Direct Mail

Quick Takeaways

Make your direct mail marketing campaign more effective by choosing a neighborhood where no one agent is the go-to. Direct mail works wonders to create a hometown feel that so many buyers are looking for, and you can become that agent by choosing the right neighborhood.
Stay consistent! It takes time to create relationships, trust, and get responses. On average it takes “8.4 contacts within a 30-day or less timeframe to get people to remember your name.”
Make sure your marketing material is typ0 free! Though this may seem like obvious advice, a well-done layout, professional logo, and edited text goes a long way in creating a sense of professionalism.

Source: Direct Mail Marketing Isn’t Dead! Here’s How to Do it Right (Inman, Feb. 28, 2021)

The National Association of REALTORS® has a wealth of information to assist you in choosing the correct visual representations of the REALTOR® brand when sending direct mail. Please see our Membership Marks Manual, download our logos, and consult the Logo & Trademark FAQ – all linked below– if you have any questions.

Direct mail is a tried and true form of communication, but is it still successful in the digital age? All signs point to yes! After decades of too many emails and two years of digital only contact for many, including video call fatigue, a majority of people actually prefer receiving physical mail. If done correctly, direct mail is also highly targetable and affordable!

See References for more information.

References

NAR Library & Archives has already done the research for you. References (formerly Field Guides) offer links to articles, eBooks, websites, statistics, and more to provide a comprehensive overview of perspectives. EBSCO articles (E) are available only to NAR members and require the member's nar.realtor login.

REALTOR® Logo Guidelines

Membership Marks Manual (National Association of REALTORS®)

Downloadable Logos (National Association of REALTORS®)

Logo & Trademark FAQ (National Association of REALTORS®)

Direct Mail Basics

Direct Mail Marketing: Advantages and How to Use it for Your Business (HubSpot, Feb. 1, 2023)

“Digital marketing is simple and there are many channels for outreach. This makes it easy for many businesses to forget direct mail. But there are many reasons to think about using direct mail marketing. Here are some of the reasons.”

People enjoy getting mail.
Gets better response rates than email.
It’s an asset for account-based marketing (ABM)
Opportunity to reach more than one customer at a time.
Less competition than email.
A creative, memorable, and unique form of outreach.

2023 The State of Direct Mail: Consumer Insightspdf (Lob and Comperemedia, 2023)

“64% of consumers say direct mail has inspired them to take action such as visiting a website or physical location to making a purchase--The majority of consumers read direct mail almost immediately--Direct mail is an important relationship builder, personalization is expected. 68% of individuals are more likely to engage with a message/communication from brands personalized to them-- Personalization means more than using someone’s name. Use the data and insights you have to trigger direct mail based on behaviors and interests including website browsing, lifecycle milestones, and more.”

Survey: Personalization and Direct Mail Spark higher Engagement Among Digitally Fatigued Audiences (Business Wire, Feb. 16, 2022)

“According to the survey, more than half (52.4 percent) of enterprise employees experience fatigue due to the volume of digital promotions they receive at work. Respondents indicate they receive an average of 65 promotional emails while at work every week. Those at higher levels in organizations—manager through C-level respondents—receive 2.5x more promotional emails weekly than entry-level and associate-level respondents. It is even more extreme for fully remote workers, who receive almost 6x as many promotional emails per week than individuals at hybrid companies. In this saturated digital landscape, 56.8 percent of professionals indicate they are more likely to open something received via physical mail versus an email.”

Do Cold Calling and Direct Mail in Real Estate Investing Actually Work (The Motley Fool, Feb. 1, 2022)

“Direct mail has a way of reaching the target demographic for who would likely sell a property to an investor. Consumers aged 45 to 54 are most likely to respond to direct mail. It's also a good way to reach an older demographic that may not use things like the internet on a regular basis. According to a study conducted by Pitney Bowes and published by the United States Postal Service (USPS), 67% of respondents said they felt mail was more personal than the internet.”

Why Direct Mail Still Works In A Digital World (Forbes, Jun. 28, 2021)

“As our digital footprint hits overdrive and Zoom fatigue kicks in, Americans are craving experiences outside of their computer screens. Email inboxes are overflowing, and people are growing numb to online ads. Direct mail marketing continues to deliver a personal and tangible alternative for customers suffering from screen overload, which will be more important than ever as the country slowly returns to normal. It allows small businesses to reach customers in their community at home, where they spend their time, providing a physical touchpoint of their message.”

Prospecting by Direct Mail (REALTOR® Magazine Online)

“When you plan your mailing efforts, be sure to:

Follow sound basic principles of direct marketing.
Establish credibility by promoting your recent sales and listing in the area.
Offer testimonials from past customers.
Prominently feature your phone, e-mail and social media accounts.
Ask prospects to call you; request action.
Mail three pieces at two-to-three week intervals, and then follow up with a request for appointment.”

Using Every Door Direct Mail (USPS)

“Use Every Door Direct Mail® (EDDM®) services to promote your small business in your local community. If you're having a sale, opening a new location, or offering coupons, EDDM can help you send postcards, menus, and flyers to the right customers. Use the EDDM Online Tool to map ZIP Code(s)™ and neighborhoods—even filter by age, income, or household size1 using U.S. Census data.”

eBooks & Other Resources

eBooks.realtor.org

The following eBooks and digital audiobooks are available to NAR members:

Be a Direct Selling Superstar (eBook)

Do-It-Yourself Advertising and Promotion (eBook)

No B.S. Direct Marketing (eBook)

Reinventing Interactive and Direct Marketing (eBook)

The Direct Mail Revolution (eBook)

The Direct Mail Solution (eBook)

Books, Videos, Research Reports & More

As a member benefit, the following resources and more are available for loan through the NAR Library. Items will be mailed directly to you or made available for pickup at the REALTOR® Building in Chicago.

Power Real Estate E-Mails & Letters (La Crosse, WI: Dearborn, 2012) HF 5721 P68

Sold!: Direct Marketing for the Real Estate Pro (Sterling, VA: Capital Books, 2007) HD 1375 G28

Power Real Estate Letters: Letters, E-Mails, and More to Meet All Business Needs (Chicago, IL: Dearborn
Real Estate Education, 2006) HF 5721 P68

How to Become a Mega-Producer Real Estate Agent in Five Years (Mason, OH, Thomson/South-Western, 2004) HF 5438 H42

52 Weeks of Sales Success (New York, HarperCollins, 1999) HF 5438 R59f

Word Marketing: How to Empower Real Estate Advertising Through the Proper Choice of Words (Grafton, Wisc.: Blue Rose Studio, 1997) HF 6161.R3 K15

Power Real Estate Letters: A Professional's Resource for Success (Chicago, IL: Real Estate Education Company, 1994) HF 5721 P68 Rev. ed.

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