A few years ago, the US Postal Service was spending a lot of energy advertising a service that is absolutely perfect for Realtors®. The service, called Every Door Direct Mail (EDDM), allows you to blanket an entire carrier route with postcards for only 18.3¢ per piece – without a mailing list!
Since it’s been awhile, EDDM has fallen off of many Realtors®’ radar. That’s a shame, considering how affordable and helpful the program is!!
Benefits of EDDM
Real estate is a business where you want to target whole neighborhoods. Your target market is defined not by demographics, but by location. As a result, a carrier route mailing is absolutely perfect for Realtors®.
Generally in order to do business mailings, you have to get an expensive postage permit. With EDDM, you only need a small indica, or stamp that indicates it’s a bulk mailing. These are included when you order EDDM mailings.
The benefits of getting to farm your area for far less money seems obvious, but don’t just take it from me. A few years ago Hubspot published a blog post claiming that direct mail was a sham and inbound marketing was the only way to go. Here’s what one commenter said in response:
3/22/2012, 9:52:05 AM
I have to agree to disagree on this blog. As a small business (photography studio), the largest percentage of our customers come from our direct mail. With most business jumping on the digital band wagon, a well done piece received in the mail at a time when the only other “junk mail” received are credit card applications, will not just generate leads but actual customers that pay for our services. A lead is good, a paying client is better.
Notice what she said – because so many businesses are going digital, EDDM actually works BETTER! If that’s how it works for a photography studio, can you imagine how it can work for Realtors®? Actually, you don’t have to imagine. See what these Realtors® have said about EDDM on a popular real estate blogging site, ActiveRain:
mteam01, Arlington, TX Real Estate Agent
We have been using every door direct for several months now and have had great results. Cost is very affordable. We send out just listed and just sold through every door direct. We have had great results. We are able to reach a lot more homes due to the cost being a lot less than having a company do them for us. We are starting to use them even more with newsletters and whatever else we can send to stay in front of people. It is a little time consuming going to each area post office but well worth with the end results.
Housepat, Washington, DC Real Estate Agent
I started using Every Door Direct Mail earlier this year for delivery of my monthly newsletter to my farm. It is hyper-local and I write it myself. It deals with issues and events of concern to this one neighborhood. It’s been a huge success. The best part of all, it almost always arrives within a day or two of my dropping it off at the post office. I am a raving fan of this service.
If you’re interested in ordering well-designed EDDM mailings that are guaranteed to match the USPS specifications, Printerbees would be happy to help. Check out our selection of customizable EDDM mailings!
How to Take Advantage of EDDM
EDDM is a great way to make sure your entire farm area receives mailings from you regularly. You select your carrier routes using the USPS Every Door Direct Mail route search online. Enter a zip code, then use your mouse to roll over each route. The top of the viewer window will give you the statistics of the route, and you can click to select it.
Once you have selected your routes, log in to your USPS account (or create one for free – it only takes a couple minutes). You’ll select the date you’ll drop off your mailings at the post office and choose your payment options. You’ll need to mail a minimum of 200 pieces, but no more than 5,000, per day.
It’s important to note that the postcard mailings must be within a certain size range. Fortunately, this range is large – up to 15 inches long and 12 inches high, as long as it doesn’t weigh more than 3.3 ounces. The paper must at least be as thick as card-stock, and no thicker than 0.75 inches.
You’ll need to print out the mailing statement that USPS gives you once you select your routes and finalize payment. You’ll also need to bundle your mailing – bundles of 50 to 100 are recommended – with facing slips on each bundle which you can print for free online.
Either drop off or mail them to the post office local to the route, which will be listed on your mailing statement. Make your payment if you didn’t already, and you’re done!
Using EDDM is a no-brainer for Realtors®. It’s the most cost-effective farming method available, and you have a lot of flexibility in terms of what you send. Whether you want to send a large postcard or a neighborhood newsletter, EDDM lets you stay front-of-mind in your farm with much lower costs than other methods. Let us help you get your first mailing out today!
Do you use EDDM? Why or why not? Share in the comments!