Nowadays, everything is done online. While going digital helps you reach a broader group of people, from a marketing standpoint, it does not help build personal relationships with the clients and potential investors. Secondly, direct mail marketing campaigns are pretty practical compared to emails because an email from an unknown person gets directed to a spam folder that people rarely open daily.
When it comes to businesses like real estate firms, building personal relationships is crucial. People only seek advice and consult a firm that they trust. This is why realtors prefer direct marketing tactics, like direct mail postcards to their target audience and leads. These cards can contain information about the listings, open houses, recent achievements, call for listings, discount code, and contact details of the agent. And the ROI for direct mail is much higher in most cases.
Here are some more reasons why direct mail campaigns are effective.
Target a specific area
As a realtor, you will target a specific zone for your campaign. Unless you are new to the business, you will already have a list of leads. You can target an area with mail cards no matter how small or extensive your contacts list is. This way, you will spread the information about your business directly into their hands.
Furthermore, since this form of marketing is relatively cheaper, it is easier for you to remain in touch with the leads or prospects by sending follow-up postcards many times.
Many realtors prefer to strike a perfect balance between direct mail postcards and digital campaigns. Digital marketing is quite effective in capturing someone’s attention. However, the strategy assumes that the target market uses the internet and various social media platforms.
However, there are chances that many people do not prefer digital means of communication. For instance, the older population is less connected to the internet. They find it difficult to operate and respond quickly to an email. So, by opting for direct mail postcards, you reach every type of person – those who use the internet and those who do not.
In this manner, you reach out to the more significant demographic, eventually increasing your ROI.
You will always have your foot in the game
PPC or pay-per-click marketing is a tactic wherein you bid for specific keywords to showcase your website for the corresponding keyword at the top of the SERP. While it sounds easy, setting the right campaign that produces a good ROI is challenging. In addition, there are high chances that your competitors might be bidding on the exact keywords. This will eventually raise the costs of those keywords, increase your marketing costs and lower your ROI.
On the other hand, you do not have to worry about your competitors when you send postcards to your target audience. Regardless of competitors in the market, they will not be able to hamper your campaign.
So, if you plan to opt for a postcard campaign for your real estate business, it would be wise to hire a skilled mailing and printing company. Not only will they print the cards better, but they will also help distribute and track them.