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You’ve probably done a series of mailers and wondered, “Why am I not getting a response?” Mailers are an age-old way to do marketing. However, many commercial real estate agents haven’t upped their game in recent years and therefore aren’t seeing the same results as past mailers. We live in the age of information that’s personalized for us. Your mailers need to change to adapt to this new way of living.
Generic content is OUT. Let me guess…your mailer is a generic letter you’ve written about your services to all business along with a list of the generic things you offer followed by “call me!” I’m right, aren’t I? Instead of blasting out a generic letter to both potential tenants and landlords, you need to separate the two.
Put yourself in your target market’s shoes. You are a retail centre landlord and you want to fill some vacant space. You will only spend time reading something if it’s going to solve your problem. Send the landlords a piece about how you’ll advertise their vacancies. Example, “Unlike other commercial real estate agents, I don’t throw up a sign and wait for the phone to ring. Instead, I place your vacant space on three of the most popular commercial real estate databases, create an amazing flyer that will be downloadable on each of the databases, and place signage designed to lease your space (not advertise myself).” You’ve spoken directly to your target market! And you’ve address exactly how your process works. That’s much more powerful than a generic, “I can sell, lease, or find space for your business.”
Take your time. Agents tend to rush through their mailers thinking anything is better than nothing. This can’t be further than the truth. Mailers can get very expensive and when you’re not doing them properly, you’re throwing your money down the toilet. When writing your letters or postcards, act as if you’re writing to one person directly. That retail landlord will want to know how exactly you’ll be helpful to his business. State the details of your marketing process, what will be provided, and how it will help a retail landlord. All the retail landlords will appreciate the customized content.
Consistency. I always suggest sending a mailer once every-other month. That’s 6 mailers per year. Going over that may appear desperate and turn off more prospects than encourage them to contact you.
Types of Mailers. I believe both letters and postcards can be equally informative and attractive in their own ways. A postcard will grab your attention but has limited content. A letter won’t grab your attention, but it has more content. A mix of both postcards and letters will usually get you a better response than choosing one over the other.