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Planning a Direct Mail Project

Planning a Direct Mail project or campaign takes some thought and enthusiasm. Each campaign has a similar recipe for implementation. The steps or ingredients are simple and if followed each time, your campaign will see success. Developing a mailing list, creating a mailing piece, testing the campaign, handling customer responses, and analyzing the results are all part of the “baking” process.

Planning is the first step in the campaign recipe. Set your goals and objectives and expectations. You need to answer the question of what you are trying to accomplish. Your goals need to be designed to be measurable goals.Then, you need to set your timeline and budget.

What is your campaign all about? What is the core of your recipe? You need to create an offer that will get people to respond to the mailer. Your offer needs to be described and have a way for people to respond once they receive it. And you need to design the piece to ensure that it will be read.

Next, you need to clarify the prospect. Will you be sending the Direct Mail piece to everyone on your list or to people who are not on the list at all? Who is the perfect person to reach with your message? Pinpoint the most likely buyers and sellers by area and or by demographics such as by age, income, or family size. Develop lists for absentee owners, for sale by owner, expired listings, and probate. Keep in mind what services and products are in your mailer and this should define the target demographic.

And finally, your masterpiece needs to be tracked. You can track with a dedicated URL or landing page that is specific to each mailer. You can include a phone number or an email address that are specific to the mailer and then are manually counted and tracked.You can also use incentives and offer codes to track digital activity. Direct mailings might include information about signing up for your newsletter or following you on social media, digital activities that you can quantify and trace back to the original direct mail campaign.

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. We at Everest Direct Mail & Marketing, 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 use high quality printing to create new business opportunities or print full color property flyers to promote your listings at home. We will send drip email, direct mail or Multi-Channel 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.