Luxury Real Estate Direct Mail

4 replies
Im a real estate agent and I'm Trying to draft up a good direct mail piece to send to luxury homes owners convincing them to sell. There all very sophisticated affluent communities. What would be the best approach to take on this? Has anyone seen anything like this that's working or does anyone have experience themselves? Look forward to your answers thanks.
#direct #estate #luxury #mail #real
  • Profile picture of the author ewenmack
    The approach that works, is to have the ones identify themselves
    who are thinking about selling and wondering what the property
    is worth in today's market.

    By giving them accurate recent home sales data
    in their location for similar homes, you are seen
    as the most helpful, most switched on, therefore the guy
    who would want to list with, when the time is right.

    All done in a non pushy way.

    So the flow is like this...

    1 Postcard which offers to give an accurate home valuation

    2 Go to web page where they give their details so you can
    give them what they want, as you promised.
    They indicate when they are thinking of selling.

    3 Follow up to get more details from them
    so you give them more accurate market valuation

    4 Deliver market valuation

    5 Based on when they plan on selling, you'll get permission to show
    marketing options to sell the property, or put them in a automatic follow up sequence
    so they list with you when it's time to sell.

    That's a marketing plan, not just a random direct mail piece.

    It's working in Manhattan and San Francisco.

    Best,
    Doctor E. Vile
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    • Profile picture of the author Oziboomer
      Originally Posted by ewenmack View Post

      So the flow is like this...

      1 Postcard which offers to give an accurate home valuation
      One thing you can add to this postcard if you have the prospect's name is a personalized URL.

      You could register a domain name that reflected the outcome that Ewen explained...
      ...something like "valuationfor.us"

      You then use a PURL generator like the one Mike Capuzzi has or use Ontraport's personalisation of wordpress on the fly to create a personalized landing page that you can have overprinted on the postcard mailing.

      So the message will direct the receiver to visit their personalized home valuation.

      The URL could be FirstName.Surname.ValuationFor.us

      An example of how I do this on the fly for one product I sell is listed below...
      NeedLeads.SuperBonusFrom.me

      If you paste that web address into a browser you will see how the page is created with personalisation. You can substitute any Name in place of "NeedLeads"

      NOW....if you add a survey funnel type survey onto that personalised page where you can get micro-commitments....

      ...like

      FirstName...start your premium property valuation assessment.

      Please answer the following questions to get an up to the minute valuation for properties valued above $1M located in XXXX. ( can use geolocation for this or if you just work one area then insert area)

      Q1. Size of property?

      Q2, Q3 Etc...

      Q6...might be "How quick do you want to sell?"

      and then take the visitor to a personalized thank you page where they confirm their details.

      You can use wordpress and survey funnel plugin or you can just code the survey pages to suit whatever you prefer.

      The survey form submit would add them to the followup sequence in your CRM.

      If you use survey funnel you would also have reports of what data they were entering in a graphical display...but you can easily add the field names to a custom form so you could tag each respondent based on what they answered.

      So for example....Big property + Ready to Downsize + Ready to Sell gets high lead score and urgent followup.

      You craft the survey to get the data you need to help identify these best prospects.

      Best regards,

      Ozi
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  • Profile picture of the author jessegilbert
    Banned
    Originally Posted by NeedLeads View Post

    Im a real estate agent and I'm Trying to draft up a good direct mail piece to send to luxury homes owners convincing them to sell. There all very sophisticated affluent communities. What would be the best approach to take on this? Has anyone seen anything like this that's working or does anyone have experience themselves? Look forward to your answers thanks.
    sounds like a potentially exciting niche...direct mail + luxury real estate. The question is, why would they sell? What benefit is there?
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  • Profile picture of the author jessegilbert
    Banned
    What reasons...

    Divorce
    Better rates in another area
    Kids graduated or married so big house not needed
    Downsized
    Want to upgrade to even bigger house

    anyways these are newbie ideas but I'm fascinated with real estate, copywriting and IM what could be possible...Are there even a lot of copywriters in real estate or just technical underwriters?

    JV Equity real estate does billion dollar deals and yet I didn't see too much copywriting in it when I explored the sites in that area.
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