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#199597 - 02/03/08 02:26 PM How often do you send your direct mailers??
RobynORagent Offline
Member

Registered: 01/05/08
Posts: 20
Loc: OR
Hey everyone!
Just wondering how often you all send direct mailers to your SOI or farms??? I just sent one out and want to get on a set program as suggested my many agents, so your input would be great!! Thanks all!
_________________________
Robyn Warren
Broker
Coldwell Banker Barbara Sue Seal Properties
Beaverton at the Round
12725 SW Millikan Way, Suite 100
Beaverton, OR 97005
robynwarren@cbseal.com

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#199599 - 02/03/08 02:28 PM Re: How often do you send your direct mailers?? [Re: RobynORagent]
DesertRose Offline
Member

Registered: 01/09/08
Posts: 264
Loc: SoCal
Back in the day I was the Farm Letter Queen. I was never *not* in the process of sending out farm letters usually 1500 at a time. It was my evening hobby, fold, stuff stamp. Finally bought a paper folding machine on Ebay.

Now that the market has shifted, I haven't farmed in ages.

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#199608 - 02/03/08 03:38 PM Re: How often do you send your direct mailers?? [Re: DesertRose]
Sean McAlister Offline
Member

Registered: 10/13/07
Posts: 32
Loc: United States
With the economy the way it is right now, I would scale back and get your message out in shorter version such as a post card. Less money.

Sean
_________________________
Meridian Real Estate News
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CBMalls
Laser Targeted Real Estate Info eBooks


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#199615 - 02/03/08 03:58 PM Re: How often do you send your direct mailers?? [Re: Sean McAlister]
staggart Offline
Veteran Member

Registered: 09/18/04
Posts: 930
Loc: Idaho Falls, ID, USA
Robyn,

The key issue is that you have to have enough frequency to "burn through" to your target audience.

Here's what I tell my agents:

* The biggest mistake folks make is send 1, 2 or 3 mailings, fail to get a response and stop. It usually takes six months of extensive effort before you get serious impact. Commit to doing your program for at least a year.

* Much of the marketing literature states that one must have 7-8 impressions to have impact. Thus, at a minimum, plan on at least 8 mailings a year.

* Boost the number on the front end. Consider going every month for the first six months and then every other month.

* If you are communicating with an audience that is getting lots of material, consider upping the frequency to every month or even every 2 weeks.

_________________________
Steve Taggart
Broker
CENTURY 21 Advantage
Southeast Idaho's Real Estate Leader(sm)
The GOLD Standard(sm)
400 W. Sunnyside Road
Idaho Falls, ID 83402
(208) 524-2121
http://www.IFhomes.com
http://www.IFreschool.com
staggart@ida.net

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#199623 - 02/03/08 04:28 PM Re: How often do you send your direct mailers?? [Re: staggart]
AmberEyez Offline
Member

Registered: 06/07/07
Posts: 122
Loc: Eastern US
I'm trying a new approach and so far, it seems to be working better for me. I established a niche market and I spend a good deal of money on developing post cards. I'll tell you what the cards are NOT. They are NOT Just Listed/Just Sold. Some have current market stats. Some drive home the niche market message over and over again - with a unique twist. I send at least 500 - but I may up it to 1500 - but I can only afford to do this every two -three months. I've done two mailings and have had two responses (500 each time.) That is more than I got from over a year of mailings with generic cards. I use the cards to drive people to my web site and my blog.

Being unique matters. I had a feeling I was on the right track when I delivered my cards to the P.O. bulk service. They see mailings every day. The girl doing mine said "These are soooo cool. I haven't seen anything quite like it!" She even asked if she could keep an extra. Delivering the same-old stuff that everyone else and their pet canary does will not do a thing - at least not in my market. I've talked to many agents who put out 1000-1500 cards a month and have yet to get a response after a year. In my particular market - you are original or you are consigned to the paper shredder pronto. So don't throw away your money.

