My strange fascination with marketing and marketing effectiveness had me stop and take note when I became totally bored as I flipped through a large stack of marketing I received in a clear envelope the other day. I realized I was totally bored and had lost interest by about the fifth marketing piece in the stack. The companies marketing their services in this campaign had absolutely no marketing impact on me whatsoever. They all looked the same, it was totally overwhelming like marketing from a fire-hose and I tossed them out by the 10th in the stack. It’s not effective for these business owners and it’s not likely going to be effective for you trying to build a brand and a name as a Realtor(r) either. I don’t remember or recall any of these businesses and I won’t likely hear from them again due to a lack of response, which is such a bummer, I love and appreciate small business marketing efforts. (after photographing some of them for visual effect obviously!).
When marketing attempts like this don’t prove fruitful, it leaves a bad taste in any small business owners mouth to try other approaches. Approaches like above may be less expensive than alternatives on a “per piece” basis, but “little fish in big ponds” don’t usually get much attention or recognition. There are great alternatives to campaigns like this which can be much more targeted and help business stand out by not being part of a stack where the marketing message simply gets lost.
Important Note: Consistency is EVERYTHING with any marketing campaign, don’t give up too soon.
If postcard marketing is a consideration (because it works!) the new service offering by the USPS called Every Door Direct Mail (EDDM) as a great option, it’s almost like they designed it just for Realtors(r)! No need for mailing lists, labels, databases, bulk mail permits etc. Choose a neighborhood you want to farm on the USPS website, complete some paperwork, bundle your mailing and drop it off at the post office window. Super simple and only 14.5 cents in postage. PrinterBees has a large selection of real estate marketing postcards customized and created for you by a PrinterBees graphics designer (it’s included at no additional fee) and can help you get started with taking advantage of this amazing program. There’s no chance of your marketing getting lost in the stack, there’s no competition at the mailbox. There is much more about EDDM in this blog post “What is EDDM“? If you’re not familiar with EDDM, I recommend learning about it. What Is EDDM
Some small business owners are implementing email marketing as part of their plan to increase new and repeat business. Collecting email addresses continues to be one of the fastest, easiest and most cost effective means of marketing, IF you have a good list. Here is a link to a great article on email marketing, why it works and how to get started. There’s nothing more important with email marketing than the quality of the list, the quality of the marketing and more importantly, the consistency of it. Email marketing can also get lost in the inbox when not executed properly. Rookie Email Marketing Mistakes – How To Avoid Them.
Marketing with promotional items is also a great means of marketing and increasing repeat business. Promotional items like pens, shopping bags, note pads, t-shirts, etc. have staying power and build your brand while creating name recognition. There is only one Realtor(r) I know the name of in my neighborhood because I’ve seen his pens so many times at the local restaurant my family and I frequent. He always make sure they have a supply of pens for signing receipts and everyone there knows his name. Great marketing that’s cost effective at .30 cents ea. Information regarding pens
One of things to keep in mind when trying to decide about marketing if you would toss it, so would most other people. If it wouldn’t work on you, don’t try it on others, save your marketing budget for something more effective. Pay attention and tune in to what type of marketing works on you, it offers a great insight to what might work for your business.