With the advent of the internet, many real estate agents have turned to electronic methods for advertising their properties.  However, a study by the research firm Infotrends shows that 61% of consumers prefer to receive offers and information via postal mail than any other type of advertising.  Since part of marketing is to get information to people via a method they prefer, it makes sense to continue real estate direct mail marketing.  The question then becomes whether traditional direct mail pieces are a better choice than post card mailings.  The truth is that both methods have their own advantages and disadvantages.

Traditional Direct Mail

Traditional direct mail consists of flyers, catalogs, letters, and brochures that are mailed to the consumer.  This type of direct mail allows real estate agents to include a significant amount of information, such as larger photographs, details and descriptions that the small size of postcards will not allow.  However, many consumers are becoming more earth conscious and are expressing that unwanted catalogs are unwelcome in their mailboxes.  Some go so far as to discontinue patronizing a store that sends them an unwanted catalog.  Another problem with traditional direct mail is that a customer must open the piece, read the information and then act on it, and research shows that many consumers do not bother if they know the piece is an advertisement.  Traditional direct mail is also more expensive to send, however, the fact that a real estate agent can include more information than on a postcard may make direct mail more economical in the long run.

Post Cards

Post cards allow the real estate agent’s message to be communicated immediately upon contact with the consumer.  Because the customer does not have anything to open, they are more likely to review the information on the card and act on it more quickly.  Mailing post cards is significantly less expensive than traditional mailings and the card can be customized to make it stand out even more, such as making the card in the shape of a house.  However, post cards have very limited space making it harder to include all the information you are trying to relay to the consumer.  For this reason, a post card mailing would work better to direct a client to a website, blog or other online source.

Whether you decide to use traditional or postcard mailings, it is important to understand that direct mail campaigns are still the best way to reach customers, and that most consumers prefer being contacted via postal mail.  For more information about traditional vs. postcard advertising for real estate agents, visit www.xpressdocs.com.

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According to the United States Post Office, 98% of Americans bring in their mail on a daily basis and 77% of them immediately sort through it.  A real estate direct mail marketing campaign, therefore, has the potential to reach a very large number of potential clients for a number of reasons.

Target a Specific Group

One of the best rewards of a real estate direct mail marketing campaign is that you can design the mailing to target a specific group, which in turn will give the real estate agent a higher return on investment.  A mailing list can be developed that will send the post card to customers who have expressed interest in specific types of properties, such as commercial, condominiums or beach homes.  Because the mailing is targeted at those who have already expressed such interest, the customer does not feel as if they are getting junk mail and are more likely to respond to your call of action.  Direct mail campaigns also allow you to personalize your message, addressing the customer by name and focusing on their needs and how your company can help them.

Multiple Options

Real estate direct mail campaigns offer many different options as far as the type of advertisement you send.  The mailing can be a brochure, catalog, letter or postcard, depending on the amount of information you want to convey.  By using a mailing list that targets a specific group, you can keep the mailing costs lower since you send the information to a smaller number of people, but to those who are more likely to respond.  Postcards are an excellent way to bring attention to your online identity as the space on them is limited, yet more people respond to postcard mailings than other types.

Message is in Target Audience Hands

A real estate direct mail campaign literally puts your call to action in the customer’s hands.  If you personalize the message as well, the audience is more likely to respond as they feel as if you are talking directly to them.  You can also include special offers, such as coupons that relate to the needs of the customer, which will then allow you to measure the effectiveness of your campaign and make any adjustments necessary for future campaign success.

Direct mail is still the best option for advertising for real estate agents.  Since the majority of Americans prefer getting advertising in the postal mail, and by personalizing your direct mailings, you can reach more customers with the method they prefer and make them feel as if you are offering them something special.  For more information on real estate direct mail marketing, visit www.xpressdocs.com.

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