Prospecting by Direct Mail

Direct mail—both traditional and online—helps support personal contact during prospecting.

When you plan your mailing efforts, be sure to:

  • Follow sound basic principles of direct marketing.
  • Establish credibility by promoting your recent sales and listing in the area.
  • Offer testimonials from past customers.
  • Prominently feature your phone, e-mail and social media accounts.
  • Ask prospects to call you; request action.
  • Mail three pieces at two-to-three week intervals, and then follow up with a request for appointment.

Direct Mail Online

Build your e-mail list with an online contest. Offer a good prize—a TV or dinner for two in a hot restaurant. Participants must enter via e-mail and will be notified the same way. Hold a second contest for those who did not participate and offer a different sort of prize—sports tickets, for example. Eventually, you’ll motivate most people to participate.

Prompting Action

Marketing expert Greg Herder of Hobbs/Herder Advertising, Newport Beach, Calif., emphasizes that unlike direct mail for personal marketing, prospecting direct mail wants instantaneous action. You are looking for a listing today.

Printed pieces that are particularly effective for prospecting include:

  • Door hangers
  • Doubled-sided postcards that can be torn apart and mailed back.
  • Postcards emphasizing a recent sale nearby with a prominent phone number.

At the same time, suggests Herder, prospecting marketing pieces should reinforce your personal marketing efforts by using similar graphics and repeating your personal marketing line and logo.

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