If you’re looking for fresh new real estate marketing ideas, we’ve got two powerful real estate marketing tools for you. Each of them is going to give you a competitive edge because most real estate marketers aren’t using them yet. They both offer an affordable way to reach new prospects and convert more of them into real estate leads.
The first real estate marketing tool offers a way to reach buyers through direct mail. But unlike traditional direct mail, this tool doesn’t require you to buy a list. It’s called direct mail retargeting, and it’s a cost-effective alternative to old school direct mail.
Instead of buying a list or blanketing neighborhoods with something like Every Door Direct Mail, direct mail retargeting enables you to send postcards to your website visitors—even if they haven’t converted on your website.
The most straightforward way to do it is to create one postcard and have it sent to anyone who visits your website. But your campaign will perform better if you have different postcards that are sent based on a visitor’s activity on your website.
For example, you might have one campaign for people who view your listings to generate buyer leads and another for people who view content about selling their home to generate seller leads.
The more personalized your campaigns are the better, and there are companies that provide a feature that make this easy. It’s called dynamic variable injection, and it allows you to customize every postcard to make it highly relevant to each visitor.
There are three things to consider when choosing a direct mail retargeting platform. The first is pricing.
How much do they charge and when do they charge you? We recommend choosing a company that only charges you when they send a piece of mail. For example, ReachDynamics pricing starts at $0.65 for their Digital Direct Mail offering with no minimums or contracts.
The second consideration is the company’s match rate. Direct mail retargeting works by matching your website visitors to a record in the platform’s database. A good match rate will be in the 20 to 30 percent range. That means that for every 1,000 visitors you receive, 200 to 300 of them will receive a postcard.
Finally, you’ll want to find out whether the company’s data is B2C data or B2B data. This is important because it will affect your match rate.
If you’re selling commercial real estate, you’ll want to find a company that offers B2B data, and if you’re selling residential real estate, you’ll want to find a company that offers B2C data.
The second real estate marketing tool is called website visitor identification. This technology matches your website visitors to a contact record like direct mail retargeting, but it does much more than just send them a postcard.
Like direct mail, website visitor identification software identifies your anonymous web traffic even if they don’t convert on your website. But instead of sending visitors a postcard, it sends the contact record to your CRM, so you can market to them in multiple ways.
One of the most effective options to generate real estate leads with this technology is to send your website visitors an email, but some companies also allow you to send direct mail.
And, in addition to the contact’s name, email address, and mailing address, you can find providers who offer details like:
- phone number
- homeowner status
- length of residence range
- net worth range
- marital status
- presence of children
- household income range
- age range
- education level
- automotive data
This data will allow you to develop highly targeted, personalized outreach campaigns. You’ll also be able to rank your leads based on your ideal customer profile.
There are four things to consider when choosing a website visitor identification platform, and most of them should be familiar. They’re the same things you’ll look for in a direct mail retargeting platform.
When it comes to pricing, some companies charge a monthly minimum. That might be a flat rate, or it might be based on your website traffic. But, as with direct mail retargeting, there are options that charge per record. For example, LeadPost charges $0.24 per record.
The second consideration is, again, the company’s match rate. You should expect to see a match rate of up to 40 percent, which means that for every 1,000 visitors you receive, up to 400 of them will be added to your CRM.
You’ll also want to find out whether the company’s data is B2C data or B2B data to determine whether they’re a good fit.
The final factor to take into consideration is what you get and how you get it. Does the platform provide an email and mailing address or just email addresses? Will you own the record, or will you have to continue subscribing to the platform to use the data?
There are a lot of new real estate marketing tools out there, but website visitor identification and direct mail retargeting are the most exciting. These tools have the potential to transform your real estate lead generation efforts. Just imagine if you could say with confidence that 40 percent of all paid traffic to your site would result in a conversion.
Give them a try and see if you can’t come up with some real estate marketing ideas of your own to leverage them to their fullest potential.