Direct Mail Opportunities Include More Than Finding Leads

Direct mail opportunities in real estate marketing include building long term relationships with clients and generating referrals.

Making The Most Of Direct Mail Opportunities

Target Your Audience

what is the objective of your mailing?

if you are prospecting for leads, target potentially qualified strangers whom you do not know.

if you are looking for referrals, target people who know you and the quality of your service … clients and network contacts

you can save money through focused targeting to reach the appropriate audience

Prepare Your Mailing Carefully

what do you want your audience to do?

what do they need to know in order to take this action?

don't expect strangers to make referrals to you when they don't know you.

don't waste your time and annoy clients or contacts by telling them what they already know about you.

More Direct Mail Opportunities .. Building Relationships With Clients & Contacts

If the purpose of your mailing is to enhance existing relationships, simply provide information that gently reinforces your personal brand and brand promise.

By all means refer to recent accomplishments and new developments or trends in your market.

You might even report on new content or features on your website or give a review of past blog entries or your upcoming newsletter.

Don't ask your audience to take specific actions.

Certainly leave the door open for referrals with a comment like:

“Business is great, but I'm always open to referrals from clients and friends".

This will send the message that you are doing fine but still willing to accept new referrals

If appropriate you can also include suitable advertising specialities and promotional gifts

Generating Referrals

If you want referrals ask for them … but don't beg.

When asking for referrals, put a positive spin on why you are looking for new clients:

“It's been busy helping clients whose transactions have closed. Now it's time to help others with their real estate needs.

“Perhaps you know some one who is thinking of buying or selling a home.

“If you do, I would be delighted to assist them with their real estate transactions.“

Offer you referral sources two suggestions for connecting with potential clients.

direct mail opportunities

They could give you the names and contact data so you can make the contact.

Or they can give your name and contact data to prospective clients.

In this case, ensure that you reference source the enough and accurate information to complete the referral.

At the very least, this information would include several of your business cards, brochures and the address of your website.

In either case, make sure that the referral source understands how the referral will be made.

Also be sure to leave the door open to future referrals.

“If you don't know any one who is thinking of moving soon, I would appreciate your keeping me in mind should you hear of some one who is thing of buying or selling a home.”

To show your appreciation for referrals, offer to return the kindness:

"Regardless of whether or not you make a referral, I would be happy to help you in anyway that I can."

This will help enhance your exisiting relationships with clients and contacts.

By considering direct mail opportunities beyond just generating new leads, you can generate better results from your real estate marketing.