Even with a thoughtfully conceived mail campaign, when you send it out and who your audience is can impact how effective it will be.
Create subgroups of your target audience and send unique messages to each subgroup. By doing this, you won’t overwhelm any particular audience with too much mail. You can send a brochure of smaller or cheaper houses to prospects who live in an apartment or send tips for easy home renovations to prepare a house to be sold to current homeowners.
How often you want to send your mail is entirely up to you and the needs of your client base, but a monthly mailing is an excellent way to stay recognizable and relevant with your target audience.
The best time to advertise your services or listings is when house sales are rising, which typically is the spring and summer months. It’s best to start in February, ahead of the game, when sales begin to increase and continue through summer, while sales are still up. During the off-season, you should still send mail to keep in contact, but it can be less frequent. Holiday cards are a great way to reconnect with past and prospective clients to let them know that you are still around and still care, without pushing direct offers in their face.