Let’s think about this for a second. How many times do you scroll through your Facebook feed or your Instagram feed and purposely scroll quickly past the ads? How many times do you click on a video on Facebook, only to realize it’s suddenly being interrupted by an advertisement -- in the middle of a 30 second video! -- and immediately exit out. You’re thinking, “The video isn’t worth sitting through an ad...next!”
If you’re thinking this, imagine how many others are feeling the same way. Our social media feeds, popular websites, search engines...they are flooded with ads, so we have quickly conditioned ourselves to ignore them. Digital marketing is not as effective as it once was.
Let’s look at it this another way: Diamonds are one of the most common minerals on the planet. A large majority of diamonds are owned by a small number of people who control the scarcity in the marketplace. Because fewer people have access to diamonds, their value increases. If suddenly you could get diamonds in Claire’s at your local mall, diamonds would plummet in value. The same idea is true here with digital marketing: everyone is doing it, so it has lost its value.
Now, consider direct mail. You still check your mailbox every day as your walking into your house -- hoping you’ll find a nice card from an old friend, a wedding invitation, and this month’s bills even though you signed up for their paper-less plan?! We’ve all been there. You check your mail, and you look through every single piece of paper you receive, because you don’t want to miss anything important -- like a notice of some kind… And, ah-ha! You happen to come across a postcard from your local realtor! You think, “Wow, that’s a nice house…” and you flip over the card to find the realtor’s contact information. Now imagine if this scenario occurred 2 or 3 times every month; this homeowner would almost expect your card after several months of continuous mailing.
Not only that, but direct mail has been researched and proven to have the greatest response rate, and this rate has been steadily increasing since 2003! To read more about the latest in direct mail research, we found this article very helpful, or check out our website. Direct mail is something people must look at, and will look at. Digital marketing is something people purposely avoid. Because the response rate is higher, you will convert more prospects into clients, and ultimately grow your business and your wealth.
This is why direct mail has staying power. This is why it is a valuable tool in your tool kit. It should be a significant part of every realtor’s marketing strategy, because it’s unique, effective, and on the rise.
Let us help you with your direct mail campaign! Check out our website, call our offices, or email our support team today to find out how we're changing the game for real estate marketing!