If direct mail is one of the methods you use to market your real estate business, you’re going to appreciate this information. The Direct Marketing Association puts out a study every year about what type of marketing gets the best results as well as where you might be wasting your efforts. With all of the hype about Internet marketing, social media marketing, search engine optimization marketing, content marketing, etc., the results may surprise you. And it was all researched, so it’s legit!
Get this….Direct mail marketing was named the most cost effective marketing medium, even over email marketing. It was also identified that postcard marketing is the most effective method of direct mail marketing, offering the highest response rates.
52% of postcards are read, as compared to 35% when the mailing piece is in a letter sized envelope. The study also showed that 34% of letter sized mailings were thrown out, compared to only 21% when the marketing medium was a postcard. It’s believed postcards are more effective for direct mail marketing then letter sized envelopes due to convenience for the person receiving it.
As someone who studies marketing, the most interesting part of the study for me was how effective direct-mail marketing is and how well it works. When people were asked about purchases made as a result of different types of marketing, direct mail marketing won, hands-down. The study also showed that response rates to direct mail marketing increase as people get older. When you combine that information with the fact that NAR (National Association of Realtors) recently reported the first-time home buyer is holding off longer and longer, it’s not the 20-year-olds that are buying houses, it’s people who are older and more likely to respond to direct-mail. NAR stated that the average age of people purchasing homes is 42. Note: Direct mail came in overall at 65% vs. 66% for email, BUT when you look at the huge gap in response rates in the age group 18-24 (those who aren’t purchasing homes), it tips the scale towards direct mail over email for real estate marketing.
If you think about it, it makes sense. There’s no longer any competition in the mailbox. That all changed when the economy shifted, coupled with the quick growth of the Internet. The clutter that was once in our mailboxes is now in our inboxes, competing for our attention. The mailbox is where you need to be to get noticed. Most everyone must check the mail that comes from the post office, however email and the Internet is optional, impersonal, and not everyone has it.
Coming up with a “junk mail email address” is easy, people are getting smarter and more creative about guarding their “real” email addresses, making it more difficult to reach them.
The only way to attract leads that result in business is to have a real estate marketing plan in place that’s consistent and ongoing. Marketing is like food to a business and without it your business will starve. There is tons of information on this site on how to get started and I’m always happy to answer any specific questions you have. I’m on Twitter @remarketingguru or @nadinelarder
Also, PrinterBees caters to the real estate community and can help you get your postcard marketing campaign off the ground. The agents who market their businesses with consistent postcard mailings, and drip marketing campaigns, are seeing consistent growth. You can experience the same-just stay committed!