Direct mail is one of the most successful advertising there is, even more effective than social media marketing! But to make it work successfully for you, there is one factor you can’t ignore—consistency. Below we’ll outline the three ways consistency in your campaigns will be key in your direct mail success!
Consistency in Mailing
Consistency in sending out mailers is necessary in the same way seeing the same Wendy’s commercial over and over again makes you crave fries. Getting in front of your potential seller’s eyes is the most effective way to make them think about you and real estate investing as a pair. According to many studies, the more mailings you send (to the same recipient) the more likely you are to get a call. Many say that number is up to seven times. This is likely because other investors will drop off and the psychological impact is greater for you with each opened piece of mail.
Consistency in Format
Direct mail may seem devoid of branding or artistic design. Just a letter in an envelope right? In actuality, branding is a large part of how successful your campaigns can be. The design is what gets your client to open the mail and the branding helps them remember who wrote them the letter in the first place. That’s why we we’ve created eye catching envelope designs specifically tailored to make your prospective home seller feel special.
We’ve also created letter templates that prominently display your logo. People tend to recognize images more promptly than names, so including a company logo is always recommended. This way, not only is your real estate direct mail being opened, but your potential seller is also associating that warm fuzzy mail feeling with your company! They get fun mail, you get awesome advertising. It’s a win-win in our book.
Consistency in Testing
The only way to make a truly impactful client base is by testing. We suggest sending an initial postcard to a broader mailing list. If you get postcards back, remove those recipients from your list. Then you can send more personalized mail to your narrowed down list. Start by adding a call to action in the letter or on the postcard you send and wait for the results. Then try again with another call to action. Which got you more calls? This will help you pinpoint your most eager prospects. Other things you can test include colors, mailer style, geographic location, list types, content, the list goes on and on. The more you test, the more you’ll see what directives are most effective and which recipients are great potential clients.