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1. Is Your
Mailing Campaign on the Right Frequency? Mailing
to your clients and prospects is a great
way for you to stay in contact with them
every single month. However, one of the
obstacles that I often find with agents in
setting-up and implementing a great
mailing campaign is them wondering what the
heck they're going to write about on an ongoing basis
in all of their mailers.
While
sending newsletters once a quarter or so can be
a great, highly-impressive way to keep
the people in your territory informed, you
may also be completely missing the boat
here if this is what you are primarily banking on to produce new business for
you through a mailing campaign.
Why?
Because
the frequency with which you mail to
your clients and prospects is far more
important than mailing something to them
occasionally that has a lot more
content in it. While your content
may be great, people oftentimes aren't
going to read everything you've written
anyway. They just won't take the time. So
as long as you're going to invest your
time in writing information that you'll be
sending to your clients and prospects why
not make sure that you invest your time
wisely in writing things that they'll
actually read? This is why short,
high-impact mailers mailed frequently are
a much more effective way for you to
generate new business for yourself. You
can still send the quality newsletter
every quarter if you want to, but make
sure you combine it with other mailers so
your people are receiving a minimum of
12-24 quality mailers a year from you.
Why?
Because
just like with the commercials you see
on television, people are more likely to
remember a particular brand when it's
time to buy a product if they've seen
ads for the brand more frequently. Seeing ten,
thirty-second
commercials over a period of weeks for a
product is far more likely to have a
lasting impact on you than seeing one commercial
for several minutes weeks or months ago.
The
exact same principle applies to your
real estate advertising. You never know
when a person who receives your mailers
will have a need to call a real estate
agent. So the
more frequently people receive a short,
high-impact mailer from you (like
a well-designed, full-color postcard),
the more likely they will remember you
when they are interested in hiring a
real estate agent. Ideally,
if you're mailing to your territory
frequently, people will receive
one of your mailers right around the
time they're thinking it's time to buy,
sell, or lease property. So you might as well
maximize the probability that your name
and phone number will be arriving in the
mail right around the time they need to
contact a real estate agent. If,
however, you're only mailing to your
territory once a quarter or so, there are
a lot of weeks between your mailers when
your prospects will completely forget
about you when they decide it's time for
them to contact an agent. In situations
like this they may in fact begin working
with with the first agent who contacts
them when they finally have a real estate
requirement.
Sending
something simple like postcards on a
regular basis allows
you to send a high-impact, full-color
message with a minimum amount of writing
required on your part. This is because there's simply not very much
space to write words on a postcard.
Or, if you prefer, you can mail out
one-page flyers to your territory
instead. But
keep in mind you'll need to have the
flyers folded, placed in envelopes, and
mailed at an additional cost of 60%
or more in postage when compared with
mailing 4" X 6" postcards.
In
addition to just listed and just sold (or
leased) information you can send postcards
on subjects that your clients and
prospects will want to know more about as
they get closer to entering into a real
estate transaction. These are subjects
that emphasize what people need to know
and how to best prepare for an upcoming
real estate transaction. If you already
have my E-book on prospecting you've read
the section where I talk about this in
greater detail and give you about 25-30
different subjects that you can design
individual mailers for. What's beautiful
about this approach is once you've
designed 12-24 postcards on these subjects
you can then utilize these postcards over
and over again for your mailers for years
to come in the future as the information
will always be very timely and pertinent
for your clients and prospects.
When
it comes to mailing effectively to your
clients and prospects so that you make
more money, send simple, high-impact mailers
to them frequently instead of lengthy
newsletters less frequently. It's the
frequency and impact of your contact with
people that
will have them think of you first when
it's time to hire a real estate
agent.
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