What’s going on with letterbox drops? Are they still effective? Although they used to be an essential addition to any real estate agent’s arsenal, times are changing.
The rise in online marketing, coupled with public concern regarding the environmental effects that paper-based advertising can have, have all shifted the role letterbox drops play. Even if they’re not as popular as they were 10 years ago, do they still get the job done?
How effective are letterbox drops?
Although times may have moved on, letterbox drops will always have a place. If they’re done correctly and deployed at the right time, they can still bring in leads on par with other marketing mediums.
In Australia’s modern-day real estate climate, there doesn’t really appear to be a general consensus on whether or not letterbox drops are the right or wrong way to market your agency. Instead of deciding for or against it, the focus seems to be more on finding the right balance and mixing it in with other marketing channels, such as social media.
The secret to letterbox drop success
Professionals who have found success with letterbox drops often agree on a couple of key points – it’s all about adopting a tactical approach.
By creating content that’s eye-catching and vibrant, you’ll be able to grab the attention of the right kinds of people. Keep it clear and on-message and avoid cluttering your main points with too much information.
One key mistake that agents make with letterbox drops is changing their message far too often. This inconsistency makes it hard for potential customers to understand what you’re about and it’s going to reduce the chances of them remembering your name. Don’t overcomplicate the message – keep it simple and real estate leads will follow.
Keep your message succinct and, if possible, in addition to bright colours try to add in a bit of humour. One of the toughest challenges your letterbox drops have to face is standing out from the crowd – showing a bit of personality will help you to achieve just that.
Use letterbox drops to educate and inform
One of the best ways of gaining a person’s attention is by telling them something they don’t know. This tactic can be deployed with letterbox drops by giving them facts about their local neighbourhood, for example.
This is a classic content marketing technique. By informing readers about something they didn’t previously know, you’ll help to establish your real estate agency’s brand authority – meaning you’ll look like you know what you’re talking about.
Through this, these potential customers will start to trust you more and, coupled with some well-timed online marketing, they’ll be much more likely to choose your services over your competitors’ should they ever be in the market.
Take letterbox drops with a pinch of salt
Although we’ve discussed some of the key benefits correctly-deployed letterbox drops can earn you, they should also be taken with a pinch of salt.
If you’re revising your real estate agency marketing plan, letterbox drops can make a great addition, but they shouldn’t be solely depended on. Use them if you want, but be sure to compliment them with a portfolio of other marketing channels.