5 Proven Direct Mail Marketing Ideas For Real Estate Agents In 2021

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We have five effective direct mail marketing strategies for real estate agents with tips on how to use them the right way.

handwritten letters
postcards
newsletters
souvenirs and gifts
brand magazines

business address, street or PO box, it doesn’t matter. If you have an address, then you know what it’s like to be on the receiving end of direct mail marketing. . . and you may not like it.

A recent compilation of statistics reports that 58% of the mail American households receive is marketing mail. that equates to about 41 pounds of “garbage” a year.

It’s no wonder you’re wary of those promoting direct mail marketing to real estate agents.

But direct mail marketing for real estate isn’t like any other type of direct mail.

The local nature of your audience, the innate social proof you have as a real estate agent, and a focus on mailing to the local area make direct mail marketing the perfect platform for real estate marketing campaigns.

Direct mail marketing is also a scalable marketing strategy. In most cases, direct mail can be automated. and it can be an affordable and profitable addition to your marketing plan, either alone or in conjunction with a digital campaign.

And there are ways to help ensure your direct mail advertising goes out of the trash can and into homes where it can linger for days or even weeks. more of that in a minute. . .

direct mail is in style

We’ve always liked getting mail in our mailboxes, and the pandemic has fueled that appreciation.

at the end of April 2020, the marketing company valassis reported:

37% of consumers are more excited to get their mail every day, compared to before the coronavirus pandemic.
30% of consumers spend more time reading marketing or promotions arriving in your mailbox compared to before the coronavirus pandemic.

at the same time, u.s. The post office surveyed 1,004 adults and found that:

65% agree that receiving mail lifts their spirits.
61% agree that mail is very special during this time of social distancing.
54% agree they feel more connected to people through email.

Below are five direct mail marketing ideas that are proven to give real estate agents the results they crave.

1. the handwritten letter

Let’s imagine for a moment that you received a handwritten letter.

The envelope doesn’t look like any of the others from that morning’s mail, and the address is written in real ink with a ballpoint pen.

Your anticipation is already building.

you look at it, you feel it, you turn it around.

Perfectly placed in the upper right corner is a royal seal.

You immediately feel that this message is something special.

someone, somewhere, has separated you from the crowd.

They’ve stopped what they were doing to pick up a pen and paper and devote their limited time and energy exclusively to you.

the words inside are just for you.

its rarity, exclusivity and tangible uniqueness force you to open it before anything else.

There, in real stationery, is the same ink you first noticed on the envelope.

He sees his name in the salutation and starts reading. . .

In a world of spam folders full of impersonal emails, a handwritten letter is considered and often treated as a rare and valuable gift.

and it clearly stands out from the pounds of direct mail consumers receive each year.

It doesn’t even matter that it’s a handwritten marketing letter. As a writer, he has accomplished the most difficult task facing all direct mail marketers: getting the recipient to open the envelope!

tips for writing a handwritten direct mail letter

When writing a direct mail letter, remember that you are a real estate agent and not a professional marketer. but don’t let that stop you from starting with something simple. here are some universal tips:

Know your audience: Address their needs and values.
Get their attention: Start with something that makes them want to keep reading.
Focus on the benefits: Detail what they get from doing business with you.

As for fonts, you can try a short letter. As implied, these letters are short, direct, and to the point. in a paragraph, your goal is to get the salesperson to call you, that’s all. If you’re new to real estate, they’re an effective way to get your business off the ground.

Use a long letter (one page) to let potential customers know you want to help, the services you offer, and why you’re the best agent to help solve their problem. include the action you want them to take: call you, email you, schedule an appointment, etc.

A cover letter can include the same information as a flyer, but print has more lasting power.

Include your recipient’s name, be brief, and include something personal about yourself that humanizes you and connects you with them. try something like “I grew up here and would love to show you around.”

don’t forget to let them know how to contact you.

At first, a thank you letter may not seem like it belongs on a blog about real estate marketing tools, but they are a great way to keep yourself top of mind. they flow organically when expected and it is appropriate to show gratitude. And a thank you letter is always a win-win: people appreciate being appreciated and it earns you some goodwill.

An effective thank you letter requires some thought.

To get you started, How to Write a Thank You Letter to Customers for Your Business is a short but very helpful article that accompanies an episode of our Stay Paid podcast. In it you’ll find helpful tips, including some pros and cons, for designing and using this highly effective marketing tool.

tips to make handwritten letters a pragmatic option

There’s no denying that a handwritten letter can be effective, but few agents use them because they take time away from “more important” tasks.

writing letters takes time, but can be efficient if you use the right approach.

