Prospecting Equals Consistency
One letter might get you a response … a 1% response that is! A first mailing to a cold prospect list generates, on average, a 1% response rate. So, that means to get the percentage response that you are looking for, you will have to mail a minimum of 5 times to the same prospect. Some industry leaders say that 12 times is the true number for a great response. Getting the ball rolling is easy. First figure out what you want to say and the sequence in which you want to say it. An example schedule would be (1st): Introduction - (2nd) History - (3rd) Success Stories - (4th) Future plans - (5th) Invitation to Event. If you are going to plan on mailing at least 5 times to the same list then, plan to make contact at least once a month or even more often if the circumstances call for fast action. Prospecting, marketing, and follow-up all add up to the income you will make in the next few weeks! So a general directory of letters to send out can help layout the itinerary! The first letter is to help you prospect for new real estate leads. Introduce yourself and state your intentions and goals. State why you are the Best in your field. Ask for referrals.
The second letter is to keep you in touch with those new leads, past clients, and all those that you may have in your circle. General prospecting and lead generation are the main goals. A bit more personal flair can be used to reel in more interest.
The third is to help you build a relationship of trust with all those that you have contacted. News and announcements are essential. End of year letters, holiday and birthday are great for the personal side. Announcements for a new specialty or an award that you received. Also add letters looking for information on “for sale by owner” properties and second home investments. Add letters for Renters to Homeowners, Open Houses, Buyers, Sellers, Short sale and even to other Realtors and Brokers.
To be successful in real estate you have to be able to do more than just close the deal. You need to effectively manage and grow a small business. That means finding clients, keeping them, and motivating them to buy or sell. As we have stated before, consistency is the most important variable to stress when it comes to marketing. By “touching” your potential client base consistently and on a schedule multiple times throughout the year you will be building your brand awareness! This keeps your company in the forefront of the client’s mind, putting you at the top of the list when it’s actually time to make the purchase or if a trigger event occurs for them to initiate the buying process. Everest Direct Mail & Marketing will help build quality lead pipelines through consistent marketing and client relationship management. We will help you customize and send marketing materials that are written and designed to connect with today’s consumer. We will send drip email, direct mail or MultiChannel campaigns with our pre-built real estate marketing materials. We will create content including listing flyers or monthly newsletters. We will help you consider the various types of homeowners when determining the type of content to use in your direct mail campaign: Probate owners, Absentee owners, FSBOs, Expired and withdrawn listings and Owner-occupied. Great direct mail campaigns have the ability to capture a recipient’s attention, get them to read and process content, commit to the message, then execute a specific call to action.
