Let’s face it, being an estate agent can be hard work. Ads can be expensive and standing out amongst other estate agents can seem like a long slog.
‘Innovate’ they say. ‘Stand out amongst the noise’ to capture attention they say…but how?
A strategy gaining a lot of traction in the industry (particularly in the US evidenced by many a TikTok video) is the use of personable handwritten direct mail combined with QR codes that link to instant valuation tool. Estate Agents can track return on investment effectively despite the personable handwritten approach. This blend of traditional and digital marketing offers a unique and effective approach to engaging homeowners and potential sellers.
Here’s why this strategy is proving to be a game-changer.
The Personal Touch of Handwritten Direct Mail
People are literally bombarded by digital communication nowadays. Especially in an AI and Chat GPT fuelled world. Handwritten direct mail stands out as a refreshing and wholesomely personal approach.
Here’s why it works:
Personalisation: Handwritten notes through the door locally convey a level of care and attention that mass-produced letters and emails cannot. When a potential client receives a handwritten letter, it immediately grabs their attention and fosters a sense of personal connection. Each note feels tailor-made for the recipient, making them feel valued and important. The same does not happen with a printed letter or designed flyer. You become an actual person in the recipients mind, not a company.
Trust and Authenticity: Handwriting is well… human. As humans we appreciate humanity making the communication more trustworthy. It signals that the sender has invested time and effort, which can build trust with the recipient. For estate agents, this trust is pretty damn crucial to establishing a positive relationship from the outset. You need to trust the person potentially selling your home right? The authenticity of a handwritten note can significantly influence how the message is perceived, creating a favourable impression of the agent and their commitment to a personalised service. People do not want to be a number, they want to be treated as people.
Higher Engagement: Studies have shown that handwritten mail has a higher open and response rate compared to standard printed mail. This means that estate agents can reach and engage a larger portion of their target audience effectively. The tactile nature of a handwritten note also means it’s less likely to be discarded without a second thought, unlike many printed flyers and brochures. A study by Bond Brand Loyalty found that handwritten notes are opened 99% of the time. Research from Gallup shows that personalised, handwritten communication can yield response rates of up to 20% which is over 75% higher than standard printed mail.
Standout Factor: In a mailbox often filled with bills, spam, advertisements, and generic communication, a handwritten letter stands out. This uniqueness can intrigue recipients enough to open and read the content, giving the estate agent a better chance to convey their message where it may have been ignored otherwise.
Integrating QR Codes for Instant Gratification
While handwritten notes capture attention and build trust, integrating QR codes takes the engagement to the next level by providing immediate access to the place that you want your potential customer to go. Having an effective tracker on the QR codes also assists in tracking the effectiveness of the campaign.
Convenience: A QR code linking to an instant valuation tool allows recipients to quickly and easily obtain a valuation of their property. This convenience is a powerful motivator, encouraging homeowners to take action right away without the hassle of scheduling an appointment or making a phone call. The ease of accessing information with a simple scan meets the modern day consumer’s demand for quick and efficient service.
Immediate Engagement: The instant nature of the valuation tool satisfies the recipient’s curiosity in real-time. It transforms the handwritten note from a simple piece of mail into an interactive experience, increasing the likelihood of further engagement. Recipients can instantly see the potential value of their property, sparking their interest in the services offered by the estate agent. This can be enhanced further with Google Ads Retargeting if you have a Pay Per Click strategy In place.
Tech-Savvy Appeal: Using QR codes demonstrates that the estate agent is tech-savvy and up-to-date with modern marketing trends. This can enhance the agent’s reputation, particularly among younger, more tech-oriented clients. It shows that the agent is not only knowledgeable about traditional methods but also proficient in utilising the latest technology to provide a better service. Most people know that if you are good at marketing yourself, you are likely to be good at marketing their own home.
Customisation and Follow-Up: Estate agents can use the data collected from QR code scans and valuations to follow up with interested homeowners, offering further assistance and a more personalised service.
Combining Tradition with Technology for Maximum Impact
The true power of this strategy lies in the seamless combination of traditional and digital elements.
Bridging the Gap: Handwritten mail provides the initial emotional connection, while the QR code bridges the gap to the digital world, offering an immediate, practical tool. The valuation offers the value to the user and means for the estate agent to follow up. This combination ensures that the marketing effort appeals to both emotional and rational aspects of decision-making. Homeowners appreciate the personal touch but also value the efficiency and immediacy of digital solutions.
Tracking and Analytics: QR codes offer the added advantage of traceability. Estate agents can monitor how many recipients are scanning the codes and using the valuation tool, providing valuable data to refine their marketing strategies further. This insight helps agents understand what works best and tailor future campaigns to maximise effectiveness. There is a lot of testing that can be done on postcode areas to refine success even further.
Call to Action: The handwritten note can be crafted to build anticipation and lead naturally to the QR code. For example, “Wondering what your home is worth? Scan the QR code for an instant valuation!” This clear call to action guides the recipient and increases the likelihood of them taking the desired step. The personal message combined with an easy-to-follow directive creates a compelling reason for homeowners to engage with the content.
Enhanced Communication: By integrating QR codes, estate agents can maintain an open line of communication with potential clients. Once homeowners scan the code and use the tool, agents can follow up with tailored messages or additional offers, keeping the dialogue going and building a relationship over time.
Cost-Effective Marketing: This approach can also be more cost-effective compared to other marketing methods. The cost of producing handwritten notes is relatively low, especially when considering the high engagement rate they offer. Adding QR codes is an inexpensive way to add significant value to each mail piece, making the overall strategy budget-friendly while maximising return on investment.
So there you have it.
Incorporating handwritten direct mail with QR codes linking to instant valuation tools is a brilliant strategy for savvy estate agents. It combines the personal touch and trustworthiness of traditional marketing with the convenience and immediacy of digital tools.
But wait, there is more…
Pen Written Post are specialists in using this dual approach not only captures attention but also provides immediate value, fostering deeper engagement with potential clients. By blending the old with the new, estate agents can create a marketing approach that resonates on multiple levels, ultimately leading to more conversions and satisfied clients.
SAMPLE PACK?
Pen Written Post can help Estate Agents and Property Specialists with:
– To BEAT ANY LIKE FOR LIKE QUOTATION FOR THIS SERVICE IN THE UK
– Eco Friendly Recycled Paper For Letters and Note Cards
– Personable Handwritten Style Solutions
– QR Code Tracking Software
– Support with Tracking
– Pitch Writing
– We Use Recycled Materials Stickers
Plus, we donate a portion of our profits to Reforestation Charity Tree Sisters and Cancer Research UK.
Claim a free sample pack of Pen Written Post’s handwritten-style letters, notes and cards and see and feel the quality of our communications for yourself. You can also book a personal consultation with one of our experts to discuss a strategy for reaching out to customers via authentic and personable handwritten letters.
