STAND OUT Above the Noise

STANDOUT

above the noise

Social media. Pay-per-click. Email. With real estate agents, digital marketing is hot!

This provides an amazing opportunity for the agent who decides to take a different approach and stand out above the noise.

Why market for listing leads in the vast arena that is digital? Doesn’t it make more sense to cast your net in a more strategic area filled with people who you are certain actually own homes?

According to the U.S. Postal Service, nearly 70% of Americans feel that “… direct mail is more personal than the internet.”

Nearly half of respondents said that a direct mail piece prompted them to go online to get more information about the sender.

The volume of direct mail plummeted from 213 billion pieces in 2016 to 120 billion last year. Interestingly, despite the drop in volume, the response rate skyrocketed nearly 200%.

Direct mail marketing is not only strategic, but it can also be laserfocused on a particular audience.

If you’re looking for a way to stand out above the noise, strategic direct mail marketing works.

WHO TO TARGET FOR THE BEST ROI

Now that you’re looking for listings in all the right places, it’s time to decide who you’re going to target.

There are currently four generations of Americans who are most actively involved in buying and selling real estate.

Our youngest group is Gen Z, born between 1996 and present day. Believe it or not, these “youngsters” are buying

homes. And as the generation ages, more will be jumping into the real estate market.

Next in line are the millennials, born between 1977 and 1995. They number 83 million. According to NAR, millennials, at 37%, are currently the largest group of homebuyers in the U.S. That’s 5% more than baby boomers.

Next comes Generation X, born between 1965 and 1976. They’re often referred to as the “forgotten generation,” ignored by the media and marketers. These individuals, in our opinion, are the ones savvy agents will pursue.

Why?

They are in their peak earning years, they (by and large) need larger homes, and they typically have a home to sell. Plus, they have experience with real estate, so they don’t require as much education and hand-holding as the younger generations.

Finally, we have the baby boomers.

Born between 1946 and 1964, this group is now between the ages of 55 and 73. Since the most common age to retire is 62, many of the members of this generation are still working and make up the nation’s highest wage earners.

Once you’ve determined your target market, the next step is to schedule a direct mail marketing campaign that hits their mailbox consistently over a period of time. If you follow the marketing Law of Branding, and shoot for a minimum time frame of seven months, you’ll ensure you are branded within this market.

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