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June 18, 2019

Best Practices For Direct Mail for Realtors

Direct mail is big. Bigger than you might think. According to the 2011 USPS Revenue, Pieces and Weight Report, businesses sent 84 billion pieces of direct mail. In fact, 51 percent of all mail sent that year was direct mail.

Direct mail is the crisp tide on which businesses surf to profitable glory every year.

Direct Mail Keeps You in Touch

So, how can direct mail help you gain new listings and sell properties to prospective buyers? It’s simple: direct mail can get you personally in touch with the very prospects you most want to target.

Customers are likely to interact with a piece of direct mail longer than other forms of communication, such as Twitter or email. According to Craig Simpson of Entrepreneur, prospects are more likely to trust direct mail too. Direct mail is extremely effective if you do it right.

Let’s explore what “right” looks like.

Ten Tips for Success

Know your buyers and sellers. Do your targeted buyers want patio homes or starter residences near good schools? Do your desired listings want to sell fast or maximize revenue gained from a thoughtfully planned sale? Do you truly know what your prospective buyers and sellers want? If yes, you’re halfway home. Your direct mail should address your prospects’ specific needs with clear, on-point messaging.
Target or segment your mailing list. Once you know whom you want to reach, target your mailing list to send your mail to the right demographic. Trouble zeroing in on the right prospects? Try using a list curation service. Have competing prospects? Plan to send more than one mailing. The more specific you are with your messaging and mailing list, the more likely your desired prospects will respond.
Personalize it. Buyers and sellers will respond to your direct mail if your piece communicates directly to them. Inserting a prospect’s name into the mail isn’t enough anymore. Use data, such as prices of nearby homes that have recently sold, unique home showing tips, or satisfied local homeowner testimonials to personalize your piece.
Keep your content short and friendly. Deliver your message quickly using friendly, simple language. Prospects want to list their properties with realtors they trust. Start building that trust with the tone of your direct mail.
Use a clear call to action (CTA). Want prospects to call you? Say, “Call Today!” and repeat the message at least 3 times in your mailer.
Nest one CTA in a P.S. Research shows that direct mail users read a “P.S.” portion of a mailer first. Make sure to include a clear call to action there if relevant to your direct marketing piece.
Provide multiple response routes. Give buyers and sellers more than one way to get in touch. Some will use your phone number, but others may prefer to reach out via email or text.
Hire a professional designer. The images and the layout of your direct mail can get your piece read or tossed into the recycle pile. Ensure the quality and effectiveness of your mailer design by hiring a professional.
Get a little techie. Try using a QR or quick response code in your mail. QR codes are a great way to get your prospects to open a specific web page advertising an open house or maybe view a video of an amazing property listed on the MLS. Find out more about QR codes. Want to take to an even higher level of technology? Use a video market update program that includes a postcard mailer to show off your industry knowledge!
Track it. Decide in advance how you will measure the success of your direct mail campaign. Do you want to increase sales or get a certain response rate? Include a trackable QR code on your mailer or train your staff to record how many calls you’ve received as a result of your campaign. Check out this article for more information about tracking response rates.

For best results, don’t give up! Use more than one of these ideas and use them more than once. Read our past blog to avoid common mistakes with direct mail marketing.

Finally, integrate your direct mail initiative into a wider campaign that includes email marketing and social media. More people will trust your Realty expertise if they hear the same message from more than one channel.

Additional sources:

http://www.mytechopinion.com/2009/07/50-do-it-yourself-marketing-ideas-for-your-real-estate-business.html

http://www.experian.com/small-business/direct-mail-marketing.jsp

https://www.themailshark.com/resources/guides/how-to-track-measure-direct-mail/

Categories : PRINTING SERVICES

Posted by Plumb Marketing on

May 6, 2019

Plumb Marketing and DBC Digital Open House

Summer is just around the corner and we want to celebrate with YOU!

