How To Use Direct Mail to Grow Your Real Estate Investing Business (Part 1 of 4)
Direct mail is dead, right?
That seems to be the general consensus out there, because every time I mention it or talk to a group about it, typical responses I get sound kinda like this …
“No one reads mail anymore … that’s old school stuff.”
“Direct mail is for old folks.”
“People hate junk mail.”
“Direct mail is too costly.”
“Why do direct mail when you can just email people?”
That last one is a biggie … and a HUGE reason a large number of marketers and businesses have totally abandoned direct mail. Yup, email and the internet have supposedly made prospecting and lead generation a free or low-cost alternative. At least that’s the perception.
The good news about that? This mass exodus from direct mail to internet/email-only communications by a large number of businesses has created a much-less crowded mailbox for most people, and as a result … it’s become a whole lot easier for a savvy marketer to get a prospect’s attention!
In my opinion, it’s the HOLY GRAIL of marketing … and still the single most impactful form of lead generation you can employ (if done right) … and still the medium that delivers the biggest bang for your buck and highest ROI.
So … if you also happen to be in the anti-direct mail camp and think it’s a dead dinosaur, you might want to consider the following …
> 73% of U.S. consumers and 67% of Canadian consumers said they prefer direct mail for brand communications because they can read the information at their convenience. Additionally, 62% of Americans and 63% of Canadians said they enjoy checking the mailbox for postal mail – Epsilon’s 2012 Channel Preference Study
> In over 80% of homes the person in the household responsible for collecting and sorting mail will collect the mail at their first opportunity. And, once the mail is brought into the home, 80% will sort the mail immediately while 18% will sort it later that day – USPS 2012 Mail Moment Study
> 59% of U.S. respondents and 65% of Canadian respondents agreed with the following statement, “I enjoy getting postal mail from brands about new products”. – Epsilon’s 2012 Channel Preference Study
> U.S. advertisers spend $167 per person on direct mail to earn $2,095 worth of goods sold; a 1,300% return – Print Drives Commerce 2013
> Four-fifths (79%) of consumers will act on direct mail immediately compared to only 45 per cent who say they deal with email straight away. – CMO Council October 2013
Pretty compelling stuff, isn’t it?
I think this topic is so important and is the key to creating a thriving real estate business, I’m breaking this topic down, making it a 3 or 4 part series (or more … I’m really not sure yet), and turning it into somewhat of an Ultimate Guide to Direct Mail for Real Estate Investors.
So next week, we’ll be talking about the direct mail list … and WHO you should be mailing to. Then we’ll cover the different TYPES of direct mail. And then we’ll wrap up the series with a primer on CONTENT … and what you should be saying in your pieces.
I hope you’re excited my friend. Direct mail can truly be the ultimate strategy for creating consistency and predictability in your business … and the ability to massively scale your revenues and profits.
We’ll pick back up in the next issue … ??