Dec 08, 2012
For real estate agents, direct mail can work wonders. If you’re a listing agent, it's an easy, affordable way to let people know about properties you're selling. If you’re a buyer’s agent, it can be a great way to stay top-of-mind with potential buyers. But with so many options available when it comes to designing a direct mail campaign, how do you decide which is best for you?
We suggest you begin by choosing between either Every Door Direct Mail (EDDM) or targeted mail. What's the difference? EDDM allows you to send a direct mail piece to every address in a targeted area at a single, low price. Targeted mail, on the other hand, involves mailing to a highly targeted list.
Both EDDM and targeted mail can both work well for real estate agents. Which is the right mailing solution for you depends on your needs. If you want to reach every address in a particular neighborhood, EDDM is an easy, affordable option – just 14.5 cents per piece to mail. If your goal is to connect with a more exclusive list of prospective buyers or sellers, then a targeted campaign could be the best choice.
EDDM for an ongoing direct mail campaign
Jill is a real estate agent who works exclusively in just a couple of neighborhoods in her mid-sized city. In order to boost her name recognition – and ultimately get more listings and sales – she decided on an ongoing direct mail campaign. Since her goal was to reach as many people as possible in her targeted neighborhoods, she chose EDDM.
Jill went online to Click2Mail.com and selected a 6.5” x 9” large postcard mailer. She browsed through our many templates, and selected one that allowed her to advertise an upcoming open house. She customized the template with her own information, ordered the postcards, and had them sent directly to the post office for delivery in the zip codes she'd selected. It couldn't have been easier!
Jill also realized that just one direct mail piece wasn't going to get her the results she wanted. So, she made direct mail with EDDM a regular part of her marketing efforts, sending out postcards advertising open houses, just-listed properties, and even community events, at least once a month. Before long, Jill saw a noticeable uptick in calls from prospective sellers, and she's committed to direct mail for the foreseeable future.
An invite to an exclusive open house
Tom has a few properties that he's trying to sell in a luxury condo building. He knows that the units aren't for everyone, but that a certain type of buyer is likely to fall in love with them. To get the attention of those prospective buyers, he decided to create a highly targeted direct mail campaign.
First, Tom went to Click2Mail.com to purchase a list of potential buyers. He segmented his list by geography, income and age (since this was a building offering amenities likely to appeal to younger buyers). Then, he designed 5” x 8” postcard inviting recipients to attend an exclusive open house cocktail party at the building. To RSVP, recipients could call a number, or they could simply scan a QR code with their smartphone – an option likely to appeal to Tom's young, connected, and always-on-the-go target demographic.
Response to the mailer was excellent. More than 50 guests attended the party, and several expressed interest in the available units. Within a few weeks, Tom had two units in the building under contract. With that kind of success, Tom is committed to using a similar technique for other properties in the future.
The bottom line: Whether it's EDDM or targeted mailing, direct mail works for real estate agents. The key to success is knowing who you want to reach and what you want to achieve with your mailing.