Save the date for Thursday, June 13 from 4 to 6 pm to attend our annual Plumb Marketing Open House and meet the new owners of DBC Digital! Greg and many of the DBC Digital team will be onsite to answer any questions about the recent acquisition. We will have light refreshments, snacks, fun and prizes for all who attend. We have added new staff, offerings and product lines since you last visited. Come learn about new ways to market your business, all while enjoying an afternoon of fun!

Date: June 13

Time 4-6pm

Location: Plumb Marketing, 2820 S Zuni St, Englewood, CO 80110

RSVP: Click here!

We look forward to seeing you!

Your Partners in Marketing,
The Team at Plumb Marketing (and DBC Digital)
303.607.9424

Categories : PRINTING SERVICES

Posted by Greg Sherwood on

August 6, 2018

3 Multi-Channel Marketing Essentials for Real Estate Pros

For more information about real estate marketing, or to schedule a free marketing consultation, please call (303) 357-5757, or e-mail dbc@dbcdigital.com.

Curvy Road Ahead
As we all know, the Denver housing market has been cruising along at high speed with steady increases in residential market values over the past few years. Yet with the newest housing market report, it’s looking like the market may be coming into balance. With this market trend predicted to continue, along with the influx of newer real estate agents over the past few years — now is the perfect time for Denver-area agents to evaluate their multi-channel marketing strategy.

What is Multi-Channel Marketing?

Multi-channel marketing is the practice of using multiple approaches to reach your prospects. Multi-channel marketing allows your prospects decide how they want to interact with you, giving them a choice that works best for them. Agents who wisely invest time in these three channels will achieve better and longer-lasting results.

These three channels are:

Social Media
Direct Mail
Email

Let’s dive deeper into each channel …

Social media

Social media marketing is crucial for successful real estate agents. Around two-thirds of U.S. adults (68%) use Facebook, according to a survey conducted in January 2018 by Pew Research. That’s about 2.19 billion users! More than 700 million users are on Instagram, and half of all online adults use more than one of the five main social media platforms.

The most effective sites for real estate agents’ content include: Facebook, Instagram, LinkedIn, Twitter, and YouTube.

A smart social strategy for real estate agents, as with all content marketing, starts with quality content. Agents should create and post articles and videos on what they know best. An authentic voice will resonate with your local market and demonstrate your confidence and expertise.

We suggest following the 80/20 rule with social media content updates. Eighty percent of your posts and other content should focus on your prospects and your client’s main interests, while twenty percent should be aimed at expanding your business (offers, ads, etc.).

Also, effective content includes posting your listings, talking about what’s happening in the area (like community events or school activities), as well as including client testimonials. Agents must be sure to interact with anyone who likes or comments on your posts, and always (always) respond to any messages as soon as possible.

Once agents open their business social media accounts and are posting quality content, the next vital step is to post consistently and strategically.

By the way, to improve your SEO, you should be writing blog and video posts on your website and then sharing the blog links on social media with intros to “read more” (or watch) versus posting an article directly to Facebook.

Direct Mail

Print is alive and well. Postcards and other types of mailings are excellent direct marketing tools for multi-channel content marketing since they provide a touchpoint for branding and information.

Even Google uses direct mail.

According to Data and Marketing Association’s 2017 Response Rate report, direct mail response rates outperform digital marketing by more than 700 percent. In fact, the overall response rate from physical mail has increased by 3.7 percent in the last couple of years.

Direct mail is even more powerful when you combine it with the other two channels. You can create a Facebook campaign that targets the same neighbors and will be seen at the same time they receive your direct mail piece, increasing your response rates on both channels.

Given the strong success of direct-mail marketing, it becomes the perfect way to advertise your digital presence. Whether you’re reaching out to current clients or looking for new leads, direct mail is an important pillar.

Success boils down to two key components: top quality content and consistency. We advise our clients that your prospects and sphere receive direct mail from you each month, year-after-year. Postcards are perfect for driving prospects to your website, announcing recently listed and sold homes, or fun items such as sports schedules or event calendars keeping your name always in front of your prospects.

Email

Email is fundamental to any smart marketing strategy for real estate agents. Agents can really shine by providing useful updates to prospects and their sphere. Top quality emails can differentiate the savvy agents from the less experienced.

