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Targeted Mailing Lists or Every Door Direct Mail

March 09 2020

New to direct mail marketing for your real estate business? There's a lot to learn and some trial and error to experience. It's such an effective real estate lead generation technique, however, that it's time and effort well-spent.

One of the first things you'll want to determine is whether you will send your direct mail pieces to a targeted list of potential clients or to every single door in a particular area, via Every Door Direct Mail® (EDDM®).

Both strategies have pros and cons.

When to choose EDDM®

At only $0.191 per piece, EDDM® is ideal for the agent on a tight budget. Because it's not nearly as targeted as a mailing list, your direct mail pieces will be delivered to every "door" in your chosen postal route.

It's the difference between a shotgun and a targeted approach.

An EDDM® campaign is also easier to set up so you'll be generating leads quicker than you would were you to use a targeted list.

Choose EDDM® over a list if you:

  • Don't mind creating mail pieces that conform to the program's size restrictions.
  • Don't mind that the mail pieces will not be addressed to the recipient.
  • Hope to expose your brand to the widest audience possible.
  • Are a listing agent and your farm is home to few renters (you'll save money using EDDM® over the targeted mail list.)
  • Are seeking buyers and the farm area you've chosen has more renters than owners.

When to choose a list

pplus eddmEDDM® may not be effective for you under certain circumstances. These include:

  • Agents who want to target homes at a certain price point.
  • When you are targeting absentee owners (landlords).
  • Agents who are targeting homeowners with specific tenures.
  • When sending Just Sold Postcards to neighbors.

If you want your direct mail pieces to be personalized and you have a specific audience in mind, a targeted mailing list is your best bet.

Remember, direct mail marketing isn't a "one-and-done" program. Consistently mailing to your farm or your list is the key to success with either EDDM® or targeted direct mail.