Real Estate Direct Mail Examples

admin 11/22/2021
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Almost 2 months ago, we released our most successful direct mail blog post to date: “10 Tips for Sending Real Estate Direct Mail (with Examples).”

Jan 21, 2021 Since so many leads, especially millennials, prefer to be contacted via email, writing effective real estate email templates will help you close more deals in 2021. The only problem is that, for many agents, writing effective emails can be challenging. To help level the playing field, we put together this list of 19 effective real. Buyers are also more flexible about a closing date to accommodate the seller’s preferred timing. Of course, a well-priced property can generate multiple offers which typically will net the highest price for the seller. Perhaps this favorable real estate market fits your plans. I follow your neighborhood real estate sales history closely. Real Estate letter templates are written by agents to communicate with clients for different reasons or vice versa. These issues may be property listings or land and plot sales, client inquiry letters or request for maintenance letters. These letters are a good way to reach out to customers personally. Many people will tell you that direct mail marketing just doesn't work anymore. Those people, however well-intentioned, are wrong—and you’ve got an opportunity to prove it. A well-designed direct mail postcard will grab the attention of your prospective clients and give them your information faster than many other types of advertising.

Given our reader’s interest in sending direct mail, we thought it would be appropriate to write a piece about what direct mail strategies are working for real estate investors.

And then we thought to ourselves, “Hey, we know a lot of real estate investors” (also known as all of our AMAZING clients).

So, we asked them what strategies they use when sending direct mail. This is a compilation of their techniques, results, and advice. Here’s what they’re doing.

Direct Mail Strategy For Real Estate Investors – A Case Study With Our Carrot Members

Frequency

Brad Chandler, real estate investor at Express HomeBuyers, sends direct mail to prospects once per month. To manage high volume, he splits their mailing list into groups and sends a batch of mail to one group each week.

This is a postcard that Brad sends to his list.

Front:

Back:

Daniel DiGiacomo, owner, and investor at Baltimore Wholesale Property, sends 10,000 pieces of direct mail every month. Additionally, he sends between 1,000 and 1,500 yellow letters each month. On the yellow letters, he has them designed to look as though they’re written by hand.

These are some pieces that Daniel sends regularly.

Response Rate

Emphasizing that direct mail is a numbers game, Brad said,

“Sending out a couple hundred postcards probably won’t get you a deal. We typically see response rates of 0.5%-1.5%. Our leads convert at around 3%.”

Those percentages aren’t uncommon in the direct mail world, with the average across all industries sitting at 4.25% for postcards.

Daniel has somehow surpassed the average response rate with his direct mail campaign. He see’s a 7%-10% response rate on his postcards and a 20% response rate on his yellow letters. Appropriately, Daniel claims that his success comes from choosing his mailing list wisely.

Build a Quality List

Does direct mail work for realtors

“List quality is the most important part of direct mail,”

says Daniel,

“I like to target absentee, out of state owners that are likely older (55 and up).”

As for Brad’s list, his data suggests that the best performers are homeowners with 70% and higher equity, out-of-state homeowners, and probate.

Also worthy of note, Brad says,

“Response rates will be highest when you first mail a list. There will be a lot of people asking to be removed from mailings. As you continue to mail the list, response rates will decrease but you will get high quality leads.”

Real estate direct mail examples large window

Quality Leads

As a tip, real estate investor Edward Beck, from Quick Sell Buyers explains why quality leads are more important than quantity of leads.

Real Estate Direct Mail Examples

He says,

“The main difference I have from all the others is that my stuff is honest and not smoke and mirrors.”

He believes that honesty matters to prospects today, because, in the marketing world, they see so little of it.

“I’m not leading the seller to believe I’m going to pay full price or that they would get a better deal not having a middle man (agent). I believe this is the biggest shortcoming with other mail pieces.”

Indicating that dishonest marketing techniques bring in low-quality leads, he continues,

“Yes they will have a higher response rate but when they make an offer the sellers are in a different frame of mind… The market is flooded with [dishonesty] and I believe [prospects] can smell it.”

Test & Iterate

As with all marketing, testing is key. When it comes to direct mail, you can test the copy, the images, and the style of the postcard.

For A/B testing, Brad explains that sticking with a single postcard makes it a whole lot easier to test accurately.

“We think it is smarter to stick with one postcard. The reason is that sticking to one postcard makes it easier to A/B test new ideas.”

But it’s not just testing that counts. It’s the application of the test’s findings that really makes the difference. On this, Brad says,

“We continuously iterate our copy and design to improve the conversion rate of the winning postcard.”

Supplemental Marketing

Don’t forget to follow up your direct mail campaigns with Facebook Ads, phone calls, and whatever outreach is appropriate.

Having several marketing touch points is critical with direct mail. As Brad explains,

“When you target prospects through direct mail, you also want to target them on other marketing channels. To do this, make sure you get emails and phone numbers with your lists. Have VA’s call the prospects right after the mail is delivered. Also, upload your lists onto Facebook as custom audiences spend some money running Facebook ads to your mail lists.”

