Download Hit the Bullseye with Targeted Marketing

Hit the Bullseye with Targeted Marketing
Thank you for attending the webinar “Hit the Bullseye with Targeted Marketing”. In this class we
learned about why print marketing is important to today’s real estate agent, as well as the exciting new
feature in your Market Leader system that enables you to use and purchase targeted mailing lists, so
you can grow your sphere of influence, and drive people back to your website.
Exciting New Feature – Targeted Mailing Lists!
Within a few clicks, you can upload your own mailing list or cost-effectively purchase a targeted mailing
list (by zip code, address or demographics) and create relevant and timely marketing materials to reach
more buyers and sellers.
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Targeted, cost effective mailing lists for direct mail marketing
Demographic filtering options so you can target the right audience
Save, manage, and reuse lists from your File Manager
Easily upload your own mailing lists
Fully integrated into your Market Leader system!
Today’s Marketing – The Big Picture
The goal of marketing is ultimately to grow your sphere of influence and grow your business. The most
common marketing methods are online and email marketing, and print fell back. Now, print is making a
comeback:
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Print provides an opportunity to take the lead and broaden your footprint
With email and online marketing only, some consumers are being overlooked
With print, you can be where your audience is… At HOME!
Use a Multi-Pronged Approach
Also called a ‘multi-channel’ approach, a multi-pronged is a combination of print and email marketing,
and allows you to broaden your footprint by getting in front of even more consumers.
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Integrate print with online marketing methods
Different people respond to different strategies
Multi-pronged approach can lead to a 20% increase in response rates
Broaden your audience with email and print!
Print Marketing is Making a Comeback
Print marketing has evolved; nearly 80% of households read, or at least scan their advertising mail,
which means response rates for print marketing are growing:
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Response Rates for Existing Customers:
o Direct Mail: 3.4%
o Email: 0.33%
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Response Rates for Prospects:
o Direct Mail: 1.2%
o Email: 0.21%
Rediscover Print Marketing
Print marketing allows you to cast a larger net, and get in front of consumers that may not be as
receptive to email marketing. With print marketing, you can:
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Target specific audiences and demographics:
o Baby Boomers
o Gen Y & Gen Z
Drive consumers back to you via:
o Website
o Listings or a specific listing
o People in the neighborhood a buyer is looking in
o Niche website
o Community Served
Create Your Marketing Plan
Create a marketing plan by defining your niche market, and targeting specific demographics. And, with
any marketing plan, consistency is paramount.
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Select content that resonates with your specific audience
Have a compelling Call-To-Action to drive people back to your website
Find a niche or under-served market
Reuse your list again and again!
o It may take 6 months for a lead to contact you
o Be sure to stay in touch with multiple mailings
Purchase Your Targeted Mailing Lists
The mailing list option is available once you create a direct mail marketing piece:
1. From the Saved Pieces of your Marketing Center select the post card you wish to send and click
the Order Printing button
2. Click the link to Add Mailing List
3. Select Purchase Mailing List and click Continue
4. Select the criteria by which you would like to create your address list
o Address with Radius
o Zip Codes
5. Narrow your search further with other search options
o Basic and Advanced options are available
6. Order your addresses by Purchasing All or purchasing a specific number. To further refine your
search by selecting the Refine Search button
7. Click Checkout at the next screen and complete your order on the Billing and Shipping
Confirmation screen by clicking Continue and confirming your information
Mailing lists are stored in the File Manager, and once you purchase a mailing list, it is yours – You will
not have to purchase it again, and you can market to that list repeatedly.
Similarly, if you have a mailing list you purchased from a third party, you can upload that mailing list by
selecting the ‘Upload Mailing List’ option or you can reuse a mailing list as well.