Build Trust with Direct Mail

How do agents and Realtors build their businesses with mail?

For agents and Realtors, direct mail can be a great way to build potential clients into leads. With compelling and useful information, people develop trust in their person and their brand. They’ll feel that someone gets their needs, and that they’ll be ready to help them when they’re ready to sell.

Here are a few standout ideas.

  1. Data

Some agents leverage data to generate leads in interesting ways. For example a 2-panel self-mailer can direct your prospect to a PURL, which can be reached by either manually typing it in, or scanning the QR code.

Once there, the buyer can provide your contact information, including email. As a result, information supplied by the agent includes personalized market updates, open house reviews, and weekly reports.

  1. Maps

Lots of agents keep targeted locations apprised of what’s happening in their neighborhood. They’ll send listings of recent sales with comparison information, like pricing, address, days on the market, etc.

Whether they’re called a “review,” “market report,” or “activity update,” their goal is to generate interest by showing the sheer volume of action.

But including a map on the mail piece, with pins showing the recent sales, has a different kind of impact. The homeowner can visualize where they are in relation to the properties. And when they enter the code provided, they get an estimate of what their home is worth.

  1. Events

Realtors can also generate leads by demonstrating expertise of both the agent and the agency via an event. This simple postcard uses bullet points to list some of the topics covered by the seminar for people thinking of selling their house.

The agent gets valuable leads who can be converted down the line. And homeowners get actionable information that will come in handy when it’s time for them to sell.

  1. Testimonials

I’m surprised that this is not used more often. I’m a big believer in their usefulness in every sector.

This is one of the rare examples, a postcard mailed by an agent in the region listing recent sales. The front balances a single sentence across the top with two longer paragraphs praising the salesperson’s work.

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