Direct Mail, Email or Social Media?
Which works best?
To really increase the number of new agents you recruit, you need to use all three. We live in a multimedia world and people respond to different forms of communications in different ways. So, to maximize your efforts, you need to create a multi-sensory marketing experience where prospects are hearing from you in a variety of formats.
Take direct mail, for example…
A well-designed, well-written direct mail recruiting newsletter is your most valuable marketing piece. Yes, it’s more expensive than an email or social media tweet, but it makes the best impression on those who receive it.
A direct mail newsletter – designed the right way and featuring valuable content – has high perceived value. Your contacts know they are on your “most important” list when they see it in their mailboxes.
A direct mail newsletter:
- Stands out and gets noticed because people don’t receive much personal mail anymore.
- Is less intrusive than email. (You never have to prove it’s not spam.)
- Is read in a less rushed, more relaxed atmosphere.
- Has a tangible feel and quality. It just looks better.
- Is more likely to be kept.
The only downside is the expense. Direct mail involves printing and mailing, so it costs more than email and social media.
That’s why you should only send a direct mail recruiting newsletter to your very best contacts.
Who are those “very best contacts”?
Any agents you have spoken to that have expressed interest in receiving your newsletter and that have agreed to give you their “Home Address”.
Now let’s take a look at email…
While email has a low perceived value for marketing, especially when compared to direct mail, it does have three important advantages.
The first is speed. With an email, you can send a message to contacts almost instantly. That makes email a great way of communicating timely information.
The second is cost. Email is inexpensive. You can send an e-Newsletter and other messages to lots of contacts without being concerned about the cost.
The third is reports. With the right email system, you can see who opened your emails, which links they clicked, and other “analytics”. With this information, you can zero in on more opportunities.
But email also has a number of disadvantages.
- Used incorrectly, email can easily be seen as spam.
- If it isn’t formatted properly, your email will not display correctly on mobile devices.
- If the content isn’t of high value, your email will likely not be read or even opened.
- People receive a lot of emails. So the competition for your inbox is fierce.
- Emails can look good but, compared to direct mail, the design potential is limited.
What’s the best way to use email?
Email is ideal for staying in touch with your lower probability prospects because it’s quick and inexpensive. It’s also a good way to send all your contacts timely, highly relevant messages.
What about social media…?
Social media is still a new form of communication and is not yet completely reliable, simply because not everyone is actively on these sites even if they have an account.
You probably have some contacts that are active on Twitter, LinkedIn and Facebook. So, it makes sense to get on these sites and have contacts “follow” you. That way, you stay top-of-mind.
If you regularly “tweet” valuable content, your followers will share that content with their colleagues, resulting in more referrals.
You need to use direct mail with your best prospects, email with your lower probability prospects, and social media to reach all agents that follow you.
Direct mail, email and social media, all working in tandem as a recruiting marketing system. That’s the key to getting more and more agents joining your company month after month, year after year.
How do you do all that? The Real Estate Recruiting System does it all for you.