BEST PRACTICEElite Agent

Direct Response

Despite the rise of electronic media, direct marketing is still a very powerful tool in your arsenal, especially when you want to make a personal impression.

Our new regular contributor, Robyn Simpson, from Market Smartly shows us how to set your direct marketing campaign up for success.

Despite the rise of electronic media, direct marketing is still a very powerful tool in your arsenal, especially when you want to make a personal impression. As a Real Estate Agent, direct marketing is a tool you should be considering to generate more leads and forge stronger relationships that will lead to sales and referrals. Our new regular contributor, Robyn Simpson, from Market Smartly shows us how to set your direct marketing campaign up for success.

Creating an effective direct marketing piece that generates a good response rate can a complex task. Not because any of the elements or parts of the process are complex; rather executing every single part of the process effectively takes time and careful planning. Still there are common mistakes that lots of people make which can include (and you should avoid these if possible):

  1. Selling right from the start rather than providing a solution or whetting the appetite and building rapport
  2. Not planning how (or by whom) the leads will be followed up

What factors affect a good response rate? I’ll start by saying I don’t mean to preach something that might sound very simple. However, if you have ever been disappointed with the response rate that you have had from a direct marketing campaign, then these tips are for you. And remember, “mass marketing” in the form of direct mail is not necessarily direct marketing; direct marketing is defined as where you communicate directly to your prospects, which could be via multiple channels, and not just direct mail. So although one of your approaches might be direct mail, it may not be the only one!

Tip 1: Direct marketing is an ongoing process not a one off activity

Always plan what the next contact will be. Plan your follow–ups and future contacts with your prospects allowing for every possible eventuality. For example, you may follow up with a phone call, then perhaps invite the prospect to an event, a little later you may like to introduce them to a good contact for them. Keep building the relationship using direct, personalised communications.

Tip 2. Understand and know your potential prospects well

The more you know about your prospect the more relevant you can make your communications, offers and timing. We all know we need contact details. We also need to know if the prospect really is in the market for what we have to offer. It helps to know what their interests are, their lifestyle preferences, their goals and the list goes on.

Looking for new prospects to buy or sell can take some time, especially when the crucial factor is to build a good relationship. Use your direct marketing to get to know your prospects so you have a warm prospect when the time is right. A database that truly knows the prospects and clients is worth gold.

Tip 3: The offer needs to appeal strongly

If the offer is unappealing, your time and money has been wasted. Make sure your offer appeals to your prospect. Personalise it as much as you can. Give as much value as you can. Remember value doesn’t need to be expensive. For example, if the prospect is interested in wealth creation, take them to an appropriate seminar or give them a great book on the topic.

Tip 4: It’s about them not you

Respect the time of the prospect. A direct marketing piece that appeals to them, is timely and talks to their needs, wants and desires is much more effective than one that talks about someone trying to sell them something.

Always put yourself in the shoes of your prospect and develop your direct marketing piece from their perspective. Test the tone of the writing; if you are using ‘we’ frequently, it’s not about them it’s about you. There is a delicate balance between talking about yourself and connecting with your prospect.

Tip 5: Follow up, follow up, follow up

I’m sure I don’t need to tell you the importance of follow up, because you have probably been told this many times. The distinction I’d like to share is only send out a quantity you can actually follow up. When you follow up, remember you are doing so to be of service to the prospect and offer them something of value. It’s not about what they can do for you, it’s about what you can do to make their lives better, easier and more desirable. A low pressure, informal follow up will work better than a sales pitch. Another little trick I find works well is to tell your prospect when you will follow up. Then the follow up is a little warmer because it is expected.

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Robyn Simpson

Robyn Simpson is a loyalty rewards specialist and marketing strategist at Youi Insurance.