Direct Mail Idea 4 – Phone Number Directory

One of the secrets of direct mail is to connect with the recipient on a personal level. This can be achieved in a number of ways, but here is a simple direct mail idea that will make a lot of impact. Why?

1. It is unselfish and shows you are thinking about the recipient.
2. Said another way; it is about them not you.
3. It will be kept by the recipient for a long time as they complete it and the numbers are important to them.

It is inexpensive as it can be printed in one or two colors on the back.The front of the card is just for this example and could be much simpler. I picked a seasonal look, but it could be generic photos relevant to your business.

When you are designing direct mail pieces keep in mind you do not have to shout out your name and contact information. In this example they will recognize it is from you and if they need to call you they can easily locate your phone number and website.

(Front) (Back)

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Direct Mail Idea 2 – Restaurant Guide

If your prospects and sphere of influence are located in the same general area of your city why not send them a postcard with a list of local restaurants that they will value for years?

This is an example of a generic 4″x9″ card I have developed for clients. It is designed for specific area of Vancouver called Yaletown which is self-contained so I was able to list the restaurants on only one side.

There is an area on the front and back for the
sponsor such as a Realtor to advertise their
name, phone number, web site etc.
Realtors can also add their photo, slogan
and company logo.
Each restaurant is listed with their name,
address and phone number.

 

(Click on card to enlarge image)

Some areas with more restaurants will require both
the back and front of the postcard like this example.

Clients have the choice of
colors, but to be cost effective
they have to stick with the
basic design.

 

So how do you start?

Most cities will have a web site that publishes lists of restaurants or you can use the local yellow pages. In Vancouver I used a combination of a web site called Dine Here and the local Superpages for my research. I then cut and pasted the information into a spreadsheet so I could organize the names. I also checked any phone numbers and added a couple that I knew had just opened up.

What about the layout?
If you are competent at using layout software such as Microsoft Publisher or an of the Adobe products then you can lay this out yourself. Otherwise you may need the services of a local printer and/or graphic designer.

Alternatively, even though it is in Canadian dollars and features Vancouver, check out our Restaurant Guide Fee Schedule as we can do the research and layout here and either send it to your printer or have them printed locally and shipped.

How are they distributed?
Depending on the client they can either be mailed as part of an unaddressed mail walk in a “farm area” or mailed in an envelope with a cover letter to your sphere of influence.

Do they work?
Ask yourself if you would keep a local Restaurant Guide? Would you tuck it into the drawer in the kitchen or put it up on the refrigerator? Would it make you think of the sender every time you looked at it? Would it keep them closer to the top of your mind when you are thinking of using their service or product?

This piece is perfect for “refrigerator marketing” as it is kept on the fridge for a lot longer than a sale flyer or Just Listed postcard.

Realtor Postcard Marketing Ideas

It’s no secret that I believe the only postcard worth sending out must accomplish 4 things:

1. It grab the reader’s attention
2. It gets them talking
3. It makes them laugh
4. It gets saved on the refrigerator for weeks

To do this you have to find the right picture for the right headline and that is not always easy.

Here are few samples of postcards that I have created in the past. All of the postcards are in their concept stage only and are not the actual finished product I would provide a client. Many thanks to Inmagine, a stock photography company for the images. (My apologies to any other postcard designer that has used the same headline, but there are only so many good ones out there.)

Call me if you are interested in developing a series like these. Go to About Me for contact info.

Click on the thumbnail for a larger version.

Okay I admit that they aren’t all funny, but do you think they get read?

Event Marketing and Sponsorship for Realtors

One of my marketing clients is a small, open air shopping mall with a well defined trading area of about 5,000 homes. Twice a year I put on a client appreciation event on their behalf which is billed as “free, family fun”.

This year we had so many things for the kids to do they wouldn’t leave. We had four craft stations, they decorated cupcakes, rode in the the Spaceball, experienced riding a pony, climbed a wall, slid down a slide, explored a tunnel, played mini golf among many other things all for free.

Sponsorship

While the merchants pay for the event we look for local sponsorship to offset the marketing and advertising cost. A local Realtor, Eric Christiansen who lives in the area, sells homes in the area and shops at the mall jumped at the opportunity to sponsor the event which in turn paid for the printing of postcards and the mailing costs. A win-win solution. Eric reached over 5,000 homes as a sponsor of the event and the mall distributed 5,000 business directories at no cost. Below is the front and back of the 5″ x 7″ postcard we mailed out.

The back of the postcard has a list of the businesses and services and their phone numbers so this is a perfect example of Refrigerator Marketing. It is a great resource which will be kept either on the fridge or in a drawer for a long time to come. The artwork on the directory side is an image of an actual mural the community painted last year as one of the crafts.

Poster

If you are looking for a way to reach into a community consider sponsorship of events like this. By taking a solution to the merchants or organizers such as offering to pay the production and mailing costs in return for adding your branding to the mailing you are more likely to receive a positive response. What if I told you that you could reach more than 5,000 homes in full color for less than $ 1500.00?

