It looks great! Your newsletter, DLE cards or appraisal letters are highly professional. You’ve got stunning photography and quality printing…but if you can’t get it in the letterbox, and into the hands of homeowners, what’s the point, right?
The last step in the process is to make sure it gets delivered, noticed and read. Here are a few tips.
1. Involve Your Delivery Person in Your Success
Offer your delivery person an incentive e.g. movie tickets each time you get an appraisal or listing from their delivery round. This helps them to understand the purpose of their job and encourages them to follow through and actually complete the deliveries.
Tip: Occasionally call a few homeowners you know enroute to ask if they received your flyer, to make sure your delivery person actually did their job, and in a timely manner.
2. Deliver on Weekdays
Research shows weekdays achieve better cut-through (people actually seeing your marketing material) than on weekends.
3. Deliver on a Different Day to Everyone Else
Find out what days the local “junk mail” contractors deliver their stack of papers. Avoid these days so yours doesn’t get lost in the pile.
4. Make it Lumpy
If using an envelope, occasionally insert a magnet, calendar, pen, wrapped confectionery or candy cane at Christmas time. This makes the envelope lumpy, piques curiosity, “What’s in here?” and gets it opened.
5. Use Addressed Mail for Delivery to All Letterboxes
It’s a lot of extra effort, so consider carefully, but we can use a mail merge to print homeowner names and addresses onto your marketing material. This can either go inside a window envelope or be distributed, as is.
The best practice when distributing addressed mail is that you have an existing relationship with these people and/or have their permission to stay in touch.
- Personalised communication is much more noticeable.
- Addressed mail can go into all letterboxes, even those with “no circs”.
- This makes you standout – your competitor is unlikely to make the effort.
- If you don’t have an existing relationship with them, some homeowners with “no circs” may raise concerns about their wishes being ignored, even if you have legitimately used “addressed mail”.
- If acquiring a database of homeowners, this must be from a legal source, and done within the provisions of privacy laws.
- If distributing addressed mail to letterboxes, seek your own legal and management advice first to ensure you don’t contravene any local by-law or company policy.
- For the definition of “addressed mail”, read The Marketing Association National Code of Practice for the Distribution of Unaddressed Mail.
Good luck with deliveries!
Remember that advertising only works if it’s repetitive – make sure your real estate marketing material goes to exactly the same households, again and again, every single month.
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