High Confidential – UC Office Use Only DIRECT MAIL MARKETING 5/6/2019 High Confidential – UC Office Use Only

High Confidential – UC Office Use Only WITH THE GROWTH OF TECHNOLOGY AND THE INTERNET, THERE HAS BEEN A STEADY DECLINE IN DIRECT MAIL MARKETING. 5/6/2019 High Confidential – UC Office Use Only

High Confidential – UC Office Use Only HOWEVER… Research indicates direct mail is one of the cheapest and most effective marketing strategies. 5/6/2019 High Confidential – UC Office Use Only

High Confidential – UC Office Use Only USPS REPORTS 98% of consumers bring their mail in the day it is delivered 77% sift through it immediately 5/6/2019 High Confidential – UC Office Use Only

High Confidential – UC Office Use Only Here are some of the benefits to direct mail, and how it can be used in conjunction with other marketing strategies. 5/6/2019 High Confidential – UC Office Use Only

High Confidential – UC Office Use Only BENEFITS: -Reaches a target market -Effectively communicates a message -Is Easily measurable 5/6/2019 High Confidential – UC Office Use Only

High Confidential – UC Office Use Only how can real estate professionals effectively benefit from direct mail marketing to increase their business? 5/6/2019 High Confidential – UC Office Use Only

High Confidential – UC Office Use Only DEFINE YOUR TARGET Property Type Average Price of Property Location 5/6/2019 High Confidential – UC Office Use Only

High Confidential – UC Office Use Only EXAMPLE LAND OWNERS WITH 100 ACRES OR MORE with PROPERTY VALUE OF $150,000 IN CLAY COUNTY. 5/6/2019 High Confidential – UC Office Use Only

High Confidential – UC Office Use Only CHOOSE YOUR MESSAGE What will draw attention? 5/6/2019 High Confidential – UC Office Use Only

High Confidential – UC Office Use Only EXAMPLE: MARKET STATISTICS JUST LISTED/SOLD POSTCARDS MONTHLY NEWSLETTER 5/6/2019 High Confidential – UC Office Use Only

DETERMINE DATES AND COST 5/6/2019 High Confidential – UC Office Use Only

High Confidential – UC Office Use Only EXAMPLE January: 1,000 postcards @ .54= $540 March: 1,000 letters @.58 cents = $580 May: 1,000 magnets @ 2.00 each = $2,000 July: 1,000 postcards @ .54 cents = $540 Sept: 1,000 letters @ .58 cents = $580 Nov: 1,000 calendars $2.50 each = $2,500 TOTAL: $6,740 5/6/2019 High Confidential – UC Office Use Only

CALCULATE RATE OF RETURN 5/6/2019 High Confidential – UC Office Use Only

High Confidential – UC Office Use Only EXAMPLE Historical average rate of return is ½ - 2%. Of those respondents, half of them can be expected to become clients. 6,000 pieces mailed = 30-120 respondents = 15-60 listings 5/6/2019 High Confidential – UC Office Use Only

Estimate expected results 5/6/2019 High Confidential – UC Office Use Only

EXAMPLE 6,000 pieces mailed Rate of Return: 30-120 respondents =15-60 listings Average Sales Price: $150,000 Average Commission rate: 3% Listings/sales ratio: 3.2 Estimated GCI from campaign: $22,000 - $90,000 5/6/2019 High Confidential – UC Office Use Only

MEASURING ROI REVENUE/COST = RETURN ON INVESTMENT PLAN: 6,000 PIECES MAILED COST: $6,740 REVENUE: 30 RESPONSES, 7 SALES= $31,500 ROI: $31,500/$6,740= $4.67 FOR EVERY MARKETING DOLLAR SPENT, THEY MADE $4.67 5/6/2019 High Confidential – UC Office Use Only

High Confidential – UC Office Use Only TRACKING RESPONSE MAKE IT PART OF YOUR FIRST CONVERSATION WITH EACH NEW PROSPECT TO ASK “HOW DID YOU HEAR ABOUT US?” INCLUDE A UNIQUE OFFER ON EACH PIECE MAILED EX: COMPLIMENTARY MARKET ANALYSIS IF YOU SAVE THIS POSTCARD 5/6/2019 High Confidential – UC Office Use Only

High Confidential – UC Office Use Only THINGS TO REMEMBER Response rates represent averages calculated over hundreds of mailings Consistency is the single most important principle To achieve better response rates, you need to mail repeatedly to the same list and/or increase the number of pieces you send. 5/6/2019 High Confidential – UC Office Use Only