In a time dominated by digital marketing, direct mail remains an unexpectedly powerful tool for real estate agents aiming to increase listings and market share.
"Agents have been predicting the death of direct mail for decades," Tom Ferry says in his resource, Direct Mail – Doubling Down on Old School. "The truth of the matter is there have always been two camps of direct mail — effective direct mail and ineffective direct mail. When you know the difference, you can reap huge rewards . . . "
Since digital marketing often leads conversations nowadays, it wouldn’t be the first time an agent asked, “Does direct mail marketing work for real estate?”
But there is a definitive answer:
No matter how much digital marketing and technology have evolved, direct mail continues to hold a unique and powerful place in the marketing mix.
If you want to stand out in a crowded market, and you’re not incorporating direct mail into your marketing strategy, you’re ultimately leaving money on the table. Why?
Because direct mail offers a tangible, personal touch that digital methods often lack.
Delivering a physical piece of marketing directly into the hands of potential clients creates an immediate, memorable impression that studies show is very effective. This means a greater opportunity to connect with homeowners and potential buyers.
Direct mail's longevity is undeniable. It's also a testament to its effectiveness. Despite the rise of digital ads, email marketing and social media, direct mail has maintained strong response rates and continues to be a trusted method for reaching targeted audiences.
And its success is backed by compelling data.
According to studies and reporting from the U.S. Postal Service, a whopping 67% of people said they feel mail provides a more personal connection than the internet, with 7 out of 10 saying they prefer receiving physical mail over an email.
Plus, 90% of direct mail gets opened, compared to only 20-30% of emails. It also receives a higher response rate — 4.9% for prospect lists and 9% for house lists.
But this is only true for older adults, right? Not the younger generations.
Nope! Millennials actually like getting physical mail, too.
According to recent research from USPS Customer & Market Insights, Millennials (1975-1995) spend the most time sorting mail at six minutes — vs. the 4 min. average.
They also trust it more.
Another study found that 58% of Millennials worry less about direct mail privacy than digital communications privacy. As digital natives dealing with cyber-security threats, privacy concerns and information overload, it's no wonder.
Why this matters: Millennials and baby boomers have recently been trading the top spot as the largest group of homebuyers in the United States. It's important to appeal to both.
In their 2024 report, the National Association of Realtors (NAR) found that millennials comprised 38% of the home-buying market, surpassing baby boomers who have long held the top spot.
This year, in 2025, boomers regained their #1 status, rising to 42% of all home buyers.
So, while digital outreach may be convenient, it hasn’t decimated the desire for the old-school experience of holding a sheet of paper and reading something addressed to you.
Direct mail is particularly useful in local marketing. It helps agents target specific neighborhoods and demographic groups with precision.
In any mailer you send out, be sure to include key elements that optimize its effectiveness.
No matter the type of mailer, a targeted approach will boost the likelihood of response and enhance your reputation as a local market expert.
A market update newsletter, like a Target Farming Report, provides qualified prospects valuable insights into local market trends and property values. This positions you as a knowledgeable resource and keeps your name top-of-mind for potential clients.
Just Listed and Just Sold Postcards are also popular for showcasing your recent successes, establishing your credibility, and generating buzz to attract potential clients.
These are all excellent tools that build relationships with homeowners and demonstrate your commitment to their community.
Related Post: How to Supercharge Your Real Estate Farming Results
Crucial to answering the question, “Does direct mail marketing work for real estate?” — targeting.
Whether you’re deploying a campaign or sending out a single postcard, to maximize the return on investment (ROI) of your direct mail, targeting is vital. Use data-driven approaches to identify and segment your audience based on the factors that matter. This ensures that your message reaches the most qualified prospects.
Additionally, pairing your direct mail efforts with digital tools can amplify your reach and effectiveness. Try using QR codes to track engagement in real time and automate follow-up, and use social media ads to further target your key demographics.
Starting a direct mail campaign requires careful planning and execution. Begin by setting clear goals for what you want to achieve. Whether it's increasing listings, gaining market share, or building brand awareness, just be sure they're SMART goals.
Next, define your target audience and select the appropriate type of direct mail campaign to reach them.
Work with a professional marketing company that will design and print your mailers, ensuring high quality and consistency with your branding.
Finally, track the performance of your campaigns using key performance metrics, like response rates and leads generated. This data will help you refine your strategies and improve future campaigns.
Direct mail marketing is one of the most effective methods for generating leads and driving listings in today’s competitive market, so don't sleep on this tactic. Embrace it and pair is with digital tools, and you'll create a powerful strategy that keeps your name top-of-mind, builds local credibility, and drives real results for your business.
Don’t wait! Put your name in homeowners' hands today.
Visit rspusa.com to take the first step!
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