices are some of the first impressions potential clients have of you as a real estate professional – make sure they’re unique, stylish, and attention-grabbing.
Messaging
You’re off to a great start! You’ve got your real estate marketing mailer all designed and now you just need to decide what to say. Simple, right? There’s a lot to think about in terms of your messaging. Here’s how to get started:
Simplify
You only have a few precious moments of your audience’s time to grab their attention. Make those seconds count by simplifying your message into shorter, powerful headlines and clean, to-the-point copy. Concise messaging is the best way for your audience to hear what you have to say.
Contact
Clients love relevant messaging. Warm leads turn into clients when your messaging resonates with your audience. Don’t worry – you won’t have to individually write out a message to each of your marketing recipients, but you can utilize data tools like OnSuite to send your marketing to the right people and find relevant information to include in your messaging. This will help your recipient read your message and encourage them to contact you or visit your website.
Visibility
Speaking of contact, make sure your contact information is easy to find on your mailer. Having to hunt for some way to get in touch with you could cost you your audience’s attention and valuable leads. Direct mail can improve your potential real estate client’s ability to recall your brand by up to 75%. Clients want to find you; don’t put any more obstacles in their way.
Smart Data
Your mailer is all finished! Now, there’s just the simple matter of who should receive your real estate marketing materials. There are a lot of people out there. Should they all get one? While this question might seem overwhelming, the solution is pretty simple – smart data.
When you incorporate demographic data and recent purchases into your marketing distribution decisions, you can vastly increase the return on investment from your mailers. This data is seamlessly incorporated into your workflow with OnSuite and will help you decide your address lists for the best marketing campaign performance.
Direct mail is proven to be highly effective as a marketing tool. It receives the highest ROI across all marketing mediums. There’s no better way to introduce yourself as a real estate professional to prospective clients. The time is now to start your next campaign!
