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.