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For many agents, the most utilized forms of advertising and lead generation are former client contact, which may or may not lead to referrals for new business, and the old standby, the local real estate magazine. All are great ways to generate business, because you are targeting potential clients.

Direct mailing can be another useful tool and make a good arsenal, great. Still, agents never really consider a direct mailing campaign as a viable source of lead generation. Yet it is, not just for former clients but to generate new clients as well. Direct mail remains one of the most successful forms of advertising in almost every industry. So why aren't most agents utilizing this powerful tool? Using direct mailings to target a specific audience can greatly increase an agent's chances of gaining new clients or keeping the old.

Direct mail can help zero in on relevant clientele. A quality list provider may gain an agent access to many attributes which enable the pin pointing of, let's say, potential homebuyers.
When trying to gain referrals or new business from former clients, direct mail can help keep you fresh in their minds. Follow up is key, and direct mailing a quality creative piece can help form profitable relationships for a lifetime. To be effective, your mailer must:

Grab the Readers Attention--Just like a good book. Intrigue the reader with a great opener.

Create Interest, and Desire-- A wonderful opener must continue with an incentive, to get the reader interested. Although it is rare, be the first to offer clients anywhere form a .10 to 1% off of your commission rate. If that is too drastic a move, then, for example, make this offer if you do not sell the house in 30 days. In certain markets, it is unlikely that a house will not sell within a month.

Be Actionable: Get the reader involved. "Call me now to find out more information and to find out what homes are going for in your area."

Once an agent receives responses, it is now up to him/her to make each client's experience customized and personable.

About the Author

Tamara Miles is a licensed agent in the state of Virginia and owner of Miles-Fete Direct, a virtual agency specializing in Realtor Support and Direct Mail Marketing. She has earned a Master's degree in English Literature from Virginia Commonwealth University. You may contact Tamara at miles-fete@hotmail.com