If you’re running direct mail campaigns in 2024 and not seeing ROI in the 100s then this mini guide is for you. We’ll go through best practice, new technology and ideas to increase your results.
Does your campaign relate to the current state of the market?
For example, ensuring your content doesn’t refer to outdated events such as past lockdowns or irrelevant holiday themes, not sending an Easter campaign at the end of May feels an obvious thing to say, but it's an easy one to miss if left unattended.
You may want to consider topics that will peak the vendors interest using current events and trends that could affect the housing market like elections or mortgage rate changes.
We know that relevant, timely collateral resonates best with the audience so think about what’s topical for your next campaign and regularly review this to ensure it still is at the time of sending.
Does your campaign relate to the vendor receiving it?
Are they on or off market and does the copy speak to that?
On-market vendors mostly care about 3 things: that their property sells, sells quickly and for the best price possible.
Whereas off-market vendors care more about your expertise, informative content such as local market stats and your reputation.
The personal touch.
One big thing to remember when personalising your direct mail campaign is to address the homeowner by their name, rather than just saying "Dear Homeowner."
Using names like "Dear Mr. Smith" or "Dear Ms. Johnson" makes the recipient feel appreciated and respected. By personalising your greeting, you're more likely to grab their attention, it builds trust and makes a better connection.
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Location is everything.
Does the imagery on your collateral resonate with the audience? For example if you’re an agent based in London, using stock imagery of a rural countryside cottage encouraging the vendor to sell with your agency probably won’t catch their eye.
Think about your market, is it City? Town? Village? And use imagery to match.
Setting your agency apart.
Try and think outside of the box, standing out from your competitors in your local market is key and repeating or copying existing direct mails means wasted spend. Use inspiration by all means, but make sure you’re always trying to think of new direct mail campaigns to stand out.
For example, If you are an independent agency and you have a large competitor, focus on what makes your agency different? Family owned? Operated in the area for years? Differentiate your agency wherever possible.
First impressions count.
When sending direct mail it’s key to ensure the first to the last communication with your estate agency is quality. Anti-embarrassment features prevent mistakes, such as sending mail to deceased individuals or duplicating mailings to the same recipient. This helps maintain a professional image and avoids negative impressions.
Also ensure you use high-quality materials that reflect your agency’s professionalism. High-quality letterheads and other marketing materials create a positive impression and build trust with recipients.
💡Did you know? All Spectre letters are printed on 120gsm letterhead quality paper with no barcodes, mailmarks or codes so your letter looks professional and authentic!
Regularly stay top-of-mind.
Regular and strategic mailing is key to a successful direct mail campaign. Maintain a regular mailing schedule to keep your agency top of mind.
Reviewing when you last sent letters to a property and maintaining a consistent outreach can significantly boost your campaign’s effectiveness. This regular communication keeps your agency in the minds of potential clients, increasing the likelihood that they will think of you when they need real estate services.
What defines success?
Defining and measuring success is essential for any direct mail campaign. Set realistic expectations and understand that success may take time and vary by campaign stage. Define what success means for your agency, whether it’s ROI, the number of phone calls received, leads generated, or covering subscription costs.
Track relevant key performance indicators (KPIs) consistently to refine your strategy.
KPIs to consider include response rate, conversion rate, return on investment (ROI), cost per lead, customer lifetime value (CLV), mailing list accuracy, and engagement metrics. These metrics provide valuable insights into your campaign’s performance and help make informed decisions to enhance its effectiveness.
Enhance your direct mail campaigns with these key tips and transform them into powerful tools that capture attention and convert leads into clients. For a more detailed guide with in-depth strategies, download your copy!
