OPERATIONS
MARKETING CHANNELS
How to Market to Prospects Effectively CHOOSING THE RIGHT CHANNEL FOR YOUR MESSAGE AND AUDIENCE IS A KEY STEP.
By Justin Silverio
I f you are a real estate investor looking to start a new market- ing campaign, you have several different distribution channels to choose from. Deciding the best choice for your business requires careful evaluation. First, you must build your lists and segment your prospects. Once you have completed those steps, you are ready to determine how you will get your message out. Real estate investors use many marketing plat- forms, but that doesn’t mean they will all be right for your business or your audience. Here are several to consider. DIRECT MAIL MARKETING Direct mail marketing is still one of the most effective methods real estate investors use. Direct mail is the only marketing method that puts something tangible into the hands of your prospects. Whether you send out postcards or letters, your marketing materials can be touched, held, and even saved for when the prospect is ready to do business with you. You never know when you’ll get a call saying, “Hey, I got this in the mail a few years ago, and now I’m interested in talking to you about selling my house.”
manage, and track all within the same platform you use to man- age your records.
When using direct mail, you will want to create a multistep campaign. At the start of your campaign, in- troduce yourself and your business. Provide enough information to create curiosity. Next, you will send messages about why working with you is beneficial. This will educate your prospects further and get the phones ringing. Each campaign should contain multiple messages that provide property owners with something new and different while reinforcing your branding and business. Direct mail is a great way to start a conversation, so be prepared to pick up the phone and make the sale. Throughout your campaign, change your direct mail pieces to elicit responses from different au- diences. For example, older sellers tend to respond to handwritten let- ters, while younger sellers may re- spond better to professional letters. Make sure you match your direct mail campaign’s quality with your prospect’s quality. You’ll want to allocate more marketing dollars to lists with higher quality prospects than those containing prospects less likely to match your ideal client. To create automated, multistep campaigns, consider using a tool that will allow you to build,
RINGLESS VOICEMAIL Another standard method for reaching out to prospects is ringless voicemail. Ringless voicemail is a pre-recorded audio message that is placed in a voicemail inbox without the phone ringing. This type of marketing works well as a follow-up to other types of marketing, especially direct mailing. You can create an original and natu - ral-sounding message that is short, personable, and interesting enough to warrant a callback. Ringless voicemail can generate many calls from people who may have yet to listen to the message. This is why you should use it with other marketing efforts and set up a voicemail to catch any calls you cannot handle. TEXT MESSAGING Another way to encourage a higher response volume is to use text messages. With text marketing, you set up a campaign with a cadence similar to direct mail marketing, perhaps one message every four to six weeks. Then, when the
26 | think realty magazine :: july – august 2023
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