Digital channels are essential for agents’ promotion of properties but there is still a key place for print and direct mail marketing.
That’s the view of Emilie Despois, head of brand at the Guild of Property Professionals, who says that one consequence of people using digital platforms so much is the fact that old-school direct mail marketing can be considered as more potent than before.
“People are bombarded with electronic communication constantly and there is more competition in the digital marketing space than ever before. This proliferation of electronic communication could lead to a form of digital fatigue, and the message not breaking through the noise” claims Despois.
She says that combined with digital elements as part of a cohesive marketing strategy, direct mail can be an effective method of reaching people.
“The physical mailbox is a less saturated marketing space, and many people actually look forward to receiving mail through their door. Another benefit is that direct mail stays around longer, with the possibility of more people within the household seeing it.
“Digital and email marketing is very targeted, perhaps in some instances too targeted. A magazine through the door could be picked up and read by a few people within the household and could be the differentiator that gets the agent the listing.”
Despois says that recent research carried out by the Joint Industry of Committee for Mail revealed that since lockdown, the frequency of exposure of mail is a record breaking 4.5 interactions, with 56 per cent of all items still in the home after 28 days.
Despois comments. “An omnichannel approach to marketing will result in more people seeing the message and remembering your brand’s name when it comes time to sell or buy a home. On average is takes around 12 engagements with a brand before someone uses them, so direct mail marketing is another touch point that will help agents build relationships and connections within their local market.”
Despois’ tips for putting together a successful direct mail campaign including building an audience, creating a coherent message, grabbing attention, and a call for action.
Build your audience - target households by location, house price, length of ownership, council tax band, household income and more. “This allows you to define your customer profile and will help you develop the right message for the audience”;
Create your message adapted to your chosen audience - it has to be relevant to them and generate some interest. “Your message does not have to be always overtly sellsy, sometimes an offer of support goes a long way. Make sure that you keep your brand’s tone of voice, whilst being mindful of the audience you are addressing. The same message can be used in your targeted digital advertising to re-enforce it”;
Grab people’s attention with your designs - “They can be funny, they can be beautiful, they can be impactful, but whatever design you choose, ensure that it generates the right emotion for your audience whilst staying on brand. Always use your brand’s font, colours and logo where appropriate”;
Don’t forget your call to action - “In the end, you are sending a direct mail to encourage people to contact you. You can track your direct mail by creating landing pages on your website for your campaign and tracking phone numbers.”