Direct mail is the tried and true method of reaching new customers.  You may think that's old school, but think of your own mail, which is probably filled with catalogs and invitations of all sorts.  Virtually every one of those items has a website printed predominantly on it, yet you are sitting at your desk, looking at a mailed piece.  Sometimes it is annoying when also you get frequent emails from the same company.  Haven't they heard this is the green age?  But, I digress.

Even in real estate, direct mail still has its place.  Since it's expensive, you better make sure your direct mail stands out.  It should have an offer and call to action that will product what you want - interested people who call you.

One purpose direct mail can serve is to further establish that you are the area expert.  There's only so much so you do to prove that on a post card.   Forget long letters - people don't want to read pages of your achievements.

One unique approach is to send out a neighborhood Quarterly or Annual Report to people in a geographic farm you would like to secure more listings in, as well as those areas that you have sold several properties.  Your report might include pictures from the area, including some of your current listings, along with your contact information and some market stats from the area.  To make it useful to people and something they would keep, add a mix of community and real estate information, 

1.    Highlights from the last year (i.e. local high school won the league championship, July 4th block party, etc.). Be sure to include pictures and any other types of pertinent information for people who live in the area.

2.    Quotes from local experts about what they expect the local real estate market to be like in the upcoming year

3.    Quotes from old or new residents in the community about what they like about the area.

4.    New services in the area

5.    Assessor's maps and/or title company information

6.    Information about what economists believe will be happening to prices and interest rates

7.    Addresses and phone numbers of public services such as police, fire, library, etc. as well as phone numbers for local merchants

8.    Information about upcoming sporting events, plays, concerts, and other types of leisure activities

9.    Any fun idea you believe people will enjoy such as gardening tips, barbecuing ideas, etc.

This may sound like a lot, but compiling the information should be easy. Most people who receive your annual report will keep it "just in case" they need to refinance or perhaps have to sell.  They may even request it in future years (or future quarters if you do it more frequently.)

Once you've sent the report out, you will have a reason to call them to make sure they got it.   The follow-up call is a great way to ask if they know of anyone who wants to sell or purchase real estate.  It may even be them!  Happy prospecting!

Make A Commitment: I will begin using market reports as a creative direct mail mail to develop my farm area.