If you’re using only direct mail to promote your business, without Pay Per Click (PPC) advertising, there’s potential revenue you’re missing out on. And if you’re using PPC without direct mail, you’re giving away business. These 2 real estate marketing strategies are important in promoting your business both online and offline.
Allow me to explain my reasoning for this. I will give you three reasons real estate professionals need both Pay Per Click and direct mail to get the most of their real estate marketing strategies.
1. PPC is reactive. Postcards are proactive.
Pay Per Click is a great new medium for companies to market themselves. Almost any professional or business owner can benefit from using PPC. But PPC will never grow out of being anything except a reactive marketing strategy.
What do I mean by that? I mean that when someone clicks on your PPC ad, it’s because they are already searching for your services. Your ad will only appear if it’s relevant to the prospect’s search terms. This is perfect for drawing qualified prospects to your website. It’s not so great for generating new business from people who may be thinking about your services but not searching for them—yet.
Postcards, on the other hand, are proactive. They drive people to search for you. You can reach prospects in their homes or offices and send them straight to your website. Plus, a postcard contains your message ONLY. On a typical search page, there could be 10 or 15 other ads. There is no competition from other advertisers on a postcard.
2. PPC directs awareness. Postcards raise awareness.
As I mentioned above, postcards reach people who may be qualified for your services but just don’t know about them yet. That’s why you need to raise awareness. And that’s exactly what real estate postcard marketing does. You can also raise awareness about new services, industry news or properties you are working on.
This is something you can’t do with PPC because those ads need to be tailored to search terms. PPC is perfect for sending grabbing those with interest in your real estate offerings to your site. PPC directs awareness. Postcards generate that awareness so people go directly to your site or search for you online and click on one of your PPC ads.
3. PPC plus postcards together create leads you otherwise would have missed.
If you only do direct mail marketing strategies through postcards, there are people online you simply won’t reach. And if you only used PPC, there are people offline you won’t reach. By using both, you can make sure you reach people no matter where they are.
For example, you could mail a postcard to everyone around you within a 20-mile radius, but this wouldn’t guarantee you would reach every interested prospect. What about the person who doesn’t live in the area who is interested in investing in real estate? You would need to reach them online.
But there are many people in your community who still need your real estate services. And these people will be best reached by postcards that deliver your message right to them, without waiting for them to stumble upon your website. PPC doesn’t have the ability to go out and get these people.
So, those are the main reasons why you need to have direct mail and PPC working together to generate business. With both of these real estate marketing strategies working together, you’ll create the interest you need to build your contact list and increase your income.
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