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Real Estate Direct Mail VAs

Leverage Virtual Assistants to Help Design & Deploy Your Direct Mail Campaigns

Real Estate Direct Mail Management

Goal:

Direct Mail is one of the most tried-and-true, time-tested methods of Real Estate Lead Generation.

At the end of the day, it‚Äôs probably¬†the¬†easiest Lead Generation channel,¬†just for the mere fact that you can almost always get the Decision Maker’s Mailing Address (while Phone Numbers and Emails might be trickier to obtain).

Real Estate revolves around Addresses¬†and¬†Direct Mail targets Addresses … so in that sense, they‚Äôre a perfect match.

When it comes to leveraging a Virtual Assistant to help you run successful Real Estate Direct Mail Campaigns, the goals are to help you plan, write, design, print, and mail your letters.

How It Works:

The main components of Direct Mail are your List and your mail pieces (the Creative).

The List, and the Creative.

One thing that’s important to keep in mind:

The Creative needs to be¬†mail¬†pieces¬†‚Äď plural.

Realistically, on any direct mail campaign, you should expect to target the same list with 7 to 12 pieces of mail.

It’s been shown through several advertising studies (in many different mediums of advertising) that a prospect will need to see you, your brand and your message as many as 22+ times before they will take action.

Sometimes even more.

So your direct mail is going to revolve around¬†picking¬†a¬†good ‚ÄėList‚Äô¬†and having¬†good direct mail pieces, the¬†‚ÄėCreative‚Äô.

Once you have:

  • an idea of what¬†List¬†you‚Äôre going to mail,
  • an idea of what your¬†mail pieces¬†are going to look like (the Creative),
  • how many¬†pieces you‚Äôre going to send, and
  • what¬†schedule¬†you‚Äôre going to use to send them‚Ķ

… Then we can help you out with fulfillment to make sure these mail pieces get mailed properly and delivered as well.

REVAS Direct Mail Marketing Services will…

  1. Help you choose the right List with our Real Estate List Building services,
  2. Help you create high-quality Direct Mail pieces, and
  3. Develop your Direct Mail overall marketing strategy via our Real Estate Marketing Consulting services.

And the great part is, once you have your list and your mail sequence…

All you have to do is let us know what delivery schedule you want and we will make sure your mail pieces are professionally printed and mailed out.

Now, if there’s any bounce back (which is always likely to happen), REVAS Direct Mail Services will help you:

  • track¬†any of the bad addresses,
  • update¬†your database,
  • and make sure you¬†don‚Äôt waste money¬†sending mail to bad addresses in the future.

Pros:

Direct Mail is one of the easiest methods of lead generation.

Why?

Well, it’s simple. You can almost always find at least an address for your target prospect.

Now, you might not be able to find a phone number, email address, or social media contact information…

… so you might not be able to do Telemarketing, target them with Facebook ads, or send them emails.

BUT you can almost always find the address! That’s one of the reasons why it’s one of the easiest methods.

Second, it’s also one of the most dependable.

Now, dependability is relative because you need a good list.

(You see, if your list has all the wrong people on it you think you’re mailing to one person but mailing to another, you probably won’t have good results).

You’ll also need good mail ad pieces…obviously.

But as long as those things are handled, Direct Mail is one of the most consistent and dependable methods of generating Real Estate leads…

IF you target the right people with the right message.

Realistically, you can pretty much hit anyone with Direct Mail, and (if you do it right) you can almost always generate leads.

Cons:

The biggest negative regarding Direct Mail is by far…

The COST.

In today’s marketplace, it’s generally one of the higher Cost Per Lead (CPL) methods of lead generation.

Zillow and Realtor.com leads are also incredibly expensive, but (depending on your target) those can still be cheaper than direct mail since there’s no print & postage involved.

Direct mail always involves physical mailers and envelopes, so the cost tends to be much higher than paperless lead generation.

Plus, it’s just flat-out difficult.

There are some good direct mail templates out there, but you‚Äôre going to need to have a¬†strategy,¬†plan a¬†multi-contact sequence,¬†and touch the same list¬†7 ‚Äď 12 times‚Ķ

7x ‚Äď 12x the cost of one mail piece, minimum.

Work Estimate:

You can break it up into 3 main components:

Creating the List

The cost of getting the list together will vary based on a number of factors.

Best case scenario: you’re able to get it from public records for practically free.

Or you may have to pay up to $1/lead to target the right audience.

Good Direct Mail Creative

You’ll need good mail pieces that are getting delivered repetitively…

And you’re also going to want at least 3 or 4 main pieces that you’re going to create variations on so you can hit that 7- 12 number.

Now, that can vary widely depending on what your target market looks like and how you’re trying to reach them. 

On the lower end of the cost spectrum, you could simply have yellow letters or greeting cards.

On the higher end, you can have video greeting cards that are FedEx’ed inside of fancy packages…

Delivered with other (what we call ‚Äėlumpy mail‚Äô elements in there)¬†physical 3-dimensional¬†objects you‚Äôre sending to¬†really get their attention.

With that in mind, you can estimate once you have your mail pieces completed (which is such a wide variety)…

It could be as little as a few hours, and as many as thousands of hours of:

  • graphic design,
  • copywriting,
  • print layout, and
  • management of the creative process.

Printing and Postage

You can estimate that the printing and postage for your direct mail creative content will cost up to $5+ per mail piece delivered.

Postcards are slightly different.

You can get these in the hands of your list for about $1 each including printing and postage.

Now, FedEx’ing lumpy mailers are the costliest of all...You could be spending $20-$30 apiece!

So this only makes sense if a transaction value for that type of client (or a client lifetime value)is high enough to justify that extremely expensive customer acquisition cost.

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