Why on earth, would companies like Google or Yahoo, arguably the most successful internet marketing companies, use direct mail in their sales efforts?
Because, while it would be foolish to ignore the power and importance of online marketing today, it would be equally foolish to ignore the fact that online marketing has its limitations. Traditional channels for communication still play a powerful role in sales and marketing efforts, and direct mail in particular is powerful and important enough to be embraced by sales savvy companies like Google and Yahoo.
It’s a simple concept that is also embraced by a large number of top producing real estate professionals and Realtors:
1. Identify likely prospects
2. Send information on your product, service & business directly to them.
3. Then give them a reason to call you or visit your website.
So, you absolutely have to be online, because that’s where most “buyers” start their search. Buyers are looking for homes and there are thousands of websites where they can search the entire MLS database. However, just because you and your listings are online, doesn’t mean all the prospects who should know about you and your listings are seeing your listings, or visiting your website.
In the Walnut Creek and Lamorinda real estate markets, we know that approximately 50%, or more, of the buyers already live here. We can identify them and we mail HomeFolio directly to them. HomeFolio Realtors recognize that 50% (or more) of potential buyers is simply too large of a market share to ignore. Especially when there’s no guarantee those prospects will find their client’s home online.
So, while the good news about online marketing is buyers can be specific in their search criteria, the bad news is, buyers can be specific in their search criteria. If your home doesn’t match someone’s narrow search criteria exactly, it most likely will NOT appear in their results… even though it may be just right for them.
For example, on some sites, Walnut Creek homes will not appear in search results if the buyer is searching in Lafayette, even though the homes may be zoned for Lafayette schools. Top producing Realtors also know that in today’s market, the challenge is not simply “selling” their clients’ homes. The challenge, and goal, is bringing them the highest and best offer possible.
The odds of that happening increase with the number of prospects who see their home for sale. Many of them take the approach, if they CAN deliver their listings directly to buyers, they owe it to their clients to do so. Especially when the positive results of direct mail are so powerful, even Internet giants, Google and Yahoo, employs the same strategy.
- Google & Yahoo Use Direct Mail Marketing? - September 11, 2013
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