How to Use Direct Mail to Get Seller Leads
From being able to generate a higher commission to increasing the amount of clients you work with at any one time, there are numerous benefits to generating your own seller leads as a real estate professional.
Getting seller leads can be a challenging and time-consuming process. From asking existing clients for referrals to using online marketing to generate leads, most of the typical lead generation methods require too much time to scale effectively.
Luckily, there’s a simple, cost-effective marketing channel that you can use to get seller leads for your real estate business: direct mail.
With direct mail real estate postcards, you can generate a consistent supply of seller leads, giving you a larger number of properties to market and a greater potential to achieve your commission targets.
From working out who to target to figuring out what to mail, read on to learn more about how you can use real estate direct mail to generate seller leads.
First, work out who to target
One of the biggest advantages of direct mail is that it lets you speak directly to your target audience. With the right targeting, you can deliver your message straight to the audience that’s most likely to respond to it.
Expired listings are a great target for realtors. Since they’ve expired without being sold, you can emphasize the value you bring to the table by marketing the property effectively and potentially securing a buyer.
First, it’s important to work out which sub-audience of expired listing owners you should target. Homes fail to sell for a variety of reasons, each of which affects your direct mail campaign:
Did the property fail to sell because it wasn’t marketed effectively?
Did the property fail to sell because it was priced too high?
Did the property fail to sell because of small, fixable issues?
Each type of property requires a different approach. In this first case, your direct mail postcards should emphasize your understanding of property marketing. The second should explain how you can help the owner achieve a realistic sale price.
The third should focus on how you specialize in staging and can transform almost any property into an appealing item for buyers. The more specific you are in your real estate postcards, the more effective your lead generation campaign will be.
Second, work out what to mail
The key to targeting expired listings is to position yourself as the solution to your target audience’s problems. A great way to do this is to mention the problem each prospect is facing, then talk about how you can solve it.
Real estate marketing postcards are ideal for this. In your headline, mention each sub-audience’s specific problem. Using your subheading and copy, expand on the solution you can provide for each audience.
Once you’ve established yourself as the solution, provide a call to action. List your phone number and email address to make it easy for prospects to contact you. Use an offer – a free quote or useful guide – to encourage recipients to take action.
Third, start mailing frequently
While some recipients will respond to your campaign on the first postcard, most people will need to warm to your message before they take action. Sending your postcards frequently lets you build trust with your target audience over time.
Don’t just stop at one postcard – over the course of weeks and months, send out a steady stream of communications to your target audience that showcase the ways you can market and sell their property.
Frequency is the key to a successful campaign. Keep your message consistent and your mailings steady and, over time, you’ll notice your target audience will start to take action and respond to your campaign.
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