The Do s and Don ts of Direct Mail for Property Professionals.

Transcription

1 The Do s and Don ts of Direct Mail for Property Professionals. As a property professional, you may be finding that the amount of applicants registering with your estate agency has slowed down a little- particularly since Christmas has been and gone. But finding new customers doesn t have to be a drag. With the BriefYourMarket.com Direct Mail feature, you can easily create campaigns that target potential prospects with pinpoint precision- and generate tangible results. You might have heard lots of differing opinions about Direct Mail, and that s okay. We re here to set the record straight. Read on for the truth about this powerful marketing tool

2 What s Changed? Over the last few years property prices have fluctuated. You may have put all your resources into lettings, or towards new customers. We find many agents have not reached out to their archived database- sometimes in years. Marketing has changed for agents, from the rise of sites like Rightmove and Zoopla and with stats showing people move house up to 8 times in their lifetime, it s now more critical than ever to have a cost effective marketing solution that empowers your agency to create great marketing campaigns that both engages your archived database and captures new leads. Looking back just 10 years, marketing was very different indeed. As a property professional, you may have relied on word-of-mouth recommendation, flyering or newspapers adverts before the advent of websites.

3 Did You Know..The earliest UK direct mail campaign that is known to have gained significant results took place in London in 1825, and took the form of a pamphlet for a funeral parlour, offering prospective customers a scheme that allowed them to pay for their funeral in advance, over a period of 6 months. This was said to generate over 1100 responses- a particularly impressive response in the 19th century. Communication channels are always seen as a threat to the previous one. When CDs came in, people resisted insistent that vinyl or tapes would reign supreme! When TV came a fixture in every home, the fear was that the cinemas would close. This simply isn t the case. As we are seeing now with digital TV, play on demand and the rise if YouTube and Vimeo, consumers want communication across more channels. One does not replace the other in fact, it enriches our media consumption. This is the same for direct mail. During the rise of and social media marketing, articles with names like, Direct mail is dead The demise of print marketing were prolific on the Internet. What surprised everyone is that the end wasn t nigh; conversely, stats have shown that a huge 44% of people who receive direct mail then visit the brand s website (Direct Marketing Association). This form of marketing is crucial to enhancing your online presence and inciting interest in your brand. But, like with any campaign, a finely targeted approach yields the best results. Canvassing cards are probably a big part of your marketing. These direct mail pieces typically work really well with Sold in your area campaigns. With BriefYourMarket.com, you can include a large image of the sold home at the front of the piece, which should be instantly recognisable to your prospect and captivate their attention, urging them to read on. They can even be addressed by name for that truly personal touch, so your prospect knows your message hasn t just been intended for just anyone s mailbox. Our canvassing cards can be generated automatically, based on triggers such as a valuation request or a house sold in a particular area. What s more- you can also use our Draw-a- Search tool to create your own custom search area, whether you want to focus on a particular street or estate and get really specific with your filtering. But canvassing cards aren t all we offer to rocket your marketing strategy! And we can also slip you some handy tips on what to do as well as methods you should steer clear of- if you want to make your direct mail a success.

4 What not to do Work Solo Your direct mail should be sent to arrive as part of the marketing mix- not the whole thing. Stats show that marketing that spans 2-3 channels has an average of 24% more engagement- so you should use direct mail alongside our ing and Newsletter feature, in order to establish your brand in the minds of your customers, and become a familiar name that they associate with credibility and trust. For example, as well as sending out a flyer about your upcoming open house event, it s wise to follow up with an or SMS message to those who have expressed their interest, increasing the chance of customer engagement and keeping your brand fresh in their minds. Keep your sales team in the dark Your entire sales team need to be on board with your all of your outbound marketing, and direct mail is no exception. As well as it being a good idea to inform them of your upcoming campaigns in case they receive any enquiries or follow-ups, it s also worth getting the input of your sales team when you create your campaign. As the face of your business, they might be able to give you some tip tips on your tone, or the most frequently asked questions they hear from customers.

