Almost every successful real estate investor uses direct mail as a key element of their marketing program.
It is a fact that if you are not using direct mail as part of your REI marketing mix, you are leaving money on the table.
Why is that? It is simply because the majority of the houses you’re going to buy will come from owners older than 50 years old.
That demographic tends to value physical mail more than digital communication. I am not saying that digital does not work. I am simply saying if you only use digital, you are missing out on all the people who have no interest whatsoever in Google ads, websites, emails, or Facebook.
It is a fact that 92% of people still go to their mailbox and flip through their mail one piece at a time. You have 2 to 3 seconds during that process to get their attention with the direct mail piece, which is a lot more time than you have with most digital advertising. Plus you have their undivided attention looking at your specific message for that brief time.
I am not saying to eliminate digital or other methods of marketing. I am saying that using direct mail as part of an overall comprehensive strategy is smart. The ideal strategy is to touch potential clients in many different ways.
Use digital. Use phone calling. Use direct mail. That is the best way to catch the largest number of potential clients. Hit people as many different ways as you can and you will cast the widest possible net.
Jeff talks more on the topic of marketing in REI
You might say direct mail is expensive. You might say that you can get leads at a cheaper price using digital methods. That is a valid point, but that does not mean it still does not make sense to use direct mail. Let’s say that you can get leads using Google pay-per-click for $2,000 per deal, and it costs you $3,000 in direct mail leads to get a deal.
If both deals are profitable, after considering the marketing cost, why not do both? It is flawed logic to assume that you could have gotten the same deal you got with direct mail using digital. There’s a good chance that the person who responded to your direct mail advertisement would not respond to your pay-per-click ad.
That logic goes both ways. People who respond to digital ads may have no interest in direct mail. Although those people still go to their mailbox and get their mail, so you still have a shot at a digital person using direct mail.
Start your direct mail campaign today!