By using platforms like MailChimp, real estate agents can easily create cost-friendly and highly personalized email campaigns.

Agents should remember to leverage their social media and direct mail programs to grow their email lists. They should entice prospects to sign up with you by promoting meaningful content that is only available by subscribing to your emails. Additionally, agents should always include “Subscribe” buttons or links with any social media or blog posts.

“Quality over quantity” especially applies to emails. This means agents should avoid sending out full-length articles in their emails. Instead, provide links to your blogs and encourage readers to click over to your site by including compelling images along with brief descriptions of what your readers will gain if they do.

Email was the leading digital channel for ROI in 2016, according to DMA’s 2017 report. This is why email marketing must be included in your marketing mix.

In Conclusion

Ultimately, your success with multi-channel content marketing is about creating top-quality content— content that relates to your prospects, buyers and sellers. Content that demonstrates your expertise and shows that you are there to help. Through multi-channel marketing, agents can be sure they are most visible to their sphere and always tell their prospects, “As market patterns change, we’re here to help you find the best route to your new home.”

Need help with this?
Do you need some help in getting all the pieces working together? Give us a call and we’ll help you prioritize the most important parts as well as give you support on what you don’t have time to do yourself. You can call us at (303) 357-5757 or email us at dbc@dbcdigirtal.com

About the Author:

Greg Sherwood is President and Chief Executive Officer of DBC Digital, a strategic marketing firm with expertise in helping companies build stronger marketing campaigns, brand awareness, customer engagement and revenue.
Greg was previously National Executive Vice President of a global B2B firm. Prior to that, he was its Chief Marketing Officer (CMO). DBC Digital is the only marketing company in the Denver area with a former Chief Marketing Officer as its CEO.
He is a featured writer, speaker and panelist on topics that include strategic marketing, content marketing, social marketing and innovation.

Please note: Since 2004, we’ve been helping small and medium-sized businesses with all of their marketing needs. We specialize in the real estate, mortgage, financial, and insurance industries. Located in Centennial, Colorado (just south of Denver), we work with clients throughout the U.S.

Categories : Content Creation, EMAIL CAMPAIGNS, Marketing, PRINTING SERVICES, SOCIAL MEDIA MARKETING

Tags : content creation, Denver marketing, direct mail, email marketing, marketing, multi-channel, social media

Posted by Greg Sherwood on

June 21, 2016

Google Maps-Now Includes Options for Local Ads

We’re pleased to offer a free marketing consultation. Call today, (303) 357-5757, or e-mail dbc@dbcdigital.com.

Local businesses are constantly searching for ways to make it easier for prospects to find their locations. The most aggressive companies even employ people to stand at intersections and twirl signs to ensure their business is found.

Now Google has added a new capability to their Google Maps app that allows local businesses to digitally “twirl” their signs.

Google has enabled local AdWords advertisements to show up on Google Maps.

Why is Google adding this capability to it Maps app?

Here is some of Google’s reasoning to allow ads on Google Maps.

Hint: It’s all about about the growth of mobile and local search:

Searches related to a geographic locations now make up almost 30 percent of all mobile searches.
The growth rate of these kinds of location-related, mobile searches has grown much faster than other types of searches.

How Do Google Maps Ads Work?

In Google’s words, advertising on their Maps app heralds a new generation of search marketing. In reality, these spots are just another platform in the vast Google search network that advertisers have been using for years. In addition to showing up on search pages and the publisher network, companies can now use AdWords to plant their signs on Google Maps.

This article by Wordstream shows an example of a local search on Google Maps for an electronics store. Like a signpost, Google Maps displays a clear logo of a Best Buy store within the area of the map.

In this example, users can click on the Best Buy logo to see advertising inventory for that location. Businesses now have the opportunity to entice prospects to visit them by offering specials and promotions right when someone is searching for that type of business in that part of town.

Why Consider Advertising on Google Maps?

According to the company, the increase in both local and mobile searches means that advertising on maps can offer a good opportunity for businesses to be found by prospects who are ready to buy. Because prospects are looking up a physical location, they are very likely planning to buy that item soon. So the timing to show up in an ad is perfect.