5 What not to do Flyer by hand You might want to get out there in the field whilst you re delivering your message, but flyering by hand can be a lengthy process for you and your staff- and we know that your time is precious. Not only that, blanket deliveries means that your campaign isn t targeted, and we ve found that targeted direct mail yields a 2.5 times greater return on investment than traditional direct mail. If your audience is carefully considered, you stand a much better chance of generating more interest from your campaigns. We allow you access to one of the largest sets of consumer data, containing over 20 million households, so you can seek out the most suitable customers to whom you should be sending your message. Filter by criteria such as age, gender, household income and marital status, as well as many other variables. With BriefYourMarket.com, you do longer have to hand deliver hundreds of cards in all kinds of weather, meaning you lose out on that precious telephone contact with the customers who need you. Your direct mail acts as your sales people, and can be automated and sent straight to your customer s door, meaning you can focus on those mounting in-house activities, safe in the knowledge that your creations are doing the talking for your business. Guess the area Many businesses send out general messages to an entire area, casting as wide a net as possible and then hoping and praying for leads. The problem with this kind of communication is that it s so cold and impersonal that it screams to the recipient that it might as well have landed in anyone s mailbox. Whilst the business waits for a response, whether that s a phone call or having prospects drop into their branch for a chat, it s likely that most of these messages are being thrown away, without even being properly read.

6 What not to do Rely on old data Stats show that people move an average of 8 times and, chances are, if you haven t checked your data in a while, a lot of it s probably out of date. To get the most out of your marketing, your list needs to be fresh and as engaged as possible. In order to get the most out of your CRM, you should be consistently communicating with your list, keeping track of unsubscribes, and giving them the chance to change their details or preferences if they need to. If you re sending to people who no longer require your services, or out of date information, you re just going to be wasting money and not getting the best out of your campaigns. Use multiple providers to source your direct mail When sourcing and ordering your direct mail, it s always best to go with one provider. That way, you have more control about what hits your customers, and the impression they get from your brand. For example, with popular online print retailer, Vistaprint, you are often limited to one choice depending on the piece you re looking for. Then, once it is sent, it arrives with your customer and isn t addressed to them by name. According to a study conducted by Aberdeen Group, 75% if customers like when brands personalise their communication and use names, and we integrate with your current CRM system to ensure that all of your communications address your customer by name, making your message feel really friendly and personal.

7 Smart uses of direct mail you should be doing Go Manual Automating your Direct Mail is easy, and it doesn t have to be a headache. Stats show that 63% of companies that are outgrowing their competitors use marketing automation software (Position 2). Here s everything you need to know about this clever tool: Automation 101 Quite simply, automating your direct mail means that you communicate with your customers following key events and interactions, but takes away the step of having to remember to hit the send button each time. You can trigger your property brochure to arrive following your customer s initial registration, or your canvassing cards to be sent as often as you like. It s just one less thing for you to think about when you re already swamped. You don t have to worry about remembering to send out each message following a significant customer milestone or before a significant event. With BriefYourMarket.com, you can trigger your brochures or welcome letters to be sent whenever a customer registers their details with you, simply by integrating your CRM software with ours. Not only will your professionalism impress your customer, but automating this process will also save you time- meaning you can concentrate on your other marketing activities. Not quite convinced? Here are some amazing stats about the power of automation: Marketing automation drives a 14.5% increase in sales productivity and a 12.2% reduction in marketing overhead. 75 of companies using marketing automation see ROI within 12 months (Focus Research)

8 Smart uses of direct mail you should be doing Referrals Research conducted by Business Week shows that 70% of customers look at ratings and reviews before making a purchase. With this in mind, your direct mail can also be used to request testimonials from your existing customers, in order to showcase your glowing reputation to potential prospects. This doesn t mean you have to trawl through your records and make an exhaustive list. You can automate your direct mail so that it hits customers who successfully sold or purchased their home, mortgage or [other service] with you on their first year milestone of this event. Worried about being intrusive? Don t be. You can also take the opportunity to wish your customer a happy first anniversary in their new home, and remind them that you re there if you need anything. Make sure you also include links to your social media presence, encouraging people to connect with you on those platforms. That way, you stand a bigger chance of them advocating your brand and attracting their online connections. Once you ve received your testimonials, you can include the best quotes on your future direct mail campaigns when you re looking to attract new customers- making your message even more powerful. The Reply to Card Although these cards aren t used as often as brochures and leaflets, they can be marketing gold for when you want to interact with your customer, but want to give them another option for responding, other than phone, or online. Plus, if you ve piqued their interest, but your prospect isn t quite ready to pick up the phone or call in to your branch during their travels, they can fill in their reply card and post it back to you; you give them all of the communication control, which can be an empowering tool. Sending out a reply to card as part of an ongoing direct mail campaign, where you also test out responses to leaflets, brochures and canvassing cards, can be very effective, as you re considering the personal communication preferences of everyone you target.