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#199629 - 02/03/08 06:10 PM Re: How often do you send your direct mailers?? [Re: AmberEyez]
pastmember Offline
Member

Registered: 01/22/06
Posts: 411
Loc: USA
I send out about 1500 mailers every 3 months to my farm and have been doing so for about 6 years. Every letter is in an envelope personalized with my logo and has each owners name printed on it with a first class stamp on the envelope---my wife does this in Excel (with the exception of the stamp of course). Most of my farm is seasonal/second home owners and I send out market stats and other useful information---in my market if you want someone to list their 500k home with you then they at least deserve a first class stamp with no label that has their last name first.
JMHO


Edited by SummersAtTheLake (02/03/08 08:04 PM)

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#199631 - 02/03/08 06:25 PM Re: How often do you send your direct mailers?? [Re: pastmember]
VA Gal Offline
Member

Registered: 01/15/08
Posts: 136
Loc: Virginia
I've done post cards since I started my business 14 years ago and I must say it is still one of my best returns. In my area it works.

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#199668 - 02/04/08 01:27 AM Re: How often do you send your direct mailers?? [Re: VA Gal]
Jeffo Offline
Veteran Member

Registered: 12/14/06
Posts: 873
Loc: Eugene, Oregon
I've had some success with mailings. I've leaned towards more expensive, less-frequent mailers. Like, my big refridgerator magnets that I've posted on here before, or a newsletter.

They have netted me a couple listings and my "Hi Jeff!" presence has grown in the rural area I live in. However, I have not turned a commission out here yet. A rural area is a tough nut to crack. Anyway, this thread reminds me that I should do another newsletter ASAP.

I now prefer to save my $1-each magnets for followup letters, after I've already spoken with someone on the phone. Or, I give them away in situation where it will be connected to ME as a person. They are such useful magnets that I can put stacks and stacks of them out for people to take, at local businesses, and boy do they dissapear! But that is expensive. I know I'm on a LOT of fridges, but, I'd like there to be a face connected to the name.

-jeff

-jeff
_________________________
(541) 285-5492

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#199744 - 02/04/08 12:36 PM Re: How often do you send your direct mailers?? [Re: Jeffo]
Norcal Jim Offline
Member

Registered: 11/14/06
Posts: 152
Loc: Silicon Valley
I send out newsletters every other month.

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#199793 - 02/04/08 03:47 PM Re: How often do you send your direct mailers?? [Re: Norcal Jim]
Heyen Realty Offline
Member

Registered: 02/04/08
Posts: 112
Loc: Portland, Oregon
i hit my farm once a month and with just listed and just sold post cards regardless whether the sale is in the neighborhood or not to build my success stories.

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#200922 - 02/07/08 10:08 PM Re: How often do you send your direct mailers?? [Re: Heyen Realty]
RobynORagent Offline
Member

Registered: 01/05/08
Posts: 20
Loc: OR
Sounds like some great ideas to me! I sent some postcards to my farm and mailers to my sphere. I'm getting ready for a co-marketing idea that came to mind, so we will see how that turns out.
Jeff, I like the magnets too, but they are definaltey spendy, \:\)
_________________________
Robyn Warren
Broker
Coldwell Banker Barbara Sue Seal Properties
Beaverton at the Round
12725 SW Millikan Way, Suite 100
Beaverton, OR 97005
robynwarren@cbseal.com

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#200982 - 02/08/08 12:43 AM Re: How often do you send your direct mailers?? [Re: RobynORagent]
Jeffo Offline
Veteran Member

Registered: 12/14/06
Posts: 873
Loc: Eugene, Oregon
I did this one, sorry about how big it's going to look. It's really about 4x5 inches:



People devour it in my rural area. However, I have not done a good job of connecting it to ME.

They cost me about 50 cents each.

-jeff
_________________________
(541) 285-5492

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#200990 - 02/08/08 01:07 AM Re: How often do you send your direct mailers?? [Re: Jeffo]
MC Realtor Offline
Junior Member

Registered: 10/01/07
Posts: 8
Loc: Canada
Hey Jeffo,

50 cents seems really high for a direct mail piece. I've prepared a bunch of cards for alot less than that. It costs me less than 20 cents each to prepare and mail mine out. I'm trying to send a bunch each month and am still tracking the success rate.

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#200991 - 02/08/08 01:07 AM Re: How often do you send your direct mailers?? [Re: Jeffo]
Delicious Cake Offline
Major Contributor

Registered: 12/10/05
Posts: 2702
Loc: CA
Jeff is it a magnet?

I would love something like that in my area.

There are about 12 agents who heavily farm my neighborhood - if any of you are reading, please stop leaving me notepads, I want a magnet like Jeff's!

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#200995 - 02/08/08 01:30 AM Re: How often do you send your direct mailers?? [Re: Delicious Cake]
Jeffo Offline
Veteran Member

Registered: 12/14/06
Posts: 873
Loc: Eugene, Oregon
MC Realtor, 50 cents is just for the magnet! To mail one out with a letter is about $1.25. I use nice envelopes and really nice paper. And a cool stamp.

Auburn, for a rural area, that magnet was genius, if I say so myself (ahem).

However, I have had no luck coming up with a similar one for my urban prospecting. The one pictured above works so well because that's about all the businesses there ARE out where I live! The town I do most of my business in, Eugene, has so many stores and restruants and even schools that I can't narrow it down enough to make it really, genuinely, useful the way the above one is.

I did it on Publisher then ran it through a PDF converter then uploaded the PDF to VistaPrint and viola! 3 days later, magnets.

I guess there was a charge to my Visa somewhere in there.

-jeff
_________________________
(541) 285-5492

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#201007 - 02/08/08 07:06 AM Re: How often do you send your direct mailers?? [Re: Jeffo]
zpcsc Offline
Veteran Member

Registered: 08/29/05
Posts: 796
Loc: Florida
I started farming a few months ago. I sent out comp list, trying to break it up. For instance, I sent out an Active list then followed up w/closed sales, then just info on how the market is doing, etc. I know they are being read because I get a few calls everytime I send them, residents stating that every month they receive my letters & asking different questions. I usually send them every 1.5 month. I also send just listed & sold which I count as my monthly mailer. I got a listing from an expired which I already sold, & I just got another listing from someone in the area giving my card to a neighbor looking for a realtor. I also got a listing for a rental from a just listed card. I pay about $.55 for the cards, including stamps & mailing. When I mail letters, I have an assistance (my mom) prepare the envelopes. It does take money specially because of the stamps but it has worked out for me. I did the research & just send them to residents who purchased years ago & have equity on their house. A top producing realtor showed me how to farm, I was doing it wrong when I first started & I even changed my farm area which worked out. I like Jeff's idea, I asked him about it a few months ago.
_________________________
Zoila Perez-Chanquet
The Cardenas Group Realty
www.downtownmiamicondofinder.com

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#201154 - 02/08/08 06:44 PM Re: How often do you send your direct mailers?? [Re: zpcsc]
ColoBroker Offline
Major Contributor

Registered: 11/03/07
Posts: 2346
Loc: Northern Colorado
I send a newsletter out 4 times a year using The Personal Marketing company. If I didn't use them I wouldn't send anything as I am lazy with mailings. I also send out a fridge magnet calender right before Xmas. I have seen it on nearly all of my SOI fridges when I go to their homes. OR maybe they just put it there before I come over. he he. Kinda like that bad present that Aunt Myrtle gave you to hang up. I don't do farming neighborhoods now, but I should. I'm just cheap.
_________________________


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#203779 - 02/18/08 02:04 AM Re: How often do you send your direct mailers?? [Re: ColoBroker]
Barrett Offline
Member

Registered: 01/02/08
Posts: 16
Loc: California
Once a month is about right if you are supplementing it with other points of contact for your prospect list. One or two direct email pieces along with two or three emails is a great way to maintain a top of the mind presence.

-4MySales Expired Listings
http://www.theredx.com/signup/4mysales.html

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