edyang
06-17-2008, 02:46 PM
I know times are tough for everyone in the real estate and mortgage industry, but as the old saying goes, when you’re given lemons…make lemonade.
In other words, even though times are tough there are still opportunities for savvy marketers.
This is the time to go back to the basics with your direct mail efforts and re-examine everything from the ground up.
I wanted to offer my thoughts on the three most important basic tips in creating direct mailings, and I’d be interested in hearing your thoughts as well:
Tip #1: Write about them them them, not about you you you.
The first tip is so basic, yet even the best copywriters and marketers fall into the trap.
We think that a prospect cares about our firm’s history, or about the fact we’ve been in business for 20 years, or that our office furniture matches, etc.
The truth of the matter is, the prospect could care less about any of that.
They want to know, what is the benefit to me?
So read and re-read all your direct marketing. Chop out any unnecessary copy related to your company and focus like a laser on the concrete benefits to the prospect.
Tip #2: Micro-Target
In order to maximize the chance that a prospect will listen to you and take action, you first need to create the profile of what an ideal client is, then micro-target to get to that client.
For example, let’s take the case of first-time buyers. Instead of mass-blasting a generic letter, how about a letter that has a purchase analysis based on the prospects' modeled income, images of homes in the prospects' price range and total monthly payments. Wouldn't you expect the response rate to be much higher on a piece like this that is so targeted?
Tip #3: Provide Timely Relevant Information
As my golf instructor used to say, it’s all in the timing.
Being at the right place, at the right time, with the right offer isn’t simply about luck. It’s about foresight. And that leads to sales.
Providing timely relevant information to prospects will significantly increase the odds of your success.
Let’s use the example of a first-time buyer again. Using the current interest rate, the prospects' FICO score, current estimated income etc you are creating an offer to them that is tailored to their situation as of this point in time.
So to summarize, you’ve used Tip #1 to talk about the prospect, Tip #2 to micro-target a prospect and Tip #3 to provide timely relevant information.
So we all agree that marketing needs to be targeted and personalized in order to be effective. It’s easy to calculate numbers one prospect at a time, but when we’re talking about a scale of thousands of direct mailings how can that be done in a realistic manner?
Luckily there is software out there that can do calculations on thousands of prospects simultaneously and help you blast thousands of letters that are targeted and highly personalized to each prospects’ unique situation.
The best news is it’s free.
Our GoCampaigns LeadMiner software allows you to create FICO-based and demographic campaigns. Instead of a generic letter you can now send a direct mail piece to prospects with every letter offering relevant information and choices.
Did I mention that the software that creates personalized letters and saves you time in the process is also free? Google GoCampaigns LeadMiner, and click on the Realtor tab.
With technology like LeadMiner, there’s no excuse why you can’t send highly targeted personalized direct mail, regardless of the size of your firm.
I hope these 3 tips were useful for you. If you’ve read this far, you’re already ahead of most of your peers in the sense that you are looking to improve your direct marketing efforts. Good luck!
In other words, even though times are tough there are still opportunities for savvy marketers.
This is the time to go back to the basics with your direct mail efforts and re-examine everything from the ground up.
I wanted to offer my thoughts on the three most important basic tips in creating direct mailings, and I’d be interested in hearing your thoughts as well:
Tip #1: Write about them them them, not about you you you.
The first tip is so basic, yet even the best copywriters and marketers fall into the trap.
We think that a prospect cares about our firm’s history, or about the fact we’ve been in business for 20 years, or that our office furniture matches, etc.
The truth of the matter is, the prospect could care less about any of that.
They want to know, what is the benefit to me?
So read and re-read all your direct marketing. Chop out any unnecessary copy related to your company and focus like a laser on the concrete benefits to the prospect.
Tip #2: Micro-Target
In order to maximize the chance that a prospect will listen to you and take action, you first need to create the profile of what an ideal client is, then micro-target to get to that client.
For example, let’s take the case of first-time buyers. Instead of mass-blasting a generic letter, how about a letter that has a purchase analysis based on the prospects' modeled income, images of homes in the prospects' price range and total monthly payments. Wouldn't you expect the response rate to be much higher on a piece like this that is so targeted?
Tip #3: Provide Timely Relevant Information
As my golf instructor used to say, it’s all in the timing.
Being at the right place, at the right time, with the right offer isn’t simply about luck. It’s about foresight. And that leads to sales.
Providing timely relevant information to prospects will significantly increase the odds of your success.
Let’s use the example of a first-time buyer again. Using the current interest rate, the prospects' FICO score, current estimated income etc you are creating an offer to them that is tailored to their situation as of this point in time.
So to summarize, you’ve used Tip #1 to talk about the prospect, Tip #2 to micro-target a prospect and Tip #3 to provide timely relevant information.
So we all agree that marketing needs to be targeted and personalized in order to be effective. It’s easy to calculate numbers one prospect at a time, but when we’re talking about a scale of thousands of direct mailings how can that be done in a realistic manner?
Luckily there is software out there that can do calculations on thousands of prospects simultaneously and help you blast thousands of letters that are targeted and highly personalized to each prospects’ unique situation.
The best news is it’s free.
Our GoCampaigns LeadMiner software allows you to create FICO-based and demographic campaigns. Instead of a generic letter you can now send a direct mail piece to prospects with every letter offering relevant information and choices.
Did I mention that the software that creates personalized letters and saves you time in the process is also free? Google GoCampaigns LeadMiner, and click on the Realtor tab.
With technology like LeadMiner, there’s no excuse why you can’t send highly targeted personalized direct mail, regardless of the size of your firm.
I hope these 3 tips were useful for you. If you’ve read this far, you’re already ahead of most of your peers in the sense that you are looking to improve your direct marketing efforts. Good luck!