7 Tips to Increase Direct Mail Response and Conversion

Many estate agents in the past have used Direct Mail shots to get new instructions and many still continue to do so today. Even with the advent of the internet, this is still a very useful tool to have in the box and is indeed the main source of new instructions for many agents.

If you are one of those agents then here are some tips to increase response and conversion of your direct mailings:

Address the envelope by hand. If it looks like junk mail, it will get treated as such and binned, increase your chances by writing the envelopes by hand or at least printing the envelopes with handwritten style fonts.

Personalize the envelope. If you know the owners name, use it as a personally addressed envelope has much more chance of being opened than a “Dear Homeowner”. If you have the funds, buy a mailing list.

Use the full address. Even if you are canvassing an area yourself, pretend you are the postman and address the envelope correctly with the name if you have it as before, the street, number, town and postcode.

Mail it. Yes, send the envelope by snail mail. Something that has been received by post, with stamp on it, has a much much greater chance of being opened. Again, if your budget is limited, scan a processed stamp and print it on the envelope, with the high quality printers of today standards it’s a doddle.

Put the right envelope in the right mailbox. Make sure that you deliver the personally addressed envelope to the intended recipient. Or not? Here’s something that has just occurred to me whilst typing this: How about “posting” it in the wrong mailbox and so get the neighbour to pass it on. This way you get automatic “third party approval” – Try this at your own risk though, I’ve just thought of it and have no way of knowing that it works!!!

Make the contents stand out from the rest. Don’t do what all the other agents do and say “we are continuously looking for new listings in the area for our large client database”. Well, if that were the case, why are there still so many properties advertised on your website? Facts tell, stories sell – make an hones compelling statement about why you would like to list their property.

Make the contents “sell” to the recipient. Every contact with a potential lead should be a marketing piece in its own right, not just a statement and a request. Headline, sub-headline, text, sense of urgency and call to action. Lead the to take an action to contact you.

So here are the seven suggestions that will help you get more listings:

  1. Hand address the envelope
  2. Use the recipients name
  3. Use the full address
  4. Send it in the Post
  5. Ensure it’s delivered correctly
  6. Make it unique
  7. Make it a Marketing Piece

Following these simple guidelines will help you increase response and conversion making you more efficient and giving you more time to spend with your clients.

12 Month Marketing Calendar – Your Turn-By-Turn Navigation System To Business Success

As every smart business owner knows, marketing your business should be a CONSTANT effort. It’s something you need to continuously doing in order to keep your pipeline full of interested and qualified prospects.

However, for many, life simply gets in the way, obstacles arise, and all the good intentions seem to fade. As a result, you come to your senses one day and realize your pipeline’s dry as a bone and you’re struggling just to survive.

One way to make sure this doesn’t happen is to create a detailed day-by-day calendar of marketing tasks and activities to be completed over the next 12 months.

Creating this calendar acts very much like the GPS turn-by-turn navigation system in your new car. You tell it where to go (writing out your goals) and as you move along the journey (going through the year) the system tells you where to turn (the marketing activities to complete) in order to arrive safely at your final destination.

In order to help you create a magical marketing calendar, here are 7 key steps to keep in mind:

1. Plan out the entire 12 months in advance.

By laying out the full 12 months ahead of time, you lay out the entire year’s journey ahead of you. This is what gives you the turn-by-turn direction needed to achieve the goals you’ve laid out for your business.

2. Plan a ‘campaign’ every month.

As you plan the full 12 months, it’s important to create an ‘activity’ or ‘campaign’ for each and every month of the year. This does a couple of things for you.

First, it gets you in the marketing mindset. Doing something each and every month forces you to think about marketing more consistently and it should encourage you to study and learn good marketing principles.

Second, it helps develop name recognition with your target market. While small businesses should NEVER waste money on branding type marketing, developing some name recognition as a side benefit of good direct response marketing is a good thing. Being consistent with your marketing helps make this happen.

3. Pick a theme for each campaign.

One of the biggest sins of marketing is being boring. With as much advertising as your prospects are subjected to, it’s important to be interesting and picking a theme for each month’s campaign helps generate interest.

To create an interesting theme use current events in the local or national media, holidays, movies, or anything else that you can create a character or story around.

4. Target your efforts at prospects, customers, and partners.

To create a pipeline that’s always full, you need to tap as many resources as possible. It’s impossible to rely on just one method to create a steady stream of interested, qualified prospects and by directing your activities at generating new business via prospects, your existing customers, and joint venture partners, your chance of filling your pipeline increase substantially.

5. Be flexible.

Now, even though your plan is for a full 12 months, there may be obstacles or detours in the road the cause you to adjust your course. Be flexible enough with your plan to accommodate these changes. Doing so will ensure you the ability to make the necessary adjustments that will allow you to reach your destination.

6. Schedule periodic checkups.

A big key to success with your plan is the ability to check your progress and make changes as needed. To make sure these periodic check ups occur, schedule appointments in order to make sure they happen.

7. Stick to your plan!

This is quite possible the BIGGEST key to success with your 12 month marketing calendar. After going through the time and effort required to create your calendar, it would be a shame to not put it to use.

So, as soon as you finish creating your step-by-step marketing roadmap, make the resolution to STICK TO IT! Don’t allow life’s ups and downs deter you from carrying out your plan.

If you know where you want to take your business in the next year, the only way to ensure your safe arrival at the final destination is to clearly map out your path. Creating this 12 month magical marketing calendar will give you the direction you need to achieve some phenomenal results.

Maximize Your Marketing Buzz – Channel Your Communications Into One Integrated Marketing Plan

The concept of Integrated Communications stems from Integrated Marketing Plan, but taking it to a different level. Let’s just say this is the “Art” of marketing and Integrated Marketing Plan is the “Science” of it… Or put it another way, Integrated Communications is like the art of cooking, planning all the right ingredients to be put into the cooking pot. Integrated Marketing Plan is the reality check presenting you with a budget which restricts the amount of ingredients.

This is seen as a reality check for enthusiastic marketers with the planning phase allows you great creativity in applying your marketing mix. It helps you to apply your rational thoughts to justify your marketing spending. It helps you plan your budget by guiding you to match your financial and manpower resources, gives you a time line for achieving your goals and helps you monitor your progress.

Integrated Communications is a term which defines a concept which consolidates and reiterates through one focused & unified message across all the marketing mix of advertising, public relations, direct marketing as well as all marketing collaterals.

The concept works well for both the traditional as well as internet marketing. Large brick and mortar corporations will manage theirs via synchronizing their TV, radio & press ads, publicity with direct sales initiatives with one single message. Past experience suggested that great effort must be executed to ensure that all marketing mix activities are aligned throughout with one single message. This is especially so when the corporation is large and adopts a decentralized business model.

By contrast, with regards to Integrated Communications for Small business Internet Marketing, there seems to be lesser alignment problems. You can standardize and focus your keywords in your scripts, online display ads, emails, newsletters to enhance search results via Search Engine Optimization (SEO), do your social book-marking, networking and viral marketing all within your control.

Successful campaigns almost without fail (don’t mind the pun) consists of at least 4 aligned marketing tactics, namely extensive exposure advertisements, direct marketing, website, email marketing.

Hence, “Integrated” takes on a whole new meaning when you examine the various potential communications tools you can used, match it with your marketing budget plan, time it for implementation and review it over time for enhanced effectiveness. This effectively speaking, forms the Integrated Marketing Plan.