It is important for anyone involved in
the Luxury Real Estate Marketing game to stay abreast of the trends. In
this series, we will be discussing the marketing trends that are
leading the way in the business of luxury marketing and luxury real
estate marketing. One of the continuing trends we have been observing
is the strong and effective return on investment of targeted snail mail.
With the advent of e-mail, the ease of
jotting a quick note, and the no cost aspect, we are all being bombarded
by email. As a result many of these emails are getting lost and go
unread or are relegated to junk/spam mail.
What continues to work in the luxury industry is targeted
snail mail campaigns for luxury auto makers and other purveyors of
luxury goods and services. In order to bolster sales, Audi and BMW sent
out beautiful oversized postcards and brochures to people who own other
luxury autos to encourage switching brands by coming in for a test
drive. Tiffany and Cartier sent personal letters signed by the store
managers to their target market. Both of these campaigns resulted in
new customers in the door as well as sales.
In luxury real estate marketing, many of
our clients regularly send oversized postcards to communities/streets
with luxury homes. The cards are beautifully designed with compelling
images that are worth a second look. Some homeowners were so impressed
that they had them on their refrigerators, and others put them in their
purses to show friends over lunch.
The response has been great. The
homeowners have called our clients to discuss selling their homes,
and/or buying a new one. In some cases, homeowners have passed the card
to a friend looking to buy a home in the area. A personally written
hand-written note on beautiful stationary thanking the homeowner for
taking the time to hear their listing presentation has clinched the
listing for many of our clients.
Targeted snail mail will increase the probability of getting a luxury real estate listing as it speaks volumes. It says that you understand the language of luxury by taking time to write a note personally and treating people luxuriously. What a great way to stand out !
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