Direct Mail Campaign
Direct mail campaigns WORK. The problem is that you
need to have some money to start out with. As real estate investors, especially
getting started this is usually the problem. But when you have some money saved
up direct mail can get people to call you! Post cards are
generally better than envelopes, but if you
use envelopes you should hand write everything. If you use envelopes, personalize the
envelope as it looks like is coming from a relative. DO NOT use labels and
always use a live USPS stamp. If you use postcards
, it is
OK to use labels as the objective is to have the reciepient read the postcard.
You can get postcards made from iPrint.com or PsPrint.com.
Now where do you get these
leads? Well, from a number of sources (which can also generate general
leads). You can get leads from the courthouse, local paper, list service
providers, MLS, probate court, there are tons of ways to get leads that would be
great candidates for a direct mail campaign.
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I wish even 10% of the direct marketing I received
was personalized. It's more like <1%, but I do admit to opening everything -
you never know when there's a rebate check or a dollar hiding in
your circulars!
WHY USE
DIRECT MAIL MARKETING?
It is expensive. It is a lot of
work. Cost per contact is higher than most any other advertising medium. So why
spend the time and money on Direct Mail Marketing? Because Direct Mail
Marketing works! Direct Mail Marketing Postcards and Letters
will increase your sales, and can make
you a great deal of money. I have seen it for many years. If you are good at
what you do and you want to grow your business, then tell the neighborhood!
DIRECT MAIL IS ON TARGET TO YOUR BEST PROSPECTS WITH A POWERFUL, PERSONAL
MESSAGE
A
Real Estate Agent mails 5,000 cards twice and sometimes three times a month (yes
— to the same people). They did $25 million in sales last year and attributes
70% to Direct Mail. A Gym/Fitness Facility mails 4 to 6 times a year with a
special discount sign up offer. They pay for the cost of the mailing 2 to 3
times over every time they mail. A Garden Center owner mailed coupons and
holiday open house invitations.
They had nearly a 4% response and generated 500 new
customers on a mailing of about 12,000 pieces. In May, his response rates soared
to 9% as everybody was buying flowers from him instead of going to the local big
box retailer. A Landscaper carefully picked 5 areas to mail that he was already
serving. They picked up 18 profitable new clients with one small mailing in
season. Neighborhood Mailing Lists are the most economical mailing option
available, and reach every home around.
Neighborhood Mailing Lists - This lists are
designed by postal carrier routes-- your postcard goes to an address in a
neighborhood. (This is why special postage discount
applies to this
mailing list.) You choose which neighborhoods you'd like to mail based on
region, yard size, and neighborhood economic data (mean income, amount of
home-owners, education level, etc).
Try mailing to the houses around
your Landscaping Territory, to connect with the people who drive past your
business every day. Its an affordable way to test your marketing message, while
saving hundreds of dollars on postage. Its all the mailing list you'd need for
many Marketing Campaigns.
The Neighborhood List is not as precisely targeted as a
Consumer Mailing List. If you want to reach someone more specific (only the
Gardeners in your area, for example), a more Targeted List may offer greater
returns on your investment. Neighborhood Lists also mail bulk mail, which means
a postcard takes a few weeks to reach a mailbox and is addressed to "RESIDENT"
or "OCCUPANT" as opposed to the occupant's name.
Consumer
Mailing Lists - This Mailing List allows you to zero in on
the people most interested in hearing about your latest Landscaping Special.
Each postcard will be printed with the Full Name of the Resident. First you
choose a region or regions of focus. From here there are three broad categories
that delimit the people you might mail your postcard to: demographic, economic,
and lifestyle information. You will want to reflect on who your clientele is
before you compose this list.
Demographic information by which you can delimit your list
includes gender, age, number of children, education level, age, occupation, and
more. If your product especially appeals to divorced, college-educated women, in
late-middle age, you can find them. Economic information by which you
can delimit your list includes income level, length and type of residence,
whether they're credit card users, and more.
If you want the addresses of all the millionaires in town, or all the
apartment renters, you can find them. Lifestyle information by which you can delimit your list
includes interest in the arbicycling, civic activity, foreign travel, pets, car
ownership, wildlife, and, of course, gardening. This is a very powerful factor
in creating a mailing list of precisely those people more interested in your
message.
• Increase profits
• Create traffic — fill your parking
lot on slow days or in off months
• Create demand for new services
•
Introduce new products
• Promote an event or sale
• Compete with the Big
Box Retailers
• Target the most responsive prospects
• Sell more to
existing clients
• Move out-of-date inventory
• Affordable Direct Mail
Program — start small and build your success
• Flexible — sell what your
market wants
• Direct mail will pay for itself with increased sales
•
Create a personal relationship with your neighbors — include staff photos
•
Create an image of quality with full color
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