As advanced and sophisticated as digital marketing strategies have become for real estate agents, it can be far too easy to fall into the trap of becoming invisible in the vast sea of digital content.
This includes getting lost in the internet's endless scroll, where countless other search results, ads, and social posts are all competing for attention.
The same risk applies to emails. Messages can easily be overlooked or ignored amidst an overwhelming volume of daily communications.
Don't get me wrong. Email marketing can be very effective. After all, emails in the real estate industry have an average open rate of 35.38% — not too shabby, right?
But that’s a bit less impressive when you consider the alternative:
Direct mail marketing.
Did you know that direct mail offers agents a surprising return on investment — like an open rate as high as 90%?
Why? Digital fatigue.
Digital fatigue is a state of exhaustion, both mental and physical. It's caused by spending a prolonged amount of time using digital devices (computers, smartphones, and tablets) and excessive notifications and alerts from those devices.
The market is saturated, and inboxes are crowded. But, thanks to modern marketing innovation and technology, direct mail is back in a big way.
So, if you’ve been wondering whether direct mail is worth it for your real estate business, the answer is a resounding yes.
Here are some recent direct mail marketing statistics that might just blow your mind:
Along with those high open rates, direct mail is kept in a recipient's home for an average of 17 days.
This is an especially good thing if you’re deploying a Target Farming Report Campaign or sending out other direct mail, like postcards, to promote yourself and your business. Many RSP USA clients say that, in listing appointments, homeowners have referred to direct mail they received weeks, even months, prior.
And, even if direct mail is discarded after being received, it still leaves a lasting impression.
The physical nature of direct mail means that it's often seen and handled, even if briefly. Recipients are likely to glance at it and take note of the sender. This can foster a sense of familiarity and be more memorable than a fleeting digital message that might be deleted without a second thought.
In fact, 70% of customers find direct mail more personal than digital communications, and a whopping 82% of millennials trust direct mail marketing over digital methods.
As technology evolves, and we become more and more dependent on it, trust is more important than ever. A primary concern among millennials is cybersecurity and privacy. They’re largely wary of digital methods and find direct mail safer and more secure.
And, yes, you need to appeal to millennials. They recently became the largest group of home buyers at 38%, surpassing baby boomers.
If you can incorporate digital tools in your direct mail, that’s ideal. This allows for greater engagement and an ability to track the performance of your mailers. Marketing campaigns that combine direct mail and digital media can see a significant lift in their response rate.
A lead generating QR code is a great way to get those benefits. You’ll stand out, because QR code usage is present in just 9% of mailings, while 37% of consumers are likely to scan a QR code on direct mail.
Try it out: RSP USA’s Home Value Estimate QR Code, for example is featured free on all direct mail products and offers agents lead notification in real time. Check out a demo.
Direct mail has never been more powerful, and these direct mail marketing statistics absolutely prove that. But it can only reach its full potential if it’s intelligent, consistent and integrated with digital tools.
Response rates for direct mail are increasing each year. In 2023, Statista showed that direct mail campaigns in the U.S. had a substantially higher return on investment (ROI) than other advertising channels, outperforming both email and paid search.
Now is the time to make direct mail marketing work for you.
Incorporate it within a multi-channel marketing plan, and you’ll find that using offline mailers has awesome potential to positively impact your business, generating more leads and sales over time.
Related Post: Your Secret Weapon for Unlocking Real Estate Success
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