Direct mail is a given in real estate marketing – it practically always has been. Some of us view it as a necessary evil, especially when the costs start racking up (and even more so when we don’t see immediate results). Direct mail has traditionally been, and still is, one of the best methods for bringing in new clients.
Is there someone you work with regularly who might want to partner up and run a direct mail campaign with you? Maybe there’s a local moving company who’d like to share some mail space with you, or a cleaning company who specializes in move-outs; perhaps there’s an interior decorator that all your past clients love.
The point is that partnering up can save you half of what you’d spend on your own – and you don’t have to partner with another Realtor® to do it. (Use caution when selecting a co-marketer. Once you put both names on a postcard, their reputation becomes your reputation. So it is crucial to either know them WELL or have thoroughly investigated them beforehand.)
Save Cash on Printing
If you’re doing postcards, you can always find a good deal on Vistaprint (check RetailMeNot for Vistaprint coupons before you order, too; you might find an even better deal). If you’re working with a local printer, ask him or her to provide you with the total cost – often, they don’t include the cost of the printing materials – and then see if you can negotiate a better rate. You may be able to trade in the glossy finish for a more affordable price or include the printer’s logo on your cards for a deep discount.
Save Cash on Postage
The USPS has an Every Door Direct Mail program that can save you big, even over metered mail. This is a good option if you’re blanketing a specific area, whether you’re targeting renters or current homeowners. It’s delivered indiscriminately to every house on the mailing route you choose. However, if you’re trying to reach a very specific market, such as couples in their 20s or people who have done business with a Realtor in the last five years, it’s much better to use a mailing list and mail your pieces out at the metered rate.
Right now, Every Door Direct Mail costs $0.175 (really… 17-and-a-half cents). That’s a substantial savings over the regular postcard rate.
Don’t waste resources on an outdated mailing list. Make sure yours is updated before you launch your next campaign.
Do remember that return on investment is more important than cost.
Let’s Talk About a Career with Benchmark Realty
When you’re ready to discover how different your real estate career can be with Benchmark Realty, let’s talk. Call us at (615)371-1544 or fill out the form below. We’ll be happy to set up a confidential meeting when you have time.