Some agents believe that direct mail is overdone and too many of their competitors are doing it so they don’t…would you usually let your competitors just have your instructions?
Direct mail has been around in the estate agency industry for years, despite the recent shift in marketing through online channels, physical mail is one of the most tried yet true forms of marketing proven to work for agencies year on year.
Royal Mail’s recent performance analysis found that consumers engage with a mind-blowing 95% of direct mail, with 87% of consumers agreeing that mail is ‘believable’ and reliable, we know perception of estate agents can often be the opposite, so direct mail should be a key consideration for estate agencies.
💡Did you know? Direct mail is the most responsive advertising medium, with 60% of consumers ever responding.
Let’s take a look at some of the Spectre clients smashing it with direct mail.
Single Branch Agency - Bedfordshire
- Using Spectre for 2 Years.
- 216 Instructions Generated.
- Property value £67,312,345.
- Fee Value £841,404
6 Branch Agency - Kent
- Using Spectre for 3 Years.
- 895 Instructions Generated.
- Property value £261,624,303.
- Fee Value £3,270,304
10+ Branch Agency - Middlesex
- Using Spectre for 3 Years.
- 843 Instructions Generated.
- Property value £494,672,895.
- Fee Value £6,183,411
As you can see, not only are the returns huge, but direct mail works for single branch agencies right through to large multi-branches. Still not convinced?
Cutting through the noise
These days, vendors are increasingly bombarded with online advertisements. Amid this noise, direct mail offers a tangible and personal touch that captures attention.
By sending well-designed, targeted mail directly to potential clients, estate agents can create a memorable impression that digital ads often have to work a lot harder to achieve. Using direct mail as part of a wider marketing strategy to compliment your estate agency’s online presence can grow your share of the market and give you the edge on your competitors.
Not only that but research suggests we each receive 121 emails a day, of these emails we open less than 20% compared to the average 2 pieces of direct mail with an astonishing 90% open rate, leaving direct mail off your marketing plan might be one to re-think.
Enhanced personalisation and targeting
Getting the edge on your competitors is all about relating to vendors better than they can.
Direct mail allows for a high level of personalisation, enabling estate agents to tailor messages specifically to the vendor. By leveraging data on demographics, property preferences, and past interactions, agents can craft compelling offers and information that resonate with potential sellers.
This targeted approach increases the likelihood of engagement and conversion. Using Spectre’s data, we found the success rates of direct mail when agents addressed the homeowner by name, instead of using a generic greeting such as “dear homeowner”, increased campaign effectiveness by 59%.
Higher engagement rates
Statistics consistently show that direct mail boasts higher engagement rates, 94% engagement in some way, compared to digital marketing channels. Recipients are more likely to open and read physical mail, particularly when it is well-designed and relevant to their needs.
Direct mail also has a better brand recall by recipients boasting a 75% recall rate vs emails 44%, meaning its by far the stand out tactic for off-market prospecting.
This increased engagement can lead to more enquiries and, ultimately, more property instructions.
Building trust and credibility
As we touched on, physical mail can help build trust and credibility in a way that digital communication sometimes struggles to achieve. A well-crafted direct mail piece can convey professionalism and reliability, qualities that are particularly important in the property market.
Estate agents who invest in quality direct mail campaigns demonstrate a commitment to their clients, which can foster long-term relationships.
Measurable results
One of the misconceptions about direct mail is that it is difficult to track.
However, with the right tools and strategies, estate agents can effectively measure the success of their direct mail campaigns. At Spectre, reporting success clearly through easy-to-use dashboards and reports is at the forefront of our platform, giving estate agency owners and agents valuable, real-time insights into campaign performance.
Cost-effective marketing
Contrary to popular belief, direct mail can be a cost-effective marketing tactic. When carefully planned and executed, direct mail campaigns can provide a substantial return on investment.
By targeting specific segments of your audience and utilising bulk mailing discounts, estate agents can manage costs while achieving significant impact.
The introduction of AI and the propensity to sell model within Spectre, adds an additional layer of targeting, maximising your ROI by 300% on average.
Integrating direct mail with digital marketing
For maximum impact, estate agents should consider integrating direct mail campaigns with their wider digital marketing efforts.
A cohesive strategy that combines the strengths of both online and offline marketing can amplify reach and effectiveness.
For instance, a direct mail piece could use a QR code to drive recipients to a personalised landing page or interesting content for the vendor, creating a seamless offline-to-online experience.
With our Insights integration with Spectre, agents can even create QR codes that can send vendors straight to instant property valuations or branded property reports, adding that additional edge to your competitors.
Embrace direct mail
Direct mail remains a powerful tool for UK estate agents. By cutting through the digital noise, offering personalised and targeted communication, and building trust and credibility, direct mail can enhance your marketing mix significantly.
When combined with wider digital marketing strategies, it provides a comprehensive approach that drives engagement and delivers measurable results. Estate agents who harness the power of direct mail will be well-positioned to thrive in the competitive UK property market.
For more insights on how Spectre can help you integrate direct mail into your marketing strategy, book a demo with one of our team today.