Refrigerator Marketing for Realtors

I believe strongly it’s not what you send a client, but how long they keep it that is most important. If it goes on the fridge then you win.

One idea for open houses is to put out coloring sheets for the kids and crayons. While most people don’t bring kids to open houses with them you would be surprised how often they ask if they can take the coloring home. And guess where it ends up? Colored and on the fridge with your name on it.

If you are trying to appeal to younger families in your marketing the other important impact on potential clients is leaving the impression that you understand the needs of parents with small children. I always say “Perception is Reality” and this is a great marketing tool for open houses, your office or to take to meetings at client’s homes.

8 Great Giveaway Ideas

Realtor Magazine Online had an excellent article on Giveaway Ideas for Realtors, but they apply to most businesses and professionals.

Potholders and house-shaped refrigerator magnets which were a staple giveaway in the past have given way to items that are unique, creative, and fun.

Choose items that are appropriate for your target prospects and fit your marketing message. When suitable, add your logo, web site and phone number to the giveaway, but the most important thing to remember is not to make the logo so big that they’ll never use the gift. In the case of memo pads and magnetic fridge calendars less is more. Who wants to write a not on a piece of paper that has advertising on half of it.

Following are some good ideas from the article.
1. Moving Day First-aid Kit Provide a moving day kit filled with such items as snacks, paper towels, plastic cups, bottled water, flashlights, aspirin, and carton openers. Don’t forget the phone number of the favorite local pizza delivery spot, along with a coupon.

2. Mother’s helper.
Bottle warmers, bibs, and diaper bags are great for new parents. Form a partnership with a local hospital and sponsor the gifts they give to new parents.

3. Sports-related items.
Imprint your logo on kites, baseball caps, sports water bottles, ball markers, sports towels, tennis balls, and walking odometer.

4. Stress reduction.
Help them wind down after stressful weeks of looking for a home or unpacking. In a basket, include bubble bath, tea and cookies, a bottle of wine, potpourri, candles — and, if you’re really creative, some names of potential babysitters.

5. Home-related gifts.
Give clients or prospects something that shows you understand how much they love their home: bird feeders, a doormat, a newspaper or home-improvement magazine subscription, attractively potted plants, flags and gift certificates to a local hardware or home improvement store.

6. Relocation kit.
They’ll appreciate things that will help them learn their new city quickly. In the kit, include things such as: a laminated folding map of the city, a list of the best restaurants in several price ranges, five local points of interest with directions on how to get there, phone numbers of local movie theaters, little-known historical facts about the area.

7. Home office options.
Post-it notes, custom mouse pads, cool pens, computer glare screen, and thermal coffee mug.

8. High-end options.
Custom door wreath, crystal vase or paperweight, matching Coach key rings with house keys, and caviar and champagne.

One study I read recently pointed out that people feel less guilt spending a gift certificate than they do cash. Think of a gift certificate that they would not buy themselves; a his and her spa treatment, day fishing expedition, hand car washes, a night at a downtown hotel or a tour of their own city.

Open House Feature Sheets as a Marketing Tool

If open houses are part of your marketing mix then the most important tool is an effective Feature Sheet or Property Flyer. An open house is as much about you as it is about the property.

An open house serves three main purposes:

1) The vendor feels that their home is being exposed to a wider market of buyers.
2) The Realtor uses the open house as a forum to meet new buyers with the idea of converting them to clients.
3) The Realtor uses the open house to prospect for people interested in selling their home.

No matter which of the three are your motivation a professional Feature Sheet is a must. When a buyer walks away with a colour feature sheet your marketing will stick in their minds above all of the other Realtors they meet that day or weekend. The vendor will also hand them out to their friends.

A professional Feature Sheet will have the vendor singing your praises and will have prospective sellers wanting you to market their home. Remember they are going to many open houses and comparing the marketing so you want your s to stand out.

Take a look at what we can do to make your open house marketing stand out. Feature Sheet Order Form

Refrigerator Marketing

Before the invention of the stainless steel fridge the fridge was the storage spot for everything important. Actually I think the majority of households still use their fridge as a notice board, bulletin board, kitchen organizer and photo album so the term “refrigerator marketing” is still appropriate.

The key is to mail or give clients and prospects something they perceive to be useful and they will keep a long time. It does not have to literally be on the fridge, but it has to have enough value to make them want to keep the item.

There are some examples of the kind of refrigerator marketing I recommend. As I am in Vancouver, BC you will see a local flavour (Canadian spelling eh), but the principal applies everywhere:

Sports Calendar – This is a Vancouver Canucks TV schedule which details the specific time and TV station on which the games can be seen. The beauty of this is it lasts from October through to the end of the hockey season in April.

Emergency Phone Numbers – Now if this came in the mail who is going to throw it out. Catchy front picture and everything a homeowner needs to know about emergency numbers.