The greatest business challenge many real estate professionals face is how to make the most of their marketing dollars. Like all marketers, real estate professionals sometimes struggle with measuring and improving their promotional efforts. Which campaigns drive the most response at the lowest cost? In today’s Web-centered world, one of the most powerful, cost-effective ways to create new business is sometimes overlooked – direct mail marketing.
In fact, direct marketing today is expanding more quickly than ever with digital print and online technology leading the way. What distinguishes direct marketing from general advertising and brand marketing is measurable results. Brand-building is key for any real estate professional, but direct marketing is a better strategy for putting the right offer in front of the right audience at the right time. Direct mail marketing:
- Requests a response. The desired response may be to make a phone call, visit a website, subscribe to a newsletter or receive a free gift, such as a home valuation.
- Is trackable. A key advantage of direct marketing is measurability. By asking for a specific action and measuring results, direct marketers can closely control spending and evaluate effectiveness. With direct mail, you never have to worry about do-not-call lists or spam filters.
- Is targeted. As marketing technology advances, so do opportunities to segment, test and target your mailings. For real estate professionals and other direct marketers, the main advantage may be the opportunity to test and improve response. Those still using the “spray and pray” approach to send identical communications to large mailing lists are likely wasting money and opportunities to reach motivated prospects.
As a real estate professional, prospecting and lead generation are the lifeblood of your business. Through careful targeting and list management, it’s possible to make personal connections with people who want and need your services.
eNeighborhoods offers two powerful direct mail products – Home Sale Alert NewsLetters, and new Home Sale Alert Postcards. Check out these powerful real estate business-building tools today, at great discount prices.
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