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On today’s episode I sit back down with my friend and colleague Shane Pendley as we dive deep into the concept of direct mail farming. Many agents shy away from starting such a campaign because they want fast and easy results, and direct mail farming is more of a long term game. But as the saying goes, if you build it, they will come. Shane works for an agency that specializes in video production and marketing for real estate professionals, and he has a wealth of knowledge when it comes to traditional and digital marketing.
One of the top questions every agent has when it comes to direct mail farming is “is it still relevant?” The answer lies in the approach you take to the direct mail campaign. Agents need to be willing to commit to at least 1 year, and to be consistent with the brand messaging and the area they are targeting. Shane and I discuss what the main objective should be with your direct mail campaign, as well as the first mailer you send out. First impressions are everything! The key is to focus on quality over quantity. With high quality photography and content that is more than merely a sales pitch, your direct mail campaign can highly effective.
There is a ton of great tips in this episode with Shane on setting up your first direct mail campaign, including how to select a market, appropriate list size and length of campaign, and tips for developing an effective marketing strategy. Agents shouldn’t shy away from this effective channel, but instead use it to supplement their overall marketing campaign. Set out to be the best in the channel and you will see a nice return on your investment!
- The biggest obstacle agents face with direct mail farming
- Direct mail is a long term gain
- The first mailer you should send out
- Main objective of direct mail farming campaign
- How long to commit to campaign to see results
- How to select a market
- Tips for selecting quality direct mail farming program
- Content of a great mailer