Thursday, April 23, 2015

Marketing Fail [The Business]

by Osman Parvez
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Like many Boulder homeowners, we're getting mail from brokers claiming to have buyers for our house.  Of course, they're just fishing for new listings.    This is what they typically look like...



Don't get me wrong, direct mail works.  If you're going to take the shotgun approach, you have to touch your target with the message 7-10x in order to get success rates of 1% to 2%   

Of course, few Realtors do that.  

Our direct mail campaigns have far better results because they carefully target specific homes, selected for very specific reasons.  It also helps if you know something about the owner.  

Pro tip: If your agent can't take a few minutes to cross reference the Boulder Realtor list with their mail merge, they're not doing a very good job.  They're certainly not willing to invest serious resources to find you an unlisted property.   And that's what it takes, serious resources for a serious effort.   Shotgun blasting a cheap postcard yields very low results, but like Momma said.... you get what you pay for.    

To that buyer who hired this Realtor? Prepare for disappointment.
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The ideas and strategies described in this blog are the opinion of the writer and subject to business, economic, and competitive uncertainties.   We strongly recommend conducting rigorous due diligence and obtaining professional advice before buying or selling real estate. 

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