Digital marketing and social media may be necessary for real estate agents today, but that doesn’t mean direct mail is old hat.
In fact, direct mail tactics continue to work again and again if employed correctly. One such tactic is my 10/10/20 farming method, which can just as easily be done using direct mail as with door knocking.
The one question I get again and again is where to turn for your direct mail printing needs. Luckily, there are more and more options that make printing easier than ever. Before I dive into some fantastic options (please note: I do not have any affiliations with these companies), let’s run through key elements to consider when picking a printing option.
Here are my four non-negotiable features:
1. Tracking Capabilities
I always opt for direct mailing options that include a tracking feature. This way, you can confirm your mail has been received in order to plan your follow ups accordingly.
2. No Minimum Spend Limit
While some campaigns may require a large number of mailers, some may only require a few. That’s why for real estate agents specifically, you want the flexibility of no minimum amount.
2.Maximum Cost of $1.50 per Mailer
To make sure your marketing spend nets out, I always encourage you to work off of a budget. While ideally you’ll set your budget before you purchase, a maximum cost of $1.50 per mailer is a great rule of thumb.
3. Allows for Template Usage
This is one of the most essential yet least available features. I prefer to upload my own templates to maintain my brand guidelines. This may or may not apply to you. You may prefer a more plug-and-play design option. Consider your preference before choosing a provider.
Bottom line: Mail Joy is a self-service, DIY mailer service that is tailor-made for more tech-savvy agents. If you work with other marketing platforms, it integrates easily. It also provides a dashboard for you to track your sends directly in the interface. The templates they provide have a very contemporary feel — a departure from the typical real estate mailer “look.”
Bottom line: Stannp emphasizes its speed of service and simple interface as key selling points. For the less tech savvy agent, or the agent not looking to spend much time on yet another platform, Stannp is to-the-point and fast when it comes to getting the word out. If you are looking for efficiency and an easy-to-use platform, this will be a great option to use with your own designs.
Bottom line: While this falls above the price point I mentioned, it’s a great option for something like an ongoing newsletter or monthly postcard. If you don’t have a ton of time or resources to spend on more intricate campaigns, this is a popular destination to invest in those sorts of options. If you are looking to do a basic 10/10/20 letter campaign, this may not be right for you.
Range of pre-filled templates that interface with real estate data sources
Tracking
Digital product offerings like home value widgets & single property websites
Bottom line: Corefact offers great pre-filled templates to use (local market reports, etc.) that include local up-to-date data. These sorts of mailers that are custom to the zip code are a fantastic way to stand out to owners. If you are looking to expand your marketing in many different directions, digital and direct mail, this one-stop-stop solution will have you covered. Note: the minimums are fairly high so make sure you plan to hit those numbers before moving forward.
Bottom line: Call me old school, but I don’t think you can go wrong with USPS. The EDDM feature is perfect for farming or specifically using the 10/10/20 process. If you have pre-written letters, you can choose your street and USPS will handle the printing and delivery. While it doesn’t offer bulk mail or too much with regards to design, the cost is hard to beat. If you are simply looking to send a straightforward 10/10/20 campaign, I suggest using a simple letterhead design and going right to the source at USPS.
I’d be remiss if I didn’t mention that there are 23,650 direct mailing companies in the US. The above list is not exhaustive and it’s worth doing your own research and crowdsourcing. In the end, your tactics and follow up will be the key to making sure your direct mail doesn’t go straight to the trash. Be thoughtful and timely with your efforts, and it’ll pay for itself 10x over.
Aaron Hodson
Aaron Hodsonis a keynote speaker, business strategist, and CEO of SellWell. He’s spent 25+ years in the real estate industry in various capacities — from selling homes, to becoming CEO of one of the fastest growing real estate companies in the world, to coaching high-level sales agents and executives. Fair warning: Aaron originally hails from New Zealand, so Kiwi-isms are to be expected.
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