What Do You Do?

Hearing what other real estate marketers are doing with their direct mail campaign is helpful. So don’t let the conversation stop here. Brad, Daniel, and Edward made generous and transparent contributions to this piece.

Do you agree with them? Disagree?

What does your direct mail strategy look like and what kind of results are you getting?

Let us know in the comments. :-)

One of the biggest frustrations in lead nurturing is sending an email to a buyer or seller prospect and receiving no reply.

What happened? Maybe you already made contact with a prospect and said all the right things and now… nothing but chirping crickets. Or perhaps you received a reply email from an early stage buyer prospect or an on-the-fence seller containing mixed messages about what they want to do.

More frustratingly, up until recently, email has usually been a prospect’s preferred method of communication with you, however it difficult to know your messages are getting through to them... or getting through at all. Remember, not every email will be opened or responded to by tour prospects, however name recognition through repetition can prompt a prospect to reach out to you months, even years, after your first contact, so don’t give up.

So, how can you craft an email that will get your prospect’s attention? To start with, try using these email templates (remember to modify them to them specific situation) to make your message compelling enough for a prospect to open, read and engage with you.

No Response from Initial Prospect eMail

Scenario: You have already emailed a buyer prospect and have introduced yourself and the services you have offered, but you haven’t received a reply yet. In your next email can pick up where you left off. Remember, to avoid sounding too aggressive, be sure to reiterate the topic you and the buyer discussed earlier.

Second Contact with a Buyer Prospect

Subject: Your question on 123 Ash Street

Hi, Bruce Buyer:

Thanks again for contacting me about the house at 123 Ash Street last week. I emailed you about going around to take a look at it, and possibly other houses in the area, so I’m checking in for a good time to schedule that. What is the best way to connect with you: text, email or cellphone?

You can reply back to this email, or give me a call or text at (xxx) xxx-xxxx at your convenience and we can get started finding your next home.

Talk to you soon,

Allan Agent

Second Contact with a Prospect you sent Listings too

Subject: Your interest in the Crocus Hill area

Hi, Paul Prospect:

Thanks again for taking the time to chat with me on Monday. I understand not feeling ready to look at properties: It’s a big decision and there is a lot to think about. After we spoke, I set you up to receive an occasional email with listings similar to what we discussed. I’m hoping they piqued your interest, so shoot me an email or give me a call at (xxx) xxx-xxxx to chat; I want to make sure I’m sending you what you need.

Thanks again for your time. If you have any questions, please let me know.

Have a great day!

Amanda Agent

Second Contact with a Seller Prospect

Subject line: Let’s chat about selling your home

Hi, Preston Prospect

Thanks again for taking a minute to chat with me about selling your home. I strive to make the selling experience as comfortable and enjoyable as possible. Is the time frame we discussed still your target for selling your home?

I will create a custom home valuation report for your property and get in touch with you shortly with the finished report. In the meantime, you can always visit my website at www.mysite.com or, if you have any questions, feel free to email or call me at (xxx) xxx-xxxx.

Thanks again for your time!

Alicia Agent

Prompting Action from a Buyer Prospect

Scenario: Most often there are many interim steps you need to take on the path between converting a buyer prospect and closing a sale. When you identify where a buyer prospect is in their process, it is important for you to request for more specific information in your emails to nudge them toward closing.

Offer to connect your buyer prospect with a friendly lender. This is a great way to see how prepared prospects are to act, and an email from you gives them time to really think about it. If a prospect isn’t ready to talk about mortgages and how much they can afford to spend, they’re definitely not ready to look at homes and now you can adjust your future correspondence.

Note: The financing component is an easy topic to float because, since lending isn’t your primary role as an agent, it’s clear you don’t benefit by asking the buyer about it. Instead, you position yourself as knowledgeable, well connected and action-oriented.

First Lender Introduction eMail

Subject: finding your dream home

Hi, Paula Prospect:

Thanks again for contacting me about the house at 123 Ash Street last week. I’m looking forward to helping you find your dream home!

I’d like to take you to see some listings, but I want to make sure I’ve found the right ones for your price range. Have you spoken with a lender about getting pre-qualified? If not, I have a great lender that I partner with. May I send her your email or phone so she can contact you?

Thanks for getting back to me; it will really help get the ball rolling!

Andrea Agent

Note: Additionally, offering to connect buyer prospects with lenders gives you a natural opportunity to follow up later with buyers.

Second Lender Introduction eMail

Subject: finding your dream home

Hi, Pamela Prospect:

Thanks again for contacting me about the house at 123 Ash Street in Central City I’m looking forward to helping you find your dream home!

When we spoke three weeks ago, you weren’t ready to talk to a lender, so I’m just following up to see where you are. If you’ve had that conversation, let me know what your price range is and I’ll schedule us to go view some homes. Is there a good time for you?

If you haven’t been pre-qualified yet, I have a great lender that I partner with. May I give her your email or phone so she can contact you?

Thanks for letting me know what your status is so that we can get started on the next step.