Local ads on Google Maps is certainly something to think about if your business has a physical location.

At DBC Digital, we help local companies get found online for more business

The marketing team at DBC Digital succeeds by helping our clients succeed. Learn more about DBC Digital and schedule a free marketing review, so your customers can find you faster.

Please note: DBC Digital is a full-service marketing company. We’re located in the Denver metro area, just south of the Denver Tech Center, near I-25 and Dry Creek Road.

Categories : PRINTING SERVICES

Tags : Google maps

Posted by DBC Digital on

August 21, 2014

Customer Experience: The Most Important Digital Success Factor

In most commercial fields, consumers have more options now than ever before. They can shop anywhere–in another city, another state, even another country–to get exactly what they want. As a result, consumers are increasingly less willing to compromise on what they want, because they figure they can find something similar at a competitor.

This might not surprise most businesses. But what some professionals might not realize is that the differentiating factors for consumers are changing. Once price and product ruled the day, but now those variables are taking on less prominence as consumers seek out a better customer experience–and businesses are being forced to adapt.

The Declining Value of Price and Product

It wasn’t so long ago that brick-and-mortar shops were terrified of being put out of business by big Internet retailers like Amazon and Wayfair. Those online operations benefited from lower overhead and, as their volume increased, more economical shipping methods. This created pricing advantages that physical operations couldn’t match.

To some degree, those fears have been stifled. Mountains of data tell us that consumers still like to shop in stores and examine products in-hand before they make a purchase. And minor savings often don’t outweigh the attraction of owning an item that day, instead of waiting several days for shipping.

As those pros and cons of physical vs. digital purchasing start to balance themselves out, other factors are becoming more critical to winning over consumers and building a reputation. Increasingly, the top differentiator is the customer experience.

Customers Want an Experience, Not a Service

Shopping isn’t just a necessary habit. For many, shopping is also an experience they want to enjoy. Stores like Wal-Mart, CostCo and other big-box stores may offer unbeatable prices, but their experience offers nothing memorable, either. This works because their goal is to draw in consumers who are primarily concerned with price, availability and diverse purchasing options.

Most businesses can’t compete in this area, though, so their incentives for consumers must be different. This means building a customer experience that shoppers will appreciate and enjoy. Whether it’s improving the checkout process, building a more interactive shopping experience, establishing loyal customer incentives or other features, businesses need to do more than simply offer products at an affordable price.

The good news is that experience development is practical in both the physical store and the digital marketplace.

Keys to Delivering a Strong Digital Experience

With a little brainstorming, businesses should have no shortage of ways they can enhance the
customer experience on their websites or shopping apps. For example, there are basic tasks like building an optimized mobile version of your retail website, simplifying the checkout process and offering rewards points for shopping online.

Even aesthetic qualities such as the ease of navigation, features that offer shopping recommendations, and strong customer relationship management through social network, can all produce a discernable uptick in customer satisfaction. One simple trick to direct this work is to follow the emerging practices of your competitors and other online retailers, and to survey regular customers on what they do and don’t like about their online shopping experience.

Brands can also leverage mobile devices to enhance the physical shopping experience by developing apps with store maps, special mobile coupons and even augmented reality to help the store come alive. When these strategies are deployed, customer satisfaction should increase, and brands will see an increase in revenue performance.

Building a rewarding experience may not be easy, but it can create advantages your competitors will struggle to match. If you’re ready to give your customers a new way to engage your brand, contact DBC Digital today.

Greg Sherwood is CEO of DBC Digital, a marketing agency based in Denver, Colorado. With over 30 years of marketing experience with traditional and inbound (internet) marketing, Greg helps mid-sized businesses get a better return on their marketing dollars.

You can reach Greg at (303) 357-5757 or at dbc@dbcdigital.com

Categories : PRINTING SERVICES, PUBLIC RELATIONS, STRATEGY

2899 S Santa Fe Drive, Unit 2
Englewood, CO 80110

(303) 357-5757

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