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Where to Start in Real Estate Marketing – Farming & Direct Mail

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Starting Out - Direct Mail

Sometimes we assume too much.

One thing I’ve realized is that, while many of us take for granted the techniques we’ve used for years, new Realtors® come out of the gate struggling.

This series is for those new real estate agents – and for old hands who could use a refreshing reminder of the basics!

The Importance of Direct Mail

At Printerbees, we are big believers in the power of direct mail.

Email marketing and real estate websites and social media are all wonderful – and we’ll talk about those! But they are also very crowded marketplaces and it’s hard to stand out.

On the other hand, there is very little competition in the mailbox. You can stand out by simply being consistent and mailing postcards several times a year to your focus area, or farm.

Let’s talk quickly about how to make this happen.

How to Get a Mailing List

Step one – who do you send mail to?

You have to decide on a focus area, or farm, and then reach out to them.

There are two primary ways to target your farm area through direct mail – mailing lists and EDDM.

Mailing Lists

First, you can decide on the neighborhoods you’re interested in and buy a mailing list.

This can help you if you want to offer targeted marketing using the prospect’s name. It can also help you learn more about your farm area, since the mailing list provider will probably have a variety of demographic information available about those households.

You can also build a direct mail list without buying one – check out our helpful guide here!

Every Door Direct Mail (EDDM)

Secondly, you can skip the mailing lists and use EDDM instead. Every Door Direct Mail is a service offered by the US Postal Service. They allow you to send mail to everyone on a mail route without needed names or addresses.

EDDM can save you a lot of time and money. There are specific requirements about how the pieces are handled – let us know if we can help!

Isn’t Direct Mail Expensive?

One thing that holds Realtors® back from getting established in direct mail is they are nervous about cost. However, direct mail doesn’t break the bank, if you do it well.

Direct mail is ONLY EXPENSIVE IF:

  • You buy postcards and don’t send them
  • You don’t target your mailings to a farm neighborhood
  • You are inconsistent with direct mail – which leads to no results
  • You feel like you have to send a completely unique postcard every time
  • You don’t combine your mailings with other outreach and marketing techniques

Let’s break these down.

When you buy postcards, be sure you have a plan to use them! This includes having a mailing list or using EDDM. At Printerbees, you can even have us mail them for you so you don’t forget!

Target your mailings and be consistent. We put together a great guide to choosing the perfect farm. Send out several postcards a year so they see your name regularly!

Reuse the same postcard designs. You can get a great deal on 1,000 postcards, and break them up into chunks. Buy two sets and alternate throughout the year to save cash!

Do the full work of farming. Direct mail is only part of the process. You also want to be present in your target neighborhoods in a variety of other ways. You’ll see incredible results if you do!

Get the Mailings Sent!

If there’s one place we see Realtors® struggle the most – whether they are new or experienced – it’s in execution.

That’s where Printerbees can help. If you struggle to get mailings done on time, or simply don’t have access to a money-saving bulk permit, let us take care of it for you. Contact us for information today!

Now you know how to get started in direct mail. What questions or concerns do you have? Let us know in the comments!

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