Article reposted with permission from Mapp.com. Let’s face it… In today’s marketing landscape, offline marketing gets a bad rep. It’s often seen as an outdated option with limited data and reporting capabilities
Not Being Consistent
With direct mail, consistency is key. Sending mail sporadically won’t keep you at the top of your audience’s mind. Sending your target demographic multiple mailings is great. Sending your target market multiple mailings consistently for six months up to a year is even better, why? Because timing is everything. You never know when someone could be ready to buy or sell. If your direct mail has been hitting their home consistently, it’s likely they’ll think of you when they need a realtor. Your face is familiar to them.
Small Mailing List
Direct mail is scalable. What you put into it, is what you get out of it. If your quantities are lower, you will likely not get the responses/results that you need in order for your campaign to be as successful as possible. The minimum quantity per drop is suggested at 1500 recipients. Mailing to your SOI is great. You can do that and also farm certain areas. The possibilities are endless with direct mail.
Lack of Variety
Sending the same postcard over and over again can get old very quickly for the person receiving it. Once they’ve gotten it for the third time, they’ll keep in mind to never use you. Stand out from the crowd by sending a variety of mailers. The Mailworks has a catalog with all types of real estate products that can add a bit of spice to your marketing plan. Send a self mailer with information about yourself and helpful homeowner tips. Or give your audience an idea about what the housing market is like at the moment. Informing/educating them is a great way to build solid relationships and giving them useful content helps engage with them more.