Depending on the size of your database, you could:

write a couple of letters a week and eventually send one to everyone.
select your top clients and write only to them.
consider a mailing service writing handwritten letters. .

tips for testing

I recommend that you test your cards to see which elements work best to help you achieve your goal. be sure to test only one element at a time.

size

experiment with different sized envelopes:

#10 business envelopes (standard)
a2 envelopes (like a party invite)
6″ x 9″ envelopes (especially effective for people who have never done business with you)

color

It may seem counterintuitive (since colored envelopes stand out), but in at least one study of nonprofit mailings, anything but a white envelope decreased open rates. however, this doesn’t mean that different colored envelopes won’t work for you and your target audience.

There are many tips available on how to write effective real estate direct mail letters. There are also sample direct mail letters you can find online to imitate. But if you want to outsource your letter writing, there’s no shortage of direct mail marketing companies willing to do it for you.

2. real estate postcards

Postcards are ideal tools for geographic farming.

first, they are relatively inexpensive.

Second, they’re a sure way to get in front of motivated leads because your message is spelled out and you’re literally staring them in the face. (why play the odds with an envelope if you don’t have to, right?)

real estate postcards should convey a sophisticated and confident authority. to make sure your message gets through:

Start with your call to action. Decide what you want your prospects to do once they receive your card, then design the other elements to support that action.
Include your brand. Your postcard design should be consistent with your other brand, so include your logo, photo, and contact information.
use professional images. Clear, beautiful, high-quality images are what will grab your audience’s attention. this is where a professional photographer with real estate photography experience is a must.
use high-quality cardstock. don’t go cheap. a high-quality postcard will infer a high-quality service. select heavy cardstock and the appropriate finish. matte works well if your card is focused on the message. use glitter if it’s more about the visuals.
Think about the season. let your real estate postcards reflect real estate as it appears at different times of the year: snowy rooftops in winter, beautiful gardens in spring and summer, colorful trees in fall. postcards are also great tools to keep you top of mind when amongst other marketing campaigns.

When done correctly, postcards can be a lot of work selecting the layout, photos, cardstock, etc. however, our postal service simplifies the process. we’ll customize a real estate postcard for you, or you can select from our assorted themes:

holidays and seasonal
thanks and events
health
crafts and recipes
calendars and sports schedules

You can select cards for a few months or join our direct 12 program, where we automatically send a personally branded card to your exclusive mailing list once a month.

I just have to tell you that I watched this webinar live and took advantage of the postcard offer. I have never farmed and have always worked by referral. Thanks to you, I sent about 500 postcards and just signed a listing for $450,000 and the seller is also using us to buy for about $350,000. those $800,000 in volume of 1 postcard!! I hope these cards don’t force me to start working for a living. (laughs) ~jim dorsey

I just started the 12 direct mail farm postcards. The first postcard was sent and I already have an appointment to list a property that will more than pay for the entire year of postcards. I hope to increase my production through farming in my local communities! ~jenna w.

3. the direct mail newsletter

Let’s be honest. . . there’s nothing sexy about a newsletter.

In the same way, newsletters, circulars, brochures and flyers have no appeal.

For me, the words conjure up images of two stapled pages that elementary school children must bring home every few weeks.

They were typed on a smith corona typewriter (now considered a vintage collectible) and printed on mimeo paper with their unique shade of purple-blue ink and a distinctive scent you weren’t supposed to inhale.

and always felt slightly damp.

but I digress. . .

The point is that a properly titled newsletter (tips to follow) is among the most effective real estate marketing ideas because your audience will find them useful, and useful is valuable.

With today’s technology and software like canva, picmonkey, stencil, fotojet and more, you can easily create a professional looking newsletter using different types of fonts, layouts, colors and images.

However, while creating a professional-looking newsletter has been made easy, the task of writing the content remains a challenge for many.

tips for writing direct mail newsletters

The following tips will help you write newsletters that will be read and kept for future reference:

Tip 1: Provide value to your target audience.

The easiest way to ensure you’re providing value to your target audience is to provide them with information that will help them solve their problems.

Consider your ideal customer. who are they? what do you know about them that goes beyond demographics and basic characteristics?

start with what you know or can find out about your ideal client, including:

what they are already interested in;
what problems they need to solve;
what goals they want to achieve.

Once you have a picture of your ideal customer (viewing a real person helps), you can confidently select the type of content that will be useful and valuable to them.

Tip 2: Create a title based on a problem.

don’t call your newsletter “newsletter”. Ian Brody, the author of Email Persuasion: Captivate and Engage Your Audience, Build Authority, and Generate More Sales with Email Marketing, (#ad) argues that there is no suggestion of inherent value in a newsletter. /p>

Instead, think about the problems you’re solving for your ideal client. incorporate some version of those issues into your newsletter name and you’ll get noticed.

for example, jane doe’s local real estate review for homeowners and homebuyers is a title that would appeal to a specific type of client.

just as good would be, john smith’s guide to oceanfront properties in the northwest.

