![]() When it comes to ideas for real estate direct mail messaging, there are some do’s and don’ts you should be aware of. ![]() To be successful, direct mail should be sent regularly and the message should be consistent. Start your real estate farming program with direct mail! Real estate farming is a long-term game.Then attribute leads in your CRM and promptly follow up. This could include: a QR code linked to a lead form or a campaign-specific landing page, call tracking phone numbers, unique promotional codes, etc. Include elements in your direct mail that allows for tracking to measure the effectiveness of your campaign. You can increase engagement and integrate direct mail with digital marketing by including a QR code on your mailers that directs recipients to your website or a market report. ![]() Consider what information would be useful to prospective clients, what type of direct mail you’ll send, how often you’ll send it, and how you will keep your brand consistent across marketing channels. Your direct mail should convey that you are the expert when it comes to buying and selling homes and living in the community. Real estate agents who successfully farm neighborhoods deliver consistent value to homeowners. Really think about what the people in this area have in common. To make your farming strategy even more effective focus on a specific group of people within your areas such as young families, middle-aged professionals, retirees, first-time home buyers, move-up buyers, or downsizing sellers. Find a target market within that area.What makes farming effective is that you’re targeting a specific set of homes with a specific message that is relevant and speaks to them directly. Bigger isn’t necessarily better when it comes to farming. The exact size will depend on your budget and goals. The area you choose to target should be 500 homes or less. Ideally, you should choose an area close to where you live that you are familiar with. Research the macro trends, demographics, and community activity of several different areas to find a place with healthy demand and where homes are actively being listed for sale. It does require some planning and a thoughtful approach, but the results are well worth it, and the process can be broken down into five steps. Real Estate Farming With Direct Mailĭirect mail should be a central component of your real estate farming strategy. All types of direct mail have a high ROI, with letters showing an impressive 112% ROI. ![]() The cost of direct mail varies, anywhere from a few cents to a few dollars per piece depending on the volume, type of mail, size, design, personalization, and more. Although letters are more text-heavy, they can also be more personal and deliver useful and engaging content. According to the DMA, postcards also have the highest open rate as well as other advantages.įlyers still use a visually focused design while providing more informative content. Postcard content is more visual and attention-grabbing. Of these types of direct mail, postcards are the easiest to produce and the most profitable, costing only a few cents to print and mail. This is an opportunity for you to discuss what is happening in the community and give your audience a more detailed look into the market with more space for thought and analysis. Real estate farming letters should be sent quarterly. This also includes on-demand postcards to send when a home has been listed or sold in your area.įlyers and real estate door hangers are a great opportunity to advertise open house events and give more detail about your real estate business like the number of active listings, average sale prices, your number of monthly sales, etc. These should be sent twice per quarter and give a snapshot of the market in your target area. ![]() However, the real backbone of your campaign is real estate farming postcards. The ideal real estate farming strategy combines a mixture of postcards, flyers, and letters. This level of contact and response rate is necessary for geo-farming real estate to work. As a result, 4.9% of direct mail recipients will buy from that company. They found that 70% of people believe direct mail is more personal and nearly 50% of people keep direct mail for future reference. It outperforms digital mail marketing channels by 600% according to the Direct Marketing Association Response Rate Report. This is where direct mail can elevate real estate marketing efforts. To successfully geo-farm real estate you must consistently be in contact with the members of your target community. Real estate farming is an effective strategy to prospect and develop a steady source of home buyer and seller leads by establishing yourself as “your neighborhood’s realtor.” A successful real estate farming strategy should result in at least 30% of the sales within your targeted area. ![]()
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