Estate agent marketing isn’t always cheap or effective. Finding the perfect mix of digital and traditional advertising helps drive new clients your way and gives you an edge over other agents in your area. Old-school methods like leafleting still work when you know what you’re doing.
According to Statista, it takes an average of 36 days to sell property in the U.K. The number varies, depending upon pandemic lockdowns, the market and many other factors. If you want your listings to move more quickly than the average home, you must be proactive with your marketing.
One of the simplest and most effective marketing methods available for estate agents is leafleting. You have the opportunity to put your message in front of the exact people you want to reach. A piece of paper also sits on a table or refrigerator and can be noticed more than once.
Not everyone is tech savvy. The thought of setting up Google ads for your estate agency can be daunting (both in terms of the technical expertise needed and the cost!). Therefore leafleting can be more accessible for those who have technological constraints.
What Is the Average Leafleting Response Rate for estate agents?
Research by the Data and Marketing Association showed an average leafleting response rate of 9%, but around 96% engaged with the material in some way. People are noticing what you send them.
One of the best ways to keep business moving even when the property market slows a bit is by keeping new landlords, buyers and sellers coming to you with their needs. Leafleting offers an opportunity to find people who require your services.
Types of Direct Mail for Estate Agents
- Introductory letters
- Flyers featuring a single listing
- Catalogues of available homes
- Personalized material with the person’s name
- QR code cards so users can jump online to get more information
Keep in mind that some people run households with zero-waste goals. They might not appreciate paper mail from you and consider it junk. If someone complains or you plan to promote in an area known for green living, send an email or SMS instead.
Steps to a Successful Leafleting Marketing Campaign
Whether this is your first leafleting campaign or your 30th, there are some things you can do to ensure results.
1. Select the Right List
Your first step to a successful leafleting marketing campaign is choosing the right list. Start by creating a buyer persona. List all the demographics and psychographics for your typical buyers and sellers.
Once you have personas, seek lists matching those specifications. You may also filter it a bit more by where the people live and how long they’ve owned their home.
A quick & easy way to get leads is to use Rentround. We are an estate and letting agent comparison site that’s free for sellers & landlords to use.
When sellers & landlords run a comparison, you have the chance for your agency to show and then get in contact with the potential leads.
2. Identify Wants and Needs
Figure out the most important parts of homeownership for your target audience. For example, do a portion of your clients wish for zero energy homes? When you list a home offering these types of traits, you’d send a quick postcard to them to let them know about the availability.
It may also be beneficial to send out information about the benefits of certain home characteristics to intrigue your audience. Using green homes as another example, explaining the benefits such as cost effectiveness and an increased ROI in a zero energy home might encourage clients to buy.
3. Create Captivating Copy
For example, if you want someone to schedule a showing, create a CTA at the end of the letter that reads, “Call today for your private viewing.”
Design platforms like Canva offer design templates for estate agents, making it easier to create eye capturing copies for potential clients
4. Learn Design Basics
The copy may be the most important element of your leafleting pieces, but whether or not the item is aesthetically pleasing also makes a difference. Learn design basics, such as the best layout, spacing between elements, and when to use an image and when to use text.
Try different typefaces to see what users can easily read but stands out from other promotional materials they might receive. What do you want to accentuate in the mail piece? How can you direct their eye to that element?
5. Measure Effectiveness
If you’re going to spend time and money on leafleting, you want to know you’ll get some return on your investment. IPA’s Touchpoints surveyed people in the U.K. and found a 31% increase in the number of people staying home due to the pandemic. With so many hours in isolation, consumers are more excited than ever to get highly targeted, relevant mail based on their needs.
However, the mailer must achieve whatever goals you have, such as getting more bookings or finding new sellers. The best way to measure effectiveness is by creating separate landing pages on your website. You can tell how well received a postcard or letter is by tracking how many clicks the page gets.
You could also use codes to provide special offers for tracking, but not everyone remembers to use a code.
6. Add Accents
The accents on your leafleting can draw the user’s eye toward the elements you most hope they interact with. For example, if you want those who receive a flyer to visit your website, you might put an image of a person pointing toward the address.
You can also use arrows, underlines and circles to draw the eye. Go for bright pops of colour to develop fresh new ways to help the user move through the material in the order you’d like them to. Emphasize the most important things.
7. Consider Timing
You should also pay attention to which of your leafleting campaigns produces the best results and repeat the timing based on past successes.
Holidays may not always be a good time to send out leaflets as people are busy with festivities and visiting family. People away on holiday may just dump all the junk mail when they return and not even see your message.
8. Automate Your Responses
A highly successful campaign may result in multiple calls and requests for appointments. One way you can save time and automate your work is by utilizing tools available, such as online calendars. Let people know when the home is open for viewing, and they can choose a day and time.
The system can even send them automated reminders or SMS messages. All you have to do is show up at the appointed time and place. It’s like a virtual assistant without the expense or time of training one.
Who Else Should You Send Leaflets To?
Getting leads for your estate agency is a tough task, competition is high. If you’re looking for homes to list, you could try searching the newspapers and property records to find houses in probate, pre-foreclosures and tax delinquencies. You may just find some motivated individuals who want to sell their homes and get out from under debt.
Ideally, you’ll list and sell the same property, keeping the full commission on the location. You might also want to check out “for sale by owner,” as you can bring clients to the people and still get a small percentage for the match. Of course, you need to ensure the seller is willing to pay a reduced commission. Most will for the sake of selling their home more quickly.
How Many Mailings Should I Send?
Experts share that for every 1,000 postcards you send, you’ll have around a 0.2% conversion rate or close about two deals. Sending out messages to your list consistently also helps with word-of-mouth. When someone needs a real estate agent, your contacts will remember your offers and mention you.
It takes four, five or more interactions before your name sticks in users’ minds. Make the effort to communicate frequently, and you’ll increase the odds someone will contact you when they need an agent.
What About Digital Mail?
Email is still a highly effective form of communication for all business owners. You’ll find sending out direct digital messages works for households going for zero waste or those who just interact more online.
Start a mailing list and sign your clients up. Ask for referrals of people who want to jump into the real estate market. Take the time to grow and cultivate your list. You can send out an email for a fraction of the cost of paper, but the best method is to utilize both to keep your brand name at the forefront of consumers’ minds.
Trial and Error
Don’t be afraid to think outside the box. Leafleting is rather inexpensive, and you can test new ideas and see how they resonate with your audience. Just be sure to measure results. Tweak what isn’t working and keep what is.
With time and determination, you can use leafleting to your advantage and gain more clients than you ever thought possible.