Why Direct Marketing Still Works in Real Estate


We all know that buying a home is one of the emotional transactions in everyone’s lives.  According to the Huffington Post buying your first home takes you through 15 emotional stages.

Every smart marketer will tell you that people primarily buy products for emotional reasons and there is nothing in life besides getting married or having children as emotional as a home sale.

According to Psychology Today people believe that the choices they make result from a rational analysis of available alternatives. In reality however emotions greatly influence and in many cases even determine our decisions.

That is why Direct Marketing works.  It leverages those emotional cords because every direct mail piece tells the story.  And stories today are how smart marketers communicate today.

Even in a large batch of mail consumers notice a direct mailer for the sale of a home in your area.  There is always a bit of mystery and intrigue about every home sale.

We are all drawn into the photo of the home and the price.  If it is in your neighborhood it tells the story of how much approximately your home is worth.  If it is a neighbor’s home it tells you that they are moving.  You mind ask where are the moving to?

Has something changed in their lives?  Are their kids moving out on their own?  Are they downsizing?  Did they lose their job?  Are they moving to another state? I wonder who bought it.   I wonder if they have kids the same age as ours.  All these questions come into our mind instantly and we are engaged.

Consumers might not keep the mailer but the impression has been made and the thought of them possibly selling their own home enters their mind and that is the first step in the sales funnel.

Yes even though a Direct Mailer does not have an audio component it does have a powerful narrative and that is why Direct Marketing continues to work today in the real market today.

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