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Sign into your accountTargeted Mailing Lists or Every Door Direct Mail
March 09 2020
New to direct mail marketing for your real estate business? There's a lot to learn and some trial and error to experience. It's such an effective real estate lead generation technique, however, that it's time and effort well-spent.
One of the first things you'll want to determine is whether you will send your direct mail pieces to a targeted list of potential clients or to every single door in a particular area, via Every Door Direct Mail® (EDDM®).
Both strategies have pros and cons.
When to choose EDDM®
At only $0.191 per piece, EDDM® is ideal for the agent on a tight budget. Because it's not nearly as targeted as a mailing list, your direct mail pieces will be delivered to every "door" in your chosen postal route.
It's the difference between a shotgun and a targeted approach.
An EDDM® campaign is also easier to set up so you'll be generating leads quicker than you would were you to use a targeted list.
Choose EDDM® over a list if you:
- Don't mind creating mail pieces that conform to the program's size restrictions.
- Don't mind that the mail pieces will not be addressed to the recipient.
- Hope to expose your brand to the widest audience possible.
- Are a listing agent and your farm is home to few renters (you'll save money using EDDM® over the targeted mail list.)
- Are seeking buyers and the farm area you've chosen has more renters than owners.
When to choose a list
EDDM® may not be effective for you under certain circumstances. These include:
- Agents who want to target homes at a certain price point.
- When you are targeting absentee owners (landlords).
- Agents who are targeting homeowners with specific tenures.
- When sending Just Sold Postcards to neighbors.
If you want your direct mail pieces to be personalized and you have a specific audience in mind, a targeted mailing list is your best bet.
Remember, direct mail marketing isn't a "one-and-done" program. Consistently mailing to your farm or your list is the key to success with either EDDM® or targeted direct mail.