Listen to Episode 14: The Great White Buffalo
Ali is the EXCEPTION to the rule (ahem the Great White Buffalo) and actually got multiple listings from a mailing, BUT we are here to tell you why that USUALLY doesn’t work.
One of our clients got a mailer from a different agent introducing them to their buyers who are looking for houses just like theirs. I think that is really interesting and a cool mailer! If you get permission from your clients who are desperately looking it could be a cute idea. Or a drop down that you follow that is an interactive mailer.
Mailers can be really helpful or you can waste a lot of time and money on them
There is an art to it – figure out your budget and your sphere. Realize you may need to do it 18 months to actually get a client. You need to do it regularly and consistently. It is about the number of touches. Yes quality and quantity.
Consistency is KEY! How many times do you need to send a mailer out to an area to be successful?
The average is about 18 months/ 18 touches (unless you’re Ali). It is fun to watch them work and if you can do it recently in a neighborhood where people know you it is helpful. Off of my last mailings I have had 3 calls and it was in my neighborhood so they know me.
A touch may also be your sign so if you have a listing and send it out to that area, those do better for the return on investment. For a long time it was about how busy the market is and now it is tailored because I haven’t had as many offers on my houses.
Or maybe not saying how much over, but saying “Are you curious about the market and how to price your home? Reach out to Ali for a free home evaluation!” You can’t use the “sold for x amount over” anymore.
A lot of times we are inundated (not as much by mail anymore) especially by ads online.
Think about the mailings- ours go out in a letter. The first letter is more “just so you know you may see more traffic on the street. We are having an open house on this day so if you want to see what a house in your neighborhood is like, feel free to stop by.” So it is very informational and less sales-y, but it gives you a foot in the door of giving a heads-up and serving them.
Non service-driven mailings fail and if they aren’t on brand for who you are.
A postcard with a recipe used to happen? That is so strange! That was a thing for SO LONG! Some people would give baseball game schedules on a magnet. If I received that? I would throw it away. Those are expensive and you don’t know if they are baseball fans.
We do a newsletter and most of it is informational, sometimes we add something fun like something quirky about each of us, but most is informational and I think that is way better. Yeah, that is VALUE!
The good thing about mailers is it keeps you top of mind.
Ali, tell us about your one mailing that got you a few listings.
Cheney is a college town with a lot of rentals, so I sent a mailer to non-owner occupied homes saying it is a great time to cash in on your investment and got a couple hits on that! It was such a targeted message looking for a specific client and that is why it worked with just ONE MAILER.
Also no one is thinking about selling their personal home, it is extras for them.
How to make a mailer your own
Add a photo of yourself or someway they can connect with it. Make it professional but give them a little of yourself. Bring value. You want to stand out as a professional in your area. In slower times maybe bust out 3 or 4 postcards so when you are busy you are ahead of the game to send them out.
How do I even get started?
How do I find the address? How do I hone in on specific things? I’ve done a certain number of acreage or more in a school district and that worked well because people want land.
Find an interesting niche that may not get hit that is tailored to that person.
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ABOUT US -🎙 Agents Unfiltered is a podcast with the goal of connecting and building community between realtors nationwide. Get ready for some relatable and relevant information about “The Do’s, the Don’ts & the What The Fuck’s of Real Estate.”