8 Tips to Success with Mail Merge

1. Select Your Target Audience

In order to be cost-effective, every piece of mail that you send out should be personal and appeal to your target audience. You need to understand what triggers your targets into action. You need to focus on appealing property types and target those specific groups in order to raise the inquiries on the property. Basic marketing won’t work for most people, it turns them off. You want to tell a story when you are advertising properties. You don’t want your audience to write off your pieces as junk mail.

2. Frequency of Letters

In any given year, you should be sending out 6-9 letters to your audience. You need to build up your message with each piece of mail you send out. You need to be organized in order to achieve this. You should also use databases that have mail merge facilities in order for your mail to be created accurately and at your convenience.

3. Brand Consistency

In the business of commercial real estate brokerage, you need to promote two brands. First, you need to promote yourself. Potential clients won’t come to you if they don’t feel like they can trust you with their property. Secondly, you must promote the brokerage brand. You merge your mailers with your business message. You want to make your messages memorable. You need to build up your brand with every piece of mail sent.

4. Simplicity is Required

Every letter you send out should have a simple format and message. Having a few paragraphs filled with targeted content if extremely effective. Use bullet points and headlines to draw attention to your mailers. At the end, make sure to include contact information for potential clients to send their inquiries.

5. Owners and Occupants

You need to send different kinds of letters to property owners and property occupants. You need to do thorough research on these people in order to make sure that you are sending the correct message to them.

6. Market Coverage

Find the businesses, buildings and precincts that you want to send your mailers to. You want to choose quality locations to cover your market. 

7. Timing Calendar

As mentioned earlier, you should be sending out 6-9 letters over the course of 12 months. In order to keep track of that, create a comprehensive calendar to show when you send them out. You want to space them out as to not overwhelm, but not long enough that you fade into obscurity. Shake up your message, but do not change up your contact process. Your inquiries usually pick up after sending out the third mailer.

8. Telephone Follow-Up

As you assess the steps above, consider merging direct mail and direct marketing into your business. After spending all this money and time pushing out your mailers, you might as well get involved with following up and tracking results.

As you assess the steps above, consider merging direct mail and direct marketing into your business. After spending all this money and time pushing out your mailers, you might as well get involved with following up and tracking results.

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Posted on 9/9/2021