On its own, with blanket content and target lists based on outdated surveys, direct mail has always been a shot in the dark. However, with the right messaging and directed at digitally-highlighted audiences, direct mail’s tangible, tactile impact can play a key role in your multi-touch marketing efforts, helping to personalize your outreach and ultimately nurture leads into listing appointments.
Looking at direct mail as it had always been, it’s easy to see why it had its problems. As an industry, we know that agents don’t have the labor resources or bandwidth to send out hundreds or thousands of personalized correspondences each month. We also know that mass mailing efforts which prioritize messaging with quantity over quality is nevertheless still very expensive and relatively unrewarding in terms of conversion and ROI. And of course, without direct relevance to them, most homeowners sift through and toss impersonal mass mailers - literally throwing your money into the trash. A prime example of why direct mail alone isn’t enough.
Here’s where Direct Mail 2.0 comes into play. First, our browser-based platform provides customizable templates with the ability to create and send what appears to be “handwritten” direct mail pieces to targeted groups, making it appear as though you’ve personally scribed a letter to the home owner. Why is personalized, targeted messaging so important? Because when a homeowner receives a mailer, it’s going to be the first introduction to your brand and more importantly, your expertise in the area. So when it comes to crafting the right direct mail message, there are only two words that matter: Smart Data.
