If you are new to the idea of Letterbox Marketing, it is a simple and inexpensive traditional form of advertising which has been around for quite some time in Australia. In a research conducted jointly by Australia Post and ADMA (Association for Data-driven Marketing & Advertising), letterbox marketing is considered a top promotional channel wherein Australia’s most prominent retailers spend 50% of their stipulated marketing budget on letterbox campaigns.
The question remains: Are letterbox drops effective in real estate property marketing?
When Everyone Zigs,
You Have To Zag
Digital Marketing is no doubt a huge trend across the majority of real estate agents when it comes to property marketing. However, when everyone in your competition is keen on the digital, you have to infuse traditional media such as signboards and brochures to be seen. Letterbox marketing is also another way to reinforce those digital channels. Aim to be everywhere including inside their mailbox!
So, what makes letterbox marketing successful anyway?
One key factor to make letterbox marketing work is being specific and realistic with your goals. Answering questions like, “Who is your target market?” and “Where are they located?” will help you strategise through your letterbox campaign and save your precious time, money and effort.
Letterbox marketing may be one of the most inexpensive ways to promote yourself as an agent but you have to think of maximising your return on investment. In addition, you have to scrutinise your inbound phone calls, average store visits, bookings, or any essential channels. As a result, it will prevent you from gilding the lily.
How many letterbox flyers do you think an average Aussie receives in a month? Most likely, people will only scan through the heap of flyers they received. Your letterbox marketing will only be a success if the flyers, brochures, pamphlets or leaflets that you are delivering make a mark. Therefore, you have to make sure that your promotional materials are on point in every aspect so that people prefer them more than your competitors’ materials.
Furthermore, it is important to note that the design, branding and copywriting says it all about you as an agent and your agency. Therefore, you have to think strategically, invest in high-quality print or ask expert designers for help.
On the left is a good example of a Letterbox drop property marketing flyer.
Note that you have a wide range of sizes, styles and finishing that you can choose from to make yours unique from the competition.
Ready, Set, Action!
Let’s say you’ve got all 3 above figured out. Now you have to think about what will people do next after reading through your letterbox drop? What will make people feel rapt enough to take action? To clarify, you don’t have to break the bank for an irresistible offer. It could be anything from a no-obligation consultation, a limited time offer, a seasonal promotion or a rare property opportunity.
In fact, some agents take an extra mile by including some of the following items in their letterbox drop.
– Fridge magnets (You can play with any design including house-shaped magnets to make them interesting and fun)
– Local news & Market updates
– Free appraisal offers
Lastly. the most crucial factor for the success of a letterbox marketing campaign is consistency. Your goal? To be known and recognised as a household name. Sending out your letterbox drops in a consistent schedule and manner builds brand recognition and trust in the long run. Consistency does not only apply to the letterbox delivery schedule. It applies to all the key factors discussed in this article.
In conclusion, you have to remember that the little details can go a long way in making your letterbox property marketing successful. Your job is to ensure that your target clients notice you, remember you, prefer you and approach you!
If you’re a real estate agent and you need help with your real estate marketing, signage, brochures, and stationery, feel free to contact us through the following ways:
Phone: 1300 307 551
Contact Us Form: https://www.digitalcentral.com.au/contact-us/
Whether it be your real estate signboards, property brochures or stationery you can trust Digital Central has a solution that suits your needs.
Sign up as a new agency here: https://realestate.digitalcentral.com.au/ and start your journey today!