Property investors can leverage numerous means to promote their services, as well as the properties that they can present to their clients. Aside from the traditional means of offering business cards, flyers, and brochures, they also now leverage digital channels and build a strong online presence through social media platforms or even their website. It goes without saying that direct mail campaigns are still being implemented in this modern-day and age. The only thing is that it is done in parallel with email marketing. Below are some of the ways on how both of these strategies are executed by property investors.
Honing in the target recipients
As a property investor, regardless of whether you intend to send a postcard or a digest through a postman or send an electronic mail to the inbox of your recipient, the first thing that you need to do is to identify your target recipients.
- Direct Mail Campaign: In a direct mail campaign, you need to identify your ideal recipients by considering a number of factors. For instance, think about whether you want to get in touch with home buyers or home sellers or whether you want to focus on a high income or low-income housing. In the same manner, you also need to specify your goal or objective in doing so, such as whether you intend to generate leads or merely build awareness. This will be your basis in identifying the target area where you will send your mails to.
- Email Marketing. You also need to identify your target recipients in email marketing but the factors you need to consider may slightly vary from that of a direct mail campaign. You will need a landing page in order to gather the contact information of potential clients. Once you have a database of email addresses, you need to be able to segment them based on different factors such as their preferences, budget, or location to name a few. There is also the option for you to leverage on Listsource or other lead sources to provide you with targeted lists. More often than not, the leads from these sources are already segmented by demographics, location, property criteria, and mortgage equity data among others.
Sending in timely mails
Once you have a list of your target recipients, the next step is for you to establish a schedule for when you need to send out your direct mails or emails.
- Direct Mail Campaign. The ideal frequency of sending direct mails is at least once a month over the course of three to five months, or even longer as long as your budget permits you to. You can also consider the seasonal trends in real estate. For instance, send emails to generate leads on the peak season for real estate such as spring, and send holiday postcards during winter just to create brand awareness.
- Email Marketing. While it is very convenient to send emails because of email marketing tools, for sure you wouldn’t want your mails to end up in the spam folder of your recipient. Ideally, sending in an email at least once a week is alright, but this frequency still depends on your overall marketing campaign, as well as on your segmented audience. For instance, a targeted campaign is best for hitting an audience segment with a particular offer, while a drip campaign will merely keep your audience updated with the latest news.
Being mindful of the mail content
In both direct mail campaigns and email marketing, you need to be mindful of the content of your email. Make sure that your marketing letter is clear about who you are and what you do, as well as the problem or issue that you can help them with. Also include a call to action, or what your recipient should do next, whether it is to call you or fill out an online form. Bear in mind that the rest of the content of your mails will largely depend on the audience you are targeting.
Property investors use direct mail and email marketing in conjunction to reach out to homeowners putting up their property for sale or looking for a property to own. In both of these techniques, they hone in on their target audience and make sure that they send in timely emails. In order to capture the attention of their recipients, they also ensure that the content of their emails is relevant and informative. It can, therefore, be deemed that both direct mail campaigns and email marketing are effective for property investors, particularly when used in parallel.