Drive Website Traffic with Smart Direct Mail


Over the last decade Real Estate marketing has seen a boom in everything digital. It’s hard to imagine a successful agent without a presence on the Web. At the same time, it’s almost impossible for an agent to stand out with only digital marketing. So, successful agents coordinate their efforts across multiple media techniques, using one channel to support another.

Direct mail can be one of the most cost-effective and efficient ways to build website traffic. A website can provide detailed information like nothing else, but it is of little value without traffic. A well-designed direct mail piece promoting a website can be like shooting a flare into a dark sky. Quickly drawing attention to a special offer or service, direct mail highlights your website address as the easy way to participate.

Using direct mail not only drives visitors to your website, but also drives the right people there. Targeting a specific geographic and/or demographic audience with custom mailings bypasses those who are not potential clients, reaching those who are. For example agents promoting downsizing for seniors can easily draw those over 60 to their website without wasting time and money mailing to Millennials.

Coordinating special offers or promoting services with consistent branding on mailings and the Web also demonstrates professionalism. Announce a special event with a postcard featuring an eye-catching graphic, and then use the same graphic on the website RSVP form for that event. Consistency like this demonstrates to clients the attention-to-detail they want when an agent markets their home.

Finally, make sure all mailings offer multiple methods of contact. A direct phone number, email address and website should be prominent on every mailing, but icons for Twitter, Facebook and other social media should be included (if you are active on those media).

Favoring one type of marketing or another can be shortsighted. Time and again, successful agents grow by embracing multiple methods of marketing to achieve their goals.

How a Snow Shovel Got this REALTOR® National Attention

Chris Smith of Keller Williams in Golden, CO, decided one snowy day to go door to door and offer to shovel drives since the snow was too deep for him to show homes. He wasn’t charging anything for his time. He was simply using this as an opportunity to meet people in his neighborhood and ask them if they knew anyone who was currently looking for a home. He would then ask if he could leave them his business card.

One of his neighbors turned out to be contributor Joel Comm, who interviewed Chris on his livestream social media channel and did a writeup about the experience and published it on

Now Chris understands the importance of relationship marketing, and he is actively practicing what we’ve been preaching for over 30 years. A REALTOR needs to be more than a salesperson, who contacts you when you’re looking to buy or sell a home. Real Estate is an industry that has relationships at its heart. As real estate professionals, we’re going to have to find creative ways, like Chris did, to stand out and be remembered in our local communities. Way to go, Chris.

Seinfeld’s Productivity Secret

Jerry Seinfeld is unarguably one of the most successful comedians in his industry. His TV show Seinfeld alone earned him an estimated $3 billion in syndication royalties (Independent 2013). So, what’s his secret to success?

When Brad Isaac, a fellow young comedian, asked Seinfeld for career advice:

Seinfeld said the way to be a better comic was to create better jokes, and the way to create better jokes was to write every day.

“He told me to get a big wall calendar that has a whole year on one page and hang it on a prominent wall,”

Issac said.

“The next step was to get a big red magic marker. He said for each day that I do my task of writing, I get to put a big red X over that day.”

“After a few days you’ll have a chain. Just keep at it and the chain will grow longer every day. You’ll like seeing that chain, especially when you get a few weeks under your belt. Your job is to not break the chain.” Isaac said.

Seinfeld didn’t say anything about results. All that mattered was “not breaking the chain.”

Some days you’ll be more successful at your task than others, but don’t worry about that. Just day after day form habits that improve yourself over time. The road to success is a marathon  not a sprint.