These titles provide your name to keep you top of mind; specify a location (make sure the location includes the zip codes you’re mailing to); and define who you are best equipped to help.

tip 3: make it visually appealing and easy to read.

The easiest way to turn a reader off is to give them something that looks like a big block of text.

People are busy and will scan a document to quickly decide if it’s worth reading, so make it easy for them:

use a lot of white space. insert blank lines between paragraphs and sections.
use bullets, especially if you’re writing a list.
use headings. consider using bold, underline, italics, all caps, and a different or larger font to distinguish them from the text and each sublevel. just don’t overdo it.
keep sentences and paragraphs short.

If you include images, make sure they add meaning to the content. images that don’t add value are annoying or overlooked.

If you’ve been planning to create a newsletter, I suggest you read “The Best Real Estate Newsletters: What You Need to Know.” You’ll discover what makes a great newsletter, plus tips and ideas for writing content. You can also check out our automated, personal-branded newsletter filled with curated local and virtual events for all interests and tastes. click here for a free, no-obligation demo.

4. souvenirs and gifts

Companies continue to send gifts to customers because they work. And because a gift is tangible, it’s something customers can hold onto and will encourage them to remember it, especially if it includes your branding.

The results of a study on corporate gift giving suggest that a gift can strengthen relationships with key customers, create goodwill, foster new relationships and promote business. in fact, “an appropriate gift at the right time is one of the best ways to convey the important message that a relationship matters.”

And the good news is that your gift doesn’t have to be expensive to be appreciated. A study by the Stanford University Graduate School of Business reports that it really is the thinking that matters.

5. magazines

since 2012, the number of magazine readers has grown steadily. In 2019, the magazine’s readership reached 228.7 million, 4 million more than the previous year.

Early reports indicate an even bigger jump in magazine popularity during the lockdown.

Once again, the pandemic has created an unexpected boon in direct mail.

In a 98-page study published in 2020 by the magazine media association, researchers wrote that a third of those under 35 say they read more magazines due to the pandemic. Additionally, a third of millennial women reported spending more time reading magazines now than before the pandemic.

Image source

Real estate agents can take advantage of this growing interest in magazines by mailing them to their area. some of the most popular magazines, whether print or digital, include articles on lifestyle, gardening, health, travel and, especially since quarantine, recipes.

And although you probably already know this, it can’t be an old magazine. it has to be one that your audience wants to receive and finds valuable.

We offer three journals that meet these criteria. . . and have resulted in a 58% referral rate. More than 100,000 customers use them to connect frequently, generate impact and build trust with their sphere.

American lifestyle, healthy start and good at home are personally branded with your photo, company and contact information in six prominent locations. include useful, attractive and timely articles; they are visually appealing with beautiful bright images; and are printed on high quality paper. We automatically send an issue six times a year to your exclusive list of recipients.

I am a long time subscriber to this wonderful magazine, at least 15 years, and I love the quality and content of this publication. I have received nothing but positive feedback from my clients who have been very satisfied with the American way of life. I’ve even had one that says how they expect recipes in each issue. Also the customer service has been exceptional. Nicole has always been very helpful and responsive and I had the pleasure of meeting and speaking with her on the phone today for the first time! very attractive professional, helpful and considerate. I really appreciated the time you spent with me to meet my needs. reminder means are awesome! ~leo riordan

I have been a customer for at least 10 years & it’s a fantastic value. it is a quality product that is easy for me to handle & He just helped me close a track from 9 years ago. when they were ready to list & buy, they called me because I was at their coffee table! people feel special when they receive the magazine & those emotions lead to action! ~ivette rodriguez anderson, keller williams success realty

The second issue of your magazine just got me a $1325 sale to a new buyer. this would not have happened without his suggestion of different ideas to reach and widen his sphere. Thank you!! ric kennedy-rudinski, featured properties, sotheby’s international realty

start using direct mail today

Adding any of these five real estate direct mail marketing ideas to your existing marketing plan will help you stay in touch with your sphere. As a real estate agent, you want to be top of mind with your clients for referrals.

however, staying top of mind requires a commitment to consistency.

for any type of marketing to work, it must be consistent:

You need to constantly nurture customers so when they’re ready to buy or sell, they call you.
You need to follow up.
You need to deliver consistent value.

And because consistency is so important, an automated solution may be better if you’re too busy or prefer a “set it and forget it” approach.

Regardless of what you decide to do, direct mail can be profitable. be patient, keep track of what works, change when appropriate, and above all, be consistent.

If you’d like to learn more about our direct mail marketing services, please book a call or take some time to click through to our website.

And before you start your next direct mail marketing campaign, be sure to read 7 Costly Mistakes Everyone Makes with Direct Mail Marketing Campaigns.

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