Direct mail is a topic that often leaves estate agents scratching their heads. Is it canvassing? Leafletting? Or just sending postcards? The confusion intensifies when big data companies offer mass leaflet runs at rock-bottom prices. Without proper guidance, it’s easy to feel overwhelmed. But fear not! In this post, we’ll demystify direct mail and show you how to use it effectively to target and win the best new clients.
What Exactly is Direct Mail?
First things first, let’s clarify what direct mail is. Unlike leaflets, which are usually sent indiscriminately door-to-door, direct mail is addressed to a specific person or address. Think of it as a letter in an addressed envelope, possibly with the recipient’s name on it. This personal touch makes all the difference.
Why Leaflets Fall Short
You might be thinking, “But leaflets are so much easier!” While they might be easier to distribute, their effectiveness is questionable. Industry response rates for leafletting are dismal: you’re lucky if you get one good enquiry per 10,000 leaflets. That’s a response rate of 0.01%.
I know a quality, independent agent who sends out 30,000 leaflets per month in the hope of getting just one market appraisal. With an average fee in her area of around £7k, she can justify it, but what about the other 99.999% of people who didn’t call? By continuously sending out thousands of leaflets, you’re teaching your audience to ignore your marketing. This not only damages trust but also harms the environment and your bottom line.
The Power of Direct Mail
Direct mail, on the other hand, allows you to be selective in your mailings, targeting small groups of homeowners with carefully crafted letters. A stamped, handwritten envelope is almost always opened, and anyone who takes the time to read a well-written letter is far more likely to take action. They’ve invested several minutes absorbing your content, unlike the few seconds it takes to glance at a leaflet.
Crafting Your Direct Mail Message
Leaflets often scream urgency with offers like free conveyancing or half-price fees. They attract bargain hunters, which might not be the clientele you’re aiming for. If you’re looking for quality vendors, it’s time to switch from leaflets to letters, from short text to long copy, and from mass mailing to targeted campaigns.
Invest time and effort into creating the right letter. Think carefully about your core message and write with your ideal client in mind. A well-crafted letter can win you quality instructions for years to come.
Real-Life Success Story
At our bespoke estate agency in Windermere, we’ve generated almost £200k in instructed fees in just ten months, starting from scratch. No one knew us; we were new to the town. We decided to write the best letters our local market had ever read, and it worked. In the fourteen years I’ve been working with independent estate agents, I’ve never seen such a successful cold start. Our direct mail letters have been 70% of that success.
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Three Essential Elements of a Successful Direct Mail Campaign
Before you start your direct mail campaign, you need to identify three main elements: Market, Message, and Medium.
1. Market
The most crucial element is your ‘who’. Who you send your letter to will determine the success or failure of your campaign. If you’re looking for quality instructions, don’t leaflet HMOs or rented flats. Pick your roads and areas carefully so that any responses you get are from people you actually want to work with.
2. Message
What do you want your reader to do? Is it clear from your letter what action you want them to take? Are they motivated and inspired to take that action? A series of letters should have varied calls to action. For example, the first letter could encourage the reader to visit your website. The second letter could offer something of value in exchange for an email, and the last could motivate a phone call.
3. Medium
What your letter looks like is the least important element but often gets the most attention. Choice of font, thickness of paper, and logo placement are less important than who you send it to and what it says. Actually writing and sending the letter is your biggest key to success.
The Envelope Matters
Direct mail specialists often debate the best type of envelope. We use white Conqueror, but coloured envelopes can also work. The key is to test and see what works for you. A hand-written envelope will always get a better response. Add a stamp, and your letter will look like it’s come from a friend. Avoid franking as it drastically cuts response rates.
Over to You
Now it’s your turn to write your letters and create your direct mail campaign. Don’t delay; you could be generating new leads and enquiries sooner than you think. You now know who you want to target, what message you have for them, and what your letter will look like. That’s more than most estate agents will ever know.
Final Tips
Systemise your mail campaigns. Whether you’re targeting on-market properties or those not on the market, you need a schedule for sending out your letters and to allocate the responsibility to someone – preferably not you.
By following these steps and tips, you’ll be well on your way to mastering direct mail and winning the clients you deserve. Happy mailing!
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When you’re ready, here are 3 ways we can help you:
1. Reach out for a call with Sam – choose from three different calls to help you overcome your specific challenges. All free and without strings. Grab a coffee and let’s get to work.
2. Come and spend the day with Sam and Phil, at AshdownJones’ HQ, in our beautiful Lake District. Meet the team, check out our systems and marketing, and enjoy meeting like-minded (non-competing) agency owners. We’ll even put on lunch! Book your place here.
3. Join our Facebook community of super-ambitious independent agents.
Hope to catch up with you soon and find out how you’re growing your business!
Till then,
Sam and Phil
