18 Your Guide to an Effective Real Estate Marketing: Choose Your Mailing Lists Carefully

by Mark Bradley

The most common mistake committed by investors for their initial marketing campaign is the failure to recognize the importance of mailing list. If you want your real state investing firm to gain more customers, you must take notice of this.

What? Have I just committed direct-mail heresy?

An experienced real estate marketing professional uses a formula called the 40-20-40 law wherein his direct marketing tasks are divided.

When working on your real estate direct mails, you should allocate 40% of your time and energy in crafting your offer; 20% should be allocated for design and content; and the last 40% to analyzing what mailing lists to choose and how to further refine it.

So begin with choosing the right list. First, by making sure you use a list broker. Today, you can rent a list of names in just about any category imaginable – and many even the most vivid of your dreams can’t imagine.

How do you go about selecting the right mailing list? Experts advise that you hire a mailing list provider. But in working with a broker, you also need to know what questions to ask, to help him process the list further.

Make sure you know you customers well. Direct marketers must know very well their customers so that their list broker can give them a high quality mailing list. If you can provide him with sufficient information about your target market, likewise he’ll provide you with a better list.

Make sure to give him precise details such as the exact location of the customers you want in the list.

Identify your real purpose. Make sure that you are aware of what you want to accomplish whether to gather leads for future follow-ups or to increase your sales. When you let your list provider know your objectives, the job would be a lot easier on his part.

Be clear about your objectives. So these are the basic things you should consider in assessing which lists are correct for your real estate marketing campaign. And yes, the effort required is double than what most real estate investors believe.

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