Allen Agent

Refining a Prospect’s Needs versus Desires

As you know, there can be a significant difference between what a buyer prospect needs to have versus what they’d like to have. Be specific in your emails when asking for clarification so that you know what the buyer is looking for. This also shows your prospect that you were paying attention during your previous conversation.

First Needs vs Desire query email

Subject: Adam Agent here with a quick question

Real Estate Mailing Campaigns

Hi, Perry Prospect

Thanks again for taking a minute to chat with me on Tuesday about finding a new home. I’m sure I can help you find one you will love. I have just a couple questions to help me identify the right listings to send you:

  • “You mentioned wanting three bedrooms—do you still need it to be three? Would two bedrooms suffice?”

  • “Since we last touched base, has there been any change regarding the length of the desired commute you mentioned?”Thanks for taking a moment to reply; it will really help me narrow down the search for your dream home!

Sincerely

Andy Agent

Remember to limit the number of clarifying questions—or requests for action, no more than three at a time so that you don’t overwhelm the lead. A shorter email with a clear CTA (call to action) may prompt a lead to realize that complex or extensive action isn’t required, and they might act on it sooner.

Note: Always let the buyer or seller know you’re asking these questions because you’re trying to better understand their needs.

Engaging with a Seller Prospect

According to the National Association of Realtors® 2014 Profile of Home Buyers and Sellers, 67% of surveyed home sellers only contacted one agent before selecting the one they wanted for their home sale. Clearly, once you’ve made an in-person connection, odds are you’ve already won that particular battle.

Most of the initial conversations you have with seller prospects will be about the value of their homes and their motivation for moving. Are they selling because they’re relocating, downsizing, upsizing or retiring? Therefore, at this stage it’s important to provide sellers with insight into both pricing and motivation.

Setting up an Appointment with a Seller Prospect

Since you can’t accurately evaluate a home before seeing it, emailing to set up a time to view the seller’s home is a great opportunity to reach out again.

Subject: Patrick, let’s talk about your home’s value

Hi, Patrick Prospect

Thanks again for taking a minute to chat with me on Wednesday about selling your home. I would love the opportunity to help you navigate this process. I have a few questions that will help me better understand your needs:

  • “I remember you were looking to upgrade your residence. Were you interested in more space or amenities?”

  • “Is there a particular neighborhood you would like to move into?”

When is a good time for me to stop by to chat further with you and valuate your home?

Talk to you soon,

Allan Agent

Offer Home Selling and Prep Advice

This is also a good time to use email to offer advice on preparing a their house for showing or improving its curb appeal. In this case, using links to direct them to more information is entirely appropriate.

Subject: Patrick, here are some tips to attract more buyers

Hi, Patrick Prospect

In our last conversation about selling your home, we talked about making some tweaks that would really make your house pop with buyers, so I’m sending you a few links to articles with tips and ideas to help you get started:

5 Ways to Improve Your Home’s Curb Appeal

8 Home Improvements to Boost Your Chances of Selling

Web Appeal — It’s the New Curb Appeal

I work with a number of reputable landscapers and interior designers on a regular basis, and would be happy to pass along their contact information to you.

Let me know if you have any questions!

Alden Agent

Email don’ts

  • Don’t give up on leads, ever… unless they ask you to stop contacting them

  • Don’t wait to respond immediately.

  • Don’t pressure a buyer or seller.

  • Don’t remind or berate them about not responding to your messages.

  • Don’t threaten to stop sending emails.

  • Don’t be vague; remind them of your previous communication and be specific in what you’re telling/asking of them.

  • Don’t make your email work too hard. If you’ve reached a second paragraph or bullet point, stop. It’s a great reason to send them another email.

  • Don’t neglect to include a CTA.

  • Don’t forget to tell them why you need them to respond. (“If I don’t hear from you, I’ll keep sending you the same types of listings and hope they’re what you’re still looking for.”)

  • Don’t underestimate the impact of a previous email. You may very well have made an impression on them and they’re simply taking time to make a decision.

  • Don’t ignore a buyer or seller’s preferred communication method.

  • Don’t tell them you did any online research about them.

  • Don’t put it in an email if you don’t want a paper trail.

Summary

Recognizing, sending email after email can be frustrating and tedious, it’s also an integral part of lead nurturing and a key to finding more clients… and sending email is free!

Remember many agents have sold homes after 12, 18, even 24 months, having kept those buyers in their database and on drip campaigns despite receiving no feedback from them during that time.

Additionally, in 2015, email is increasingly the preferred—and nearly always appropriate—communication method.

However never forget it works best when deployed hand in hand with live phone calls! In the end, regardless of the means, the goal is always to get you and your prospects and clients on the same page and moving forward toward a closed sale.

Real Estate Direct Mail Examples Business

In Closing...

If you understand the importance of a consistent and engaging email as a vehicle for nurturing leads but don’t have the time or desire to do it on your own check out the “my Marketing Coach” program offered by 360 Agent Marketing .

Best Direct Mail For Realtors

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Best wishes Bruce.

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