Agents, you might be wondering: Why send direct mail to past clients? They’ve already done business with you, and you’re sure they’ll do business with you again, right?
Not necessarily. Sending direct mail newsletters to past clients is a great way to ensure you stay top-of-mind. If a person gets a piece of direct mail with your name on it, they’ll be instantly reminded of the exceptional service you provided them and will be more likely to think of you when they need that service again.
Also, a direct mail recipient list of about 100 to 125 names is small enough that it’s affordable. It won’t break the budget to send direct mail to this size of an audience, and there is a certain prestige associated with direct mail.
For example, getting a wedding invitation sent by direct mail is more prestigious than getting an email invitation. Newsletters are similar in that respect.
When sending to a past client, however, you need to keep the topics within the direct mail newsletter in mind. Those topics should differ compared to the topics you might send to prospective clients because past clients have already bought a home and aren’t looking to buy or sell right now.
Messaging about buying or selling a home won’t be helpful to them, but the topics below will.
1. Home safety
Home safety is most likely on the minds of many new homeowners. After all, they’ve just invested a great deal of money into their new home. Providing helpful tips so past clients can ensure their homes are safe will add value to your direct mail newsletters.
2. Value of real estate as a long-term investment
Purchasing real estate is a big deal. Reassure your past clients that they’ve made a sound investment with information about the value of real estate in your direct mail newsletters.
3. Popular home upgrades and renovations
After purchasing a home, a homebuyer might want to add his or her touch to it with home upgrades and renovations. You can be the homeowner’s guiding voice by providing inspirational ideas and tips.
4. How to find and hire a reputable home contractor
If a homeowner does decide to renovate or upgrade their home, they might be on the lookout for an experienced home contractor. You can help them find one who is reputable and reliable.
5. Latest real estate trends
You are your past clients’ real estate expert, and you have the inside scoop on the latest real estate trends. Why not share it with them? You’ll be seen as a knowledgeable professional in this space.
6. Tips for cutting heating and cooling costs
Also on the minds of many homeowners are ways to save money, especially now that they have a house payment to worry about. You can provide valuable information to past clients about reducing their heating and cooling costs to save them money.
If you’re still saving them money even after helping them purchase real estate, you can feel confident that you’re exceeding their expectations.
Your past clients play a huge role in your referral and repeat marketing strategies. Are you giving them valuable information in a direct mail newsletter? You should be.
Lina Poka is an award-winning senior marketing executive, and she is heading up the Marketing Department of MorrisMarketingGroup.com. Follow her on Twitter @MrktgRealEstate or on Facebook.