How to run a direct mail campaign to generate listings using Agent Monday content

In this age of social media, Tiktok videos and endless emails, one of the best marketing methods you can employ is a good old-fashioned letter in the post.

While it takes a lot more effort to create a letterbox drop than it does to post a sold-sign-selfie on Facebook, the payoff is worth the effort. Especially if you can maintain a consistent approach over an extended period of time.

How to build a following in real estate

To succeed in real estate you need two things. You need people to:

1. Know who you are.
2. Know that you are good at what you do.

If you don't have a large database already, the easiest way to get there is to keep in touch with homeowners in your target area. A direct mail real estate newsletter is a great way to do that (along with phone calls, open homes, and joining local clubs).

How often should you send a direct mail newsletter?

Ideally, homeowners in your farming area should receive something in their letterbox from you every month. 12 times a year. You might even want to step it up to fortnightly during the traditional busy listing periods (early Summer and early Spring in most areas).

A one-off campaign is unlikely to produce the results you want. Owners want to see that you are consistent, reliable and successful before they entrust you with the sale of their largest asset.

Focus on one area. Pick a number of houses you can manage and stick to it. You are better off sending a newsletter to 300 houses every single month than you are sending one to 1,000 houses every 6 months.

The other big mistake agents make is only sending letters around their current listings. That activity of its own is fine (and often worthwhile) but try to focus your efforts on sending info to people that will keep receiving info from you in future.

For example, drop your just listed cards in your target farming area, even if the new listing is outside that area. The goal of your just listed cards is not to sell that new listing, it's to show the owners in your farming area you are busy, successful and good at real estate.

What should my newsletter look like?

It should look as simple as you need it to be to make it easy to generate. Especially when you get busy.

You can build a newsletter using a fancy template on Canva.com. You could spend hours making it look pretty and picking the right photos. Or you could just send a good old-fashioned, well-formatted black and white letter, printed on your company letterhead. Throw in your business card and you are good to go.

There is absolutely nothing wrong with keeping it simple. In fact, it's preferable if that means you actually get something in those letterboxes.

Don't let perfection get in the way of progress.

Should it be personally addressed?

If you have the computer skills to export a list of homeowners from your property info portal to do a mail merge, then by all means go ahead. Personally addressed letters are more likely to be opened, read and kept.

But again, don't let that stop you from making progress. There is nothing wrong with addressing your letter in this way:

Homeowner
Guadeloupe Cres
Grenada Village
Wellington

Leaving the street number off means you can just print however many you need for that street and drop them off. Simple is good!

The databasing tool I personally used to run mail-merge campaigns during my career was SalesPartner.

What to put in your newsletter / direct mail piece

Refer to last week's advice guide on key elements of an effective real estate newsletter:

5 key features of a lead-generating real estate newsletter

Effective real estate newsletters include timeless advice that helps your future clients make educated real estate decisions.

Agent MondayAndrew Duncan

Keep it positive, educational and simple. And remember, helpful beats pretty any day of the week :)

Agent Monday articles suited to direct mail campaigns

The following articles are perfect for a direct mail newsletter:

Feature Article - What to do when selling your home feels like too much work

In our professional experience, owners place too much emphasis on the parts of their home they don’t like, and not enough on the redeeming factors which the next owner will fall in love with.

Agent MondayAndrew Duncan

Feature Article - How to add maximum value before selling your home

Agent Monday - Real estate content library

Agent MondayAndrew Duncan

Feature Article 60 - Tips for downsizing your home

Downsizing can be a challenging process for many owners. This article shows your clients that you understand some of what they are going through, and offers helpful suggestions - particularly around keeping the end goal in mind and asking for help. TIP: As well as sending this one out to

Agent MondayAndrew Duncan

Feature Article 40 - How to avoid overcapitalising when renovating your home

If selling is a possibility, then choosing which parts of your home to renovate can make a massive difference to your end result. Sadly, many owners spend money on changes they don’t have to, chewing up energy, time and finances in the process.

Agent MondayAndrew Duncan

Five ways to add value to your home this weekend...

As an Agent Monday subscriber you can use this article any way you like: In your email newsletters, on your website, on social media. Wherever you need useful content to help you keep in touch with your audience.

Agent MondayAndrew Duncan

When is the best time to sell?

Moving house is one of those big life changes which requires many smaller decisions to be made along the way. In this article, we tackle the question of timing, with tips on how to choose a date that will increase your chances of obtaining a premium price.

Agent MondayAndrew Duncan

5 Minor Home Improvements that Add Major Resale Value

This week’s feature article is all about little renovations that give you big bang for your buck. Great content to share with current and future homeowners alike.

Agent MondayAndrew Duncan

Feature Article 38 - How to buy your first investment property

Buying the right investment property can put you on a high-speed path to financial freedom. As with any large financial decision though, it’s critical you get the right advice before you jump in.

Agent MondayAndrew Duncan

Nearly all of our articles start with a common question your local homeowner may be considering and end with a call to action that prompts them to get in touch with you when they need help.

What else to include in your direct mail campaign

Along with your Agent Monday feature article, you could also attach:

• Your 5 most recent sales (these could be properties your company has sold if you are only just getting started).
• A flyer for one of your current listings.
• A personal profile page with more information about you.
• Testimonials from past clients.
• Profile of a local business you support.
• Community news.

You certainly don't have to include any of those things though. A standard letter with an Agent Monday feature article will work just fine.

For more newsletter content ideas, check out this guide:

9 real estate newsletter ideas

When done consistently and with great content, real estate newsletters can generate a steady stream of leads and help you earn consistent commission income.

Agent MondayAndrew Duncan

Got a question about direct mail campaigns?

Get in touch and let us know. We'll do our best to help.