The real estate industry is obsessed with digital marketing. Potential clients are bombarded by messages through social media and e-mail. Often overlooked, direct mail can be a reliable marketing method that uses time-tested practices to generate surprising results. It can be a fantastic way for Realtors® to reach audiences that include seniors, email users who apply filters, and people who appreciate getting real mail.

A study done by the Direct Marketing Association found that the response rate for direct mail to an existing customer averages 3.4 percent, compared to 0.12 percent for email.

Here are some tips to help Realtors® create an impactful direct mail campaign:

Utilize member resources available to you through the National Association of Realtors®.

The NAR Print on Demand program allows members to personalize and professionally print high-quality, professional marketing pieces created by NAR.  For more information, visit the NAR Realtor® Store, https://store.realtor.org/print-demand-program-overview.

Be sure to meet all DPOR requirements for print advertising.

The minimum required information to include in all print advertising by real estate licensees is (1) licensee name and (2) licensee’s firm name. If the mailing piece is coming from a real estate firm, the minimum required information to include is the firm’s licensed name.

Use a current and carefully selected mailing list.

Realist Tax (available through CVRMLS) provides a quick, easy and free way to produce your own mailing list and labels. Visit https://www.realist.com/support/creating-mailing-labels for step-by-step instructions. Additionally, numerous services, such as DirectMail.com, provide a spectrum of demographic lists for a variety of price points. If you do choose to buy a mailing list, request a credit for a returned mail rate higher than 5 percent. You might also consider featuring an “add me to your mailing list” feature on your website to build up a database of clients that would like to hear from you.

Keep it Ethical.

Do not make specific solicitations to people who have exclusive contracts with other real estate professionals. However, if you are doing a large-scale mailing, you do not need to verify whether or not those on your list have contracted with someone else.

Have a brand identity.

Mirror the look and feel of your Web site and other marketing materials. Consistency is key. All marketing materials — including direct mail — should be easily identifiable as yours.

Create a personalized look.

When you do smaller mailings, consider using hand-addressed envelopes and commemorative postage stamps. Pili Meyer, author of Monday Marketing Tips, suggests hand addressing envelopes to your entire database of past clients and then picking five envelopes at random per day and writing a note to those clients.

Edit and proofread.

Once your piece of mail gets into the hands of your potential clients, don’t lose them with poorly written content. Make sure everything is 100% correct. Proofread for grammar, spelling, and typos.