Realty Agents

"Due to the results I get from my newsletter, it has become my primary print marketing effort.” ....Linda Davis

I got into one of those little online debates last month.  It wasn’t a blog war but the words were a little more than lukewarm. The debate concerned farming and direct mail.  One generation Y’er on a popular website talked about getting a postcard in the mail and thinking, “How archaic and wasteful, I will NEVER work with that person”.  That annoyed me and I commented.  We then commented back and forth and others jumped into the debate. I don’t believe I changed the young man’s mind but he certainly didn’t change mine. I’ve been farming for almost 30 years and the cost and effort has always been worth it.  And yes, I keep up with the latest technology and write for a few blogs so it isn’t like I haven’t embraced Web 2.0. 

I started out sending postcards and still do, but in 2001 I also began sending a customized newspaper to my geographical farm 5-6 times a year.  The newspaper is published by Custom House Publishers. I get oodles of listings from my newspaper, (Oodles means a lot.) I can always can count on a few calls for listing appointments everytime I send out an issue.

Custom House Publishers deliver a 12 page newspaper featuring nationally syndicated columnists on its inside pages. Although they also offer a totally turnkey paper, I customize and brand the front page, back page and often add additional pages inside. My first issue of every year includes my annual “State of the Market” report which I send out as soon as the previous year statistics are available.  I advertise my listings, feature local businesses, and promote my blog and website in my newsletter. I mail 6300 newsletters 6 times a year. The price of each newsletter is determined by which program you choose and the quantity you wish to mail.  For as little as 45 cents per copy, Custom House designs, prints and mails your newsletter to your targeted market area.

PROS: Custom House Publishers provides excellent service.  For a customized newsletter, you simply supply the content and a graphic designer will professionally handle the layout and design. I have never been disappointed in the outcome.  I don’t believe it is possible to design, print and mail your own newspaper any cheaper or in less time.

CONS: The minimum number of newsletters you can print is 1000. I think that an agent just starting out as a farmer might find that minimum to be rather daunting. 

In addition to obtaining listings, my newsletter has helped establish me as the local expert.  Being considered the local expert is a good thing!  You’ll find a copy of the front and back pages of my 12 page January issue HERE.

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