How to Direct Mail to Homes
If you’re thinking about selling your property, you might be wondering how to direct mail to homes. While a simple postcard or brochure won’t do it for you, there are other ways to reach your target audience. One way is to use a branded community magazine. You can also opt for a mailer designed specifically for home sellers. But how do you design one? Read on for some useful tips! Listed below are some essential things you should do before sending out a direct mail piece.
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Adopt a multi-channel marketing strategy
The benefits of using a multi-channel marketing strategy for direct mailing to homes are numerous. However, it may not be the best approach for every organization. It requires additional management and funds. Some organizations have highly siloed departments that have little to no cross-communication or data sharing. Other teams may understand consumer behavior better than the marketing department. Regardless, multi-channel marketing is an effective method to increase response rates and ROI.
Create a branded community magazine
Creating a branded community magazine has many benefits for realtors. Not only does it give you a wide variety of advertising space, but it gives you a unique way to connect with your readers. Use the magazine to showcase your best listings, offer homeowners advice, and even run a calendar of local events. Not only will your branded community magazine be different from the competition, but homeowners will look forward to receiving it in the mail.
Select a mailing list
Direct mail to homes campaigns requires a carefully selected mailing list. You can get a list of potential prospects for your direct marketing campaign manually from your local county recorder’s office. Or, if you want to target college executives and their friends, cloned lists are the way to go. However, you need to set realistic goals for your campaign to ensure it is not a complete waste of money.
Design a mailer
To maximize your return on investment, design a mailer that’s large enough to stand out in a mailbox. If your mailer is too small, it will probably get lost in the shuffle and be ignored. Also, make sure that your call to action is clear and easy to execute. Don’t overburden the copy with too much text. You can also use variable designs to adapt to the data gathered. However, be careful not to use wrong information, as this can completely obliterate the effect of your direct mail piece.
Track response rate
A response rate is the number of people who responded to your direct mail piece. To determine your response rate, divide the number of people who responded by the number of pieces you sent. You can then multiply that number by 100. Let’s say you mailed out 150,000 pieces of direct mail. Of those, 5,000 people responded. Of these, 3,000 are likely to buy your product or service, while the other two may only be interested in registering for your newsletter or opting in for more information. In this case, your response rate is 1.3 percent.
