Send Targeted Messages & Mailings

Targeted mailing focuses on people who meet certain criteria like a good credit score or high-income households. Mailings, like a postcard or newsletter, or bulk electronic marketing like email or text messages, allow you to reach even more potential clients than you might through networking alone. While you can create your own targeted list, you can also buy address lists from third parties to speed up the process.

Cold Canvassing

Postcards, flyers, business cards pinned to bulletin boards at coffee shops are all examples of a prospecting tip called cold canvassing. Cold canvassing builds name recognition, which can be especially useful for newer agents trying to break into a big market. However, you are more likely to get a lead if you tailor your content based on where it is being left behind. For example, try cold canvassing rental buildings in your town with “why rent when you can buy” information.

Postcards may not have the highest return on investment, but many brokerages offer agents a certain number of postcards per deal as an incentive to join the firm so that there’s no harm in trying. Use postcards to announce that you’ve joined a new brokerage or promote a new listing. Include a headshot somewhere. Make sure you proofread your postcards. Grammatical and spelling errors will send your efforts straight to the circular file.

Pro tip: You can make those mailers count by purchasing a targeted mailing list so that you’re sending them to a specific audience. For example, Experian offers mailing lists that are divided into very specific subsets of prospective buyers and sellers. You can market a luxury property to a list of high-income families, for example, or market an environmentally friendly property using their “green movers” list.

Email Marketing

Email marketing done right will generate traffic to your website and capture more leads. They also serve the purpose of keeping you in front of mind with people in your SOI. Make sure your emails have some value like community information or a call to action (CTA) like offering to provide a free market evaluation. Make sure that you follow up after someone clicks through.

Try something like, “Hey, I noticed you clicked on my latest market report. Crazy how sales have seen a double-digit increase in your neighborhood, right? Let me know if you have any questions.” For more insights like specific steps and strategies, check out our guide on real estate email marketing.

Bulk Text Messages

Text messages are a great way to contact a potential lead without interrupting anyone’s day. Use texts to respond quickly to inquiries so that you can capture whatever leads come your way. However, text too much, and you’ll look like you’re spamming someone’s phone, which can be detrimental to lead generation efforts. For this reason, while texting can be great for nurturing leads in your pipeline, it is not as effective for generating them as other methods.

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