Now that you frequently send out direct mail and use email marketing as a real estate investor, next time you go to your mailbox and sort through your mail, try and notice what you do with the ads you find scattered throughout the pile?
- Do you even look at them?
- Or do you throw them in the trash?
That leads to the next question – as a real estate investor you have to think what your customers do with all the real estate direct mail marketing you send them?
Think back to sorting through your own email on a daily basis. When you came across a piece of email marketing did you open it or even look at it? If you opened it, how much did you read into it?
Perhaps most importantly, with either real estate direct mail marketing or email marketing, did your reading turn into sales? As someone who depends largely on business created through one of these marketing channels, you need to figure out which one will give you the best return on investment.
Let’s look at some of the pros and cons of each real marketing marketing strategy.
Real Estate Direct Mail Marketing Vs. Real Estate Email Marketing
Real Estate Direct Mail Marketing – PROS
- Typically Has A Higher Response Rate: A recent study published by the Harvard Business Review discovered that direct mail marketing has a higher response rate than email marketing. All things considered, the entire reason you are marketing in the first place is to convert those marketing dollars into sales, profits and business.
- Guaranteed Visual Presentation: Unfortunately, emails can get lost or deleted before they are ever opened. With direct mail, people touch their mail and feel it in their hands. There is a tactile connection between your message and the intended receiver. They are also more than likely to glance over your entire message, even if it gets thrown in the trash.
- Taking Your Message From Paper to Digital: With the advent of QR codes, potential clients can now seamlessly pull out their smart phone, snap the code, and immediately be connected to your site or other marketing materials. From there, the client can just as easily shoot off an email or call you on your phone.
Real Estate Direct Mail Marketing – CONS
- Expense: Direct mail can get quite expensive. According to that same study published in the Harvard Business Review, direct marketing can be 100 times more expensive than email marketing. Many small-business owners can find themselves stuffing thousands of envelopes, slapping on thousands of stamps, and paying for all of those envelopes and stamps. There is also the cost of design and printing to consider.
- Data: Another thing to consider as a real estate investor is the data collected throughout a direct mail campaign. How do you know if your postcard is the reason why some of your leads called in? It’s difficult to track down if a specific direct mail campaign is driving business, which postcard is most effective, or what action is being taken based on your direct mail.
Real Estate Email Marketing – PROS
- ROI: For a penny on each marketing dollar, you can send an email. And once you have your email created, there is no additional cost to sending that email to more current clients and potential clients. While the response rate might not be quite as high, emails definitely give you more bang for your buck when it comes to real estate investing.
- Data: Do you want to know if your email made it to the recipient? Do you want to know if the email was opened, how much time was spent reading the email or what links were clicked? With an email, all this data and a lot of other critical information can be yours for the analyzing. As a real estate investor, you’ll know if your clients are reading the email and if they are reading; you’ll know if they are doing anything about what they digested. This can give you insights into what is working in your pitch and what pieces need to be tweaked.
- The Need For Quicker Speed: Sometimes the speed of implementation is critical to a specific marketing campaign. Maybe you can not wait the weeks or months it will take to design, craft and mail your direct marketing. You may need a response instantly, or you might need to beat your competition before they get to your potential client first. With email marketing, as a real estate investor, you can quickly craft your message and have it arrive in your prospect’s email box that same day.
Real Estate Email Marketing Cons
- Nobody Likes Spam: If you thought junk mail was annoying, junk email takes annoyance to a whole new level. Everyone is tired of getting ugly, poorly written emails. Not only are they annoying to go through, but they can be emotionally off-putting or even offensive to have to read. We’ve all become a little frustrated and smothered from the mass volume of these poorly executed emails. As a result, we’ve become experts at quickly deleting and scanning through emails without digesting most of what we see.
- It’s Not That Personal: Emails can feel bland, broad and impersonal. Whereas real estate direct mail marketing can be more visually appealing and give a sense that you took more time to connect with your potential client. You cared enough to take the time to stuff that envelope, lick a stamp and send it right to their doorstep.
What Real Estate Investing Marketing Tool Should I Use?
So which one should you focus on and use as a real estate investor? Most of that will depend on what your particular business is modeled after, what resources you have and who you’re trying to reach. If you have limited cash reserves, time is of the essence and you want to have a great return on investment, real estate email marketing is probably your best bet.
If you want your clients to feel a connection to you, be sure that your message will be seen and have a higher response rate, focus on real estate direct mail marketing. If you want to cover all of your bases and reach the maximum amount of leads, do both.
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