Target marketing and timing make advertising more effective. Targeting allows you to manage your farm area with precision. Timing allows you to get impressions on the consumer that have more impact!
An easy 7-step plan involves the following:
1. Get A Listing
2. Send An EDDM (Every Door Direct Mailer)
3. Publish A Local Ad (preferably delivered – front cover of newspaper)
4. Door Knock (using this script)
5. Host & Promote Open House For Listing
6. Door Knock (using open house script)
7. Repeat
The link for Every Door Direct Mail is the United States Postal Service ONLY. You can do your own research and see what companies can generate your postcards and do the mailer for you on your own. I’m giving you the basics here to get started and acquainted with the system.
The basics are this – you use a mapping tool to choose a carrier route. A carrier route is a grouping of streets that you can target and the mailing per piece is very inexpensive. There are certain sizes you must choose to send out your mailer.
I use a local printer to help me with my EDDM size and design. If you know how to use PowerPoint or some other program you can download from the internet to do marketing pieces, you can design the mailer yourself and then give it to the printer. You’ll save money by providing the actual piece to be printed.
I use a LOCAL PRINTER – because you want to use local businesses for networking purposes. You can also use docucopies.com or gotprint.com or others. They are usually less expensive, but again, you don’t have that local relationship.
So what should the EDDM piece say? Well in order to design your own, you’ll need the EDDM Emblem 1 and Emblem 2.
These can go anywhere on what would be considered the BACK of the postcard.
Here is one example of one of my EDDM mailings:
This marketing tool can be very impactful and save you money. Smartzip is something that alot of agents are paying for now. I’m sure it’s great. It’s all about personal preference. But for targeted farming, if you can’t get the streets you have listings on, it’s not effective.
Remember, farming is all about being out there in person. You can’t farm with just postcards. EDDM allows you to integrate a multi-tiered approach to marketing your services for very little money and it’s targeted.
Always remember it’s about targeting and timing.
You can help choose your farm by starting here – with your database!
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