9 Smart uses of direct mail you should be doing Smart Content Once your prospect has picked up your direct mail, you need to make them want to read it. That means crafting smart, compelling content that makes an impact. Firstly, your message needs to be easy to read. That means avoiding intimidating blocks of text; they will only give the reader a headache. You can break up your copy with short paragraphs, sub-headings as well as bullet points or lists. Typically, lists are manageable, easy to digest and can be quickly scanned, yet still effectively drives home the main points of your message. Secondly, you need to ensure the benefits are the focus of your message. To do this, simply appeal to emotion first, then reason afterwards. We are an emotion-driven species, prone to reacting strongly to messages that, for whatever reason, feel close to home. Once interested, we then justify our feelings with logic, e.g. Registering with this estate agency would be beneficial to me, because... Your copy should follow this formula. Instead of immediately jumping in with the features of registering with your estate agency, and buying or selling with you, describe the core benefits; these are what your customer really wants to know about. Is it great value for money? Peace of mind? Will you help them find their dream home? The core benefit will be what initially jumps out at your customer and hooks them. Once you ve done that, you can reel them in with details of your best features, such as the high level of support you offer- and then seal the deal. Lastly, feature attractive images/graphics to break up your copy and make your direct mail look visually appealing. Whether this is an image of the house you just sold, the interior of one of your best properties or a stunning landscape, make sure your images enhance your message and complement your text.

10 Smart uses of direct mail you should be doing Brochures A picture is worth a thousand words, so imagine the impact when you use lots of them! Exhibit all of your properties in one stunning place with a brochure. Not only are these literature pieces great for making your house, flats and apartments stand out beautifully, but they re also so simple to create. Just select one of our templates, add in your images and your accompanying text, and you re away! Letters Get truly personal with your mail by sending letters to your potential customers. Whether you re inviting them to an open house or auction event, sending a confirmation of their upcoming valuation, or forwarding an invoice, you can really make an impression when your message arrives in an enveloped, addressed to your prospects by name. Choose from a wide range of paper and finishes in order to get your message just right, and make a memorable impression. The Follow Up Your follow up is crucial. Many of the people who didn t respond to your first campaign may show more interest after your message is communicated for the second or third time. This is because your brand will become more familiar to your prospects at this point, and they will therefore feel more trusting towards you and hopefully more willing to hear what you have to say- so don t give up after just one try. Whether you re sending out another Direct Mail campaign or following up via telemarketing, make sure you commit to a strong follow-up plan.

11 How can the BriefYourMarket.com Direct Mail feature help your estate agency? If you re now convinced that direct mail is not dead and rightly so why not talk to us about launching your first multi-channel campaign? Here s what we can help with: By accessing our data module containing over 20 million pieces of consumer information, you can target your campaigns with pinpoint precision and get really creative with them, in order to generate the results you re looking for. BriefYourMarket.com offers a full suite of direct mail pieces, including leaflets, canvassing cards, brochures and letters, so you can choose what works best for your business, or the theme of your campaign- whether that s Looking to buy? Here are some of our best properties or We just sold this house on your street- and we can sell yours, too! Our targeted direct mail enables you to unobtrusively speak to your customers within their own environment, whether that s at the kitchen table with a coffee or in the warmth of their living room. Sending direct mail with BriefYourMarket.com couldn t be simpler. All you have to do is choose from one of our personalised range of online templates, add your contact details and the message you wish to convey and send all with no need for a designer! You can make it more relevant to your target market by changing the images so it becomes bespoke to your branch. Alternatively, you can upload your own templates/branding and still have the ability to edit online. We have a low minimum print run of just 25 canvassing cards a brilliant way for you to create small campaigns with impact. Our studies show direct mail has the lowest cost per lead, compared with tele-marketing to prospects, so you can make your marketing budget go so much further. Before we print, stamp, address and post your created pieces, we even check all your existing data against the Royal Mail database so you can ensure that not a single piece ever goes to the wrong place or gets lost in sending. We even let you allow different branches to control their own direct mail campaigns, and you get to give the word of approval before anything is sent out. You get to choose whether your created mail arrives at your office, for hand delivery, or directly to your customer s door once you ve hit send. The power is in your hands.

12 Get in touch If you want to know how direct mail could work for your estate agency, drop us a line. We d love to hear from you! T: +44 (0) E: [email protected] W: