Saturation Vs. Targeted Mailing Lists

Saturation Vs. Targeted Mailing Lists

There are two types of lists that can be used to target potential clients with a direct mail piece. The first way would be to do a “saturation” mailing. A saturation mailing list is compiled by mailing to everyone on a mail carrier’s route.   A “targeted “ list is compiled using specific demographical criteria .

What is a saturation mailing mailing list?

Please review video #3 of the bulk mail boot camp.

When to use saturation mailing list?

Can your product or promotion only be used by anyone? If a pizza was offering a three pizza special for $15 would everyone on your street be a potential client? The answer is yes. Every person on your street eats pizza, and is a potential client. If you can look down and you see everyone as potential customer, then saturation is definitely your choice.

If the product or promotion can be used by anybody , it is recommended that you use a saturation list.

Examples:

• Restaurants —Two for One Entree
• Fitness Club — One Free Trial Membership
• Wireless Store — Free gas card with new phone contract
• Church — Christmas Festival

What is a targeted mailing list?

Please review video #4 of the bulk mail boot camp.

When to use a targeted mailing list?

Can your product or promotion only be used by certain people? If a day care was offering 50% new memberships would everyone on your street be a potential client? The answer is no. Only the people with children on your street are potential clients. Use a targeted mailing list when

If the product or promotion can be used only by certain people, it is recommended that you use a targeted list.

Examples:

• Restaurants — Kids eat free (homes must have children to be applicable)
• Pet Supply Store — $10 off $50 purchase of dog food (homes must have dogs to be applicable)
• Pool Service — $20 off first cleaning (homes must have a pool to be applicable)
• Church — Vacation Bible School (homes must have children to be applicable)

For more information on direct mail campaigns and mailing lists please call 866-594-3069.

Direct Mail Advertising Ideas for Realtors

The success of a direct mail campaign is determined by a number of factors, starting with having a clear objective for the campaign. Once you have defined the goal of the campaign, the postcard must be designed to motivate the prospect to respond to your call to action, for example, come to your office, go to a website or call on the phone.  We call this motivating offer “A Magnet”.

Here are a few Ideas and Magnets that have been used successfully by our clients. Use one or a combination, but do not over crowd the postcard with too much information. The postcard must pass “The Glance Test”, which means the reader will know what the card is about with just a passing glance. This can make the difference between getting noticed or being tossed out as junk mail.

1. It is all about you!
   When you are advertising your services, it is not the time to be modest. Selling Real Estate is a one on one,  personal service. Include your photo and a brief resume. If you are new to the business, do not try to conceal it, let folks know that you are building a reputation and will work harder to get results. Include memberships in community organizations or church groups. If you live in the neighborhood you are targeting, be sure to mention it.
2. Use Mail Carrier Routes To Target Your “Farm Area”
   Use mail carrier route maps to target your farm area. Direct mail is the best way to keep in front of new listing prospects. USPS Mail Carrier Routes can be mailed at the lowest postage rates and Carrier Route Maps are available to compare to your Farm Area. A smaller list, mailed frequently will yield the best results. Remember, your name needs to be “top of mind” when the decision to sell is made. The only way to do that is to mail on a regular basis.  Be consistent and over time, the listings will come. Once you’ve built momentum, it’s time to expand that farm area.
3. Develop A Market Plan for New Listings And Give It A Name
   Sure, most listings sell through the MLS. What other marketing activities do you include with your listing service? Open house, lawn signs, newspaper advertising, website, door hangers, etc. Make a list and present it as a results oriented marketing package. Make it even more special by giving it a name i.e. “The Exclusive, Bill Sullivan, Residential Real Estate, Marketing Plan”.
4. Use A Slogan To Help People Remember Your Name
   Sometimes it may seem corny, but it works. i.e. “Selling Your Home? If You’re In A Hurry, Call Billy Murray!”
5. The FREE Market Analysis Offer
   Everyone uses this offer, but perhaps a little rewording can make it more appealing, by targeting curiosity: “Find Out How Much You Neighbors House Sold For….You May Be Surprised!”
6. List The Houses You’ve Sold Recently. Don’t Have Any? You Can Still Make A List.
   Put together a list of houses that have sold recently, including prices and a brief description. If they are not your listings, put a small disclaimer at the bottom “complied from MLS data base”.
7. Can You Offer A Discount Brokerage Fee? People Love To Save.
   If your broker allows, you might consider offering a discounted brokerage fee and advertise: “Full Service At A Lower Fee”!