2011 Marketing Strategies for Direct Mail - the link to everything online


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Session 4 speaker 1 - toni nelson

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2011 Marketing Strategies for Direct Mail - the link to everything online

  1. 1. 2011 Marketing Strategies Direct Mail – the link to everything online Toni Nelson, Prudential Gary Greene, Realtors®
  2. 2. Quick Facts <ul><li>Prudential Gary Greene, Realtors ® located in Houston has 25 offices, 17 company owned and 8 affiliates; approximately 1,000 agents. </li></ul><ul><li>In 2010, we listed more homes, sold more listings and closed more transactions than any other company in Houston. </li></ul><ul><li>This year, we widened the gap in terms of taking listings – currently have 35% more listings than the next highest broker. </li></ul><ul><li>In a metropolitan area that covers 10,000 square miles – capturing the hyper local market is imperative to our success. </li></ul>
  3. 3. Capturing the Hyper Local Market A well-defined, community scale area with primary focus directed toward concerns of its’ residents.
  4. 4. Hyperlocal Demographics <ul><li>Use the demographic selection management tool to target </li></ul><ul><ul><li>geographic niche . </li></ul></ul><ul><li>In 2010, there were </li></ul><ul><ul><li>21,633 single-family rentals, which is </li></ul></ul><ul><ul><li>up by 13% from 2009. </li></ul></ul><ul><ul><li>The average single-family rental price was $1472 – </li></ul></ul><ul><ul><li>clearly home buying potential in this area. </li></ul></ul><ul><li>Agents marketing to convert tenants to homeowners can use </li></ul><ul><ul><li>demographic selection tool to reach this market DIRECTLY. </li></ul></ul><ul><li>Agents marketing to potential home sellers’ would want this group eliminated so they only spend money on their target. </li></ul>
  5. 5. TriggerMarketing <ul><li>Most successful direct mail venture in 2010. </li></ul><ul><li>Ordered 18,370 post cards vs. 12,203 in 2009. </li></ul><ul><ul><li>50% increase due primarily to Trigger Marketing. </li></ul></ul><ul><li>Easy, convenient and automatic for the agent. </li></ul><ul><li>Hyperlocal – showing success in the neighborhood </li></ul><ul><li>Company participates in agent order. </li></ul><ul><li>Expands direct mail beyond print with a URL to more information online. </li></ul>
  6. 6. The recipient is directed to a webpage generated for that MLS listing . <ul><li>While on the webpage they can </li></ul><ul><li>view house photos, </li></ul><ul><li>learn more about the property </li></ul><ul><li>fill out a questionnaire with contact information. </li></ul><ul><li>The recipient may request a call from the agent and/ or </li></ul><ul><li>an automated Market Report/CMA for their local area. </li></ul><ul><li>It’s interactive – getting involved in the process. </li></ul>
  7. 7. Agent receives feedback There is a two-tier notification system. a. If one of the recipients visits the website the name is emailed to the agent, even if they do not fill out the questionnaire. b. If one of the recipients fills out the questionnaire then detailed information is emailed to the agent.
  8. 8. KEY BENEFITS <ul><li>A quick and easy automated system for agents. </li></ul><ul><li>Our agents love the system – two clicks and they’re done and the company contributes the first $22 spent on the mail-out. </li></ul><ul><li>Agents can measure ad effectiveness and contact respondents. </li></ul><ul><li>Expands direct mail beyond the printed word into </li></ul><ul><ul><li>a platform of more information for the consumer and </li></ul></ul><ul><ul><li>a lead capture platform for the agent. </li></ul></ul>
  9. 9. 2011 Changes Impacting Direct Mail… <ul><li>The Mobile Revolution will continue to grow. </li></ul><ul><ul><li>The Smart Phone phenomenon – </li></ul></ul><ul><ul><li>Sites optimized for mobile </li></ul></ul><ul><ul><li>QR codes </li></ul></ul>
  10. 10. <ul><li>The Smartphone Phenomenon </li></ul><ul><li>Mobile Search to Surpass PC Search Within 4 Years </li></ul><ul><li>iPhone & Android Account for Over 85% of Mobile Web Traffic </li></ul><ul><li>2011 Mobile Phones will Surpass Landlines </li></ul><ul><li>85% of Phones Manufactured This Year will be “Smartphones” </li></ul><ul><li>Mobile Web Usage Second only to Text Messaging </li></ul>
  11. 11. 1. The Smartphone Phenomenon <ul><li>My Smartphone is with me when I open my mail or read a magazine. </li></ul><ul><li>More likely to search for more info on my cell than on a desktop. </li></ul><ul><li>More lead conversion depending….. </li></ul><ul><li>What type of experience will I get? </li></ul>
  12. 12. 2. Leverage the Revolution by Optimizing Website Optimized Specifically designed for mobile consumption. Experience is intuitive and feels like an app. Loads quickly and is instantly engaging. Unreadable on first load. Designed with large screens in mind. Difficult navigation User needs to think to accomplish task.
  13. 13. Solution: <ul><li>Optimize web site for most mobile smart phones: </li></ul><ul><ul><li>IPhone </li></ul></ul><ul><ul><li>Android </li></ul></ul><ul><ul><li>Blackberry </li></ul></ul><ul><ul><li>Windows Live </li></ul></ul><ul><ul><li>Palm </li></ul></ul>
  14. 14. <ul><li>Two Dimensional (2D) Bar Codes </li></ul><ul><li>Instant Experience </li></ul><ul><li>Scannable by all Smartphones </li></ul><ul><li>Used by Google, Nike, Starbucks, McDonald’s, HBO, Calvin Klein, Sears </li></ul>3. QR Codes The digital bridge
  15. 15. 3. QR Codes Mobile Marketing Made Easy <ul><li>In December, we adopted a platform, Toor.me; </li></ul><ul><li>Generates virtual tours optimized for mobile </li></ul><ul><li>Generates a QR code for yard sign / downloads flyers </li></ul><ul><li>Google maps built-in to explore the neighborhood </li></ul><ul><li>Share on Facebook, LinkedIn, your social media </li></ul><ul><li>Listing agent is the single point of contact. </li></ul><ul><li>Results? – I get an e-mail a day from an agent saying they used QR codes to get the listing. </li></ul><ul><li>Sellers love the innovation. </li></ul>
  16. 17. Mobile Marketing Made Easy <ul><li>A change in technology – changes print needs. </li></ul><ul><li>Redeveloped our flyer program to enable a down load and a display of the QR code. </li></ul><ul><li>“ Just Listed” post cards – would like to see: </li></ul><ul><ul><li>A QR Code to lead to Trigger Marketing and/or </li></ul></ul><ul><ul><li>A QR Code upload ability for all print. </li></ul></ul>
  17. 18. In conclusion.. <ul><li>Homesellers’ that knew nothing about QR codes were sold on the innovation offered. </li></ul><ul><li>This will be the year of the growth in </li></ul><ul><ul><li>Smart phones </li></ul></ul><ul><ul><li>Web Site optimization for a better experience on smart phones </li></ul></ul><ul><ul><li>QR codes </li></ul></ul><ul><ul><li>The integration of direct mail to expand it to the hyperlocal market. </li></ul></ul><ul><ul><li>Direct mail will continue to be the link to everything online. </li></ul></ul>