So you’ve got your mailing list ready to go. That’s great. But just having a list is not enough. You'll need to maintain, clean, and most importantly, use your list to get the results you want.Here are some of the ways agents routinely mess up their lists and miss out on valuable business and referrals.
1. Using incomplete addresses.
Make sure your list entries are as complete and accurate as possible. Mailings with incomplete addresses will often not reach their destinations. Or a client will receive a mailing with the wrong name or a misspelled name. These kinds of oversights detract from your professional image and damage your credibility. Make sure entries are complete and correct. Mail Print can help you with this with our data management and database marketing solutions.
2. Not adding new contacts.
Update your list often. Add new contacts to your list as soon as you get them. You want to begin contacting these prospects and generating business, so put them on the list.
Remove old contacts if they are deceased or have moved from the area. This will save you some money and embarrassment and save the new residents from mail that isn’t for them.
3. Failing to add themselves and their family to the list.
Having yourself on the list is a great way to monitor your mailing campaigns. This way you will know when clients receive your mailings. And, you’ll have a chance to see exactly what your clients are receiving and the quality of the product.
Don’t be shy about mailing to your family. They have need for your services just like everyone else and are a great source for referrals. They will likely enjoy seeing your cards and take pride in your industrious nature.
4. Failing to keep the data current.
Stay on top of developments such as marriage, divorce, and death. You don’t want to send mailings to a widow’s departed husband. You want to address the surviving widow. Similarly, you don’t want to send postcards addressed to both Jim and Mary if they are divorced. Keep your data complete and avoid some potentially embarrassing situations.
5. Not making personal contact with people on their lists.
Making phone calls may not be your favorite part of the job. But it is part of the job. Talking with your clients at least once a quarter helps maintain a personal connection, and it gives you a chance to double-check your records. If there is incomplete data, like a missing email address, get it while you’re on the phone.
6. Failing to add past clients to their mailing list.
Stay in touch with those nice people who bought a home with you. They may not need your services for a few years, but that doesn’t mean they won’t bring you referrals. And if you keep in touch, they will be much more likely to do business with you again.
7. Not having a list at all.
If you don’t have a list, start putting one together. This is the most valuable tool you could have. It will bring in lots of business for you if you use it.
8. Mailing to the list only once or twice a year.
Again, mail to your list at least 12-33 times a year. If you mail only once or twice in a year, you might as well just burn your money instead. Repetition is the most important element to any type of advertising. If you want clients to respond to your message, you need them to see the message multiple times.
-Gina
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