| Direct marketing is a type of marketing that targets prospective consumers directly by means of unsolicited media. Typically, direct marketing presents an offer to the consumer with a call to take a particular action, the action consisting of placing a phone call, returning a response card, placing an order for a product, signing up for a service, etc.
Direct marketing is often mistaken for a direct mail campaign as this is perhaps the most popular form of direct marketing. However, direct marketing is a diverse marketing strategy that can include the utilization of other media such as: flyers, door hangers, telemarketing, e-mail marketing, magazine inserts, conventional ads, billboards, and so forth.
The three most popular and common forms of direct marketing today are direct mail, telemarketing, and e-mail marketing. Each of which is based upon the marketer’s list of highly-targeted prospects. Such lists can be purchased from reputable list vendors, other realtors and/or service providers working in your particular niche, or you can build it yourself (this is the best route to assure the quality and up-to-dateness of your list).
The primary benefit of direct marketing, in any form, is that the results of a particular campaign can be easily tracked and the campaign itself leads directly to the given consumer response. The downside to direct marketing is that the marketer’s contact with the consumer, though targeted, is still most often unsolicited (e.g., “junk mail” and SPAM). Another negative is that direct marketing can be quite costly.
If the marketing-savvy realtor is going to utilize any of the above strategies, it is suggested that the direct marketing campaign be based on a permission-based marketing platform. In permission-based marketing, the consumer requests that the marketer contact him or her. In such a case, all contact with the prospect is solicited and as such conversions are much higher when a highly-targeted and motivated consumer group solicits the contact and initiates the business relationship.
Considering the benefits of a permission-based campaign, traditional direct marketing efforts should be limited and other marketing strategies pursued. However, if one chooses to utilize direct marketing in his or her marketing arsenal, let it be said that direct marketing is a powerful marketing tool and can bring in massive conversions when done correctly. But focus on direct marketing as a secondary marketing strategy rather than a primary strategy.
If you must utilize direct marketing, make sure that your list is both quality and current. As well, the prospects need to be especially well suited to your niche direct marketing campaign and susceptible to response. Direct marketing is not an effective mass marketing platform.
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