Surefire Ways to Make Direct Mail Spark

It is a common scenario. You selected the artwork, wrote creative copy and handpicked your ideal target market. Thousands of direct mail pieces were printed and mailed around your market center. You were certain this would generate leads and help increase your market share. You waited patiently, but the phone never rang. Rather than calling and following-up with your prospects, you assumed the poor performance was evidence that direct mail is an outdated marketing method. You vowed never to spend another dime on a direct mail again. Why does this happen?

“[Agents] are not targeted enough with direct mail and try to put too many messages in a piece. It diminishes the effectiveness.” says Lisa Becker, a Keller Williams associate and MAPS coach in the Carmel Valley/Del Mar (Calif.) market center. Poor messaging, low quality and inconsistency are common mistakes agents make with their direct mail campaigns. And the result is reduced effectiveness and wasted money. Fortunately, there is a proven solution. “You only get 3 seconds to get their attention with that piece of mail. It can’t be real wordy,” says Jeff Harmes, a Keller Williams associate in the Denver – North Jeffco (Colo.) market center. Here is how you can stand out.

Direct mail pieces that resonate with your audience, have to be purposeful, timely and consistent.

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Because consumers are flooded with emails on a day-to-day basis, agents who take the time to craft a simple or unique direct mail piece have a chance to stand out from the crowd. Your direct mail piece should include a simple, memorable message that sparks curiosity among homeowners in your target area. Do not try to cram every bit of information on one piece. Keep your message brief and your contact information clearly visible. Put the basics on the direct mail piece, hold your most important information close to your vest and encourage homeowners to contact you for additional information.

Here are some suggested message ideas already created for you in eEdge. In eEdge, select the marketing tab and begin personalizing and creating tested direct mail campaigns today.

  

The information in this article is from the 3L Blueprints: Leads, Listings, Leverage eBook. Download your FREE copy from KellerINK today.