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The Basics of Direct Mail for Selling Houses, Part 2
As with the other parts of creating the perfect direct mail flyer, you have to perform a bit of a balancing act. Too much customization can eat away at your time until you don't have any left, but too little customization can make your clients feel like they aren't important; a huge tactical error in the real estate business.
A good place to start is with authentic signatures for every piece of mail you send out. Signing your name should take under two seconds for every mailing, and seeing a real, ink signature can give people the confidence they need to contact you and start the home buying process.
Further customization can be farmed out to helpers or even family members that want to play a part in your home business. You can have someone with excellent handwriting jot down a small hand written note on every mailing so that it appears that you took the time to write a special note to each person getting a mailing. It is not recommended that you do this yourself, since the amount of time it would take isn't cost effective, but if you have a daughter or someone with excellent hand writing, it is more than worth it.
If you have an extra set of hands, make sure that the return addresses are hand written on to the envelopes. This also adds a nice personal touch and it significantly increases the chances that your mailing will be opened and read by the people you send it to. One final tip: try and use your own stamps that you buy from the post office. Using a meter is faster, but it gives the mailings a very generic, impersonal feel. It may take some trial and error as well as some getting used to, but implementing these personal touches with your direct mail campaign will increase your visibility all over town.
Know Your Audience
There are two types of direct mailers out there: ones who know their audience even before they mail out their first flyer and ones who have to purchase mailing lists from companies. Buying your mailing list from a company isn't a terrible idea, but since you are going to be sending out real estate flyers and not flyers for a local restaurant or dry cleaning, you probably want to aim at a more sophisticated audience.
First, try to weed out addresses of people living in apartment buildings. It isn't that apartment dwellers don't want to invest in real estate, but the percentage of people who live in apartments who have the income to flip homes is significantly smaller than those that already live in their own dwelling. You have a limited budget here, and you don't want to throw money down the drain.
Next, keep track of your response rates. Use a program like Google Earth to pinpoint the areas where you are getting the most responses and do what you can to increase the number of mailings in that area while decreasing the number of mailings you send to areas that aren't giving you the numbers you want.
Direct mail is all about adjustments and constantly tweeking what you are doing so that every penny you spend is helping you make money.
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