The marketing resources necessary for getting the results you need are probably closer than you think. Take the first party data in your CRM for instance. There’s a wealth of information stored capable of helping you make inroads with new leads. Getting creative with how you leverage these insights could make the process of earning the trust of your leads easier than you can imagine. If you’re not sure about how to start the process of making the most of your first party data, continue reading below!
Defining and Explaining the Role of First Party Data
If you’re not sure about what first party data entails, think of it as the customer information you receive as a result of your interactions with them. Leveraging your first party data is essential to building stronger connections with audiences because this data often informs you about key customer details. This enables you to send mail at the right time and with a message that resonates. This enables you to conduct campaigns that deliver results that are head and shoulders above campaigns containing general, “one-size fits all” messaging.
And your first party data could be as straightforward as the city your leads live in, or something more thoughtful, like home price ranges that leads are interested in shopping within. The biggest factor that determines how creative you can get with your first party data are the types of data you collect, along with how you’re collecting it. A few ideas for how you can include this type of customer data in your mailing campaigns include:
Sharing Postcards Containing Reviews From Past Clients in Areas Your Recipients Live
Since the city your leads live in is among the examples of first party data we just discussed, let’s stick with that example. Let’s say for instance that you’d like to send postcards introducing yourself to more potential leads in an area you’d like to drum up more business in. In this case, including reviews from past clients located in this particular city is a highly effective way to leverage that bit of customer data. And that’s the case for multiple reasons.
First is the fact that before deciding to give you their business, the vast majority of your leads will search for your reviews online. Including them directly on your postcards enables you to beat them to the punch and avoid potentially seeing less than stellar reviews. Additionally, reading the reviews of nearby clientele that were happy with your services enables recipients to envision themselves working with you. And that could be exactly what it takes to get more deals across the finish line.
Using Google Street View to Display Images of Nearby Sold Homes on Your Postcards
Relying on Direct Mail Manager for your campaigns provides you with access to features that go the extra mile for helping you maximize customer data like addresses. One of those features is an integration with Google Street View that enables you to easily include photos of recently sold or newly available homes directly on your postcards. Using it is easier than you can imagine and it has much more of an impact than a stock image does. And sending images of homes that are actually located in the same neighborhood as the recipients you’re mailing could encourage them to reach out regarding your services sooner rather than later.
The benefits of our Google Street View integration don’t stop there. Real estate investors aiming to purchase properties to rehab and sell at a later date can use Google Street View to include images of the home they’re asking about directly on the postcard. If you’re using your Direct Mail Manager account to send offers, you can include images of the home being discussed in those mailers, too. For a complete guide on how realtors can get the most out of the Google Street View integration, check out this guide.
Sending Relevant Updates to Audiences
One of the key benefits of mailing campaigns is their ability to reduce your customer acquisition costs. The reason direct mail campaigns are so effective at driving down your customer acquisition costs is because of your ability to segment audiences and provide specific messaging to audiences most likely to respond to that messaging. Direct mail also reduces customer acquisition costs because it enables you to provide timely updates to audiences based on information they’ve provided. Some examples of updates you can use first party data to provide include:
- Interest Rate Information
Perhaps you’ve got leads that have expressed interest in entering the housing market once things change regarding current interest rates. In this case, you could design postcards and send them to this audience soon after news gets delivered regarding interest rates. And with Direct Mail Manager’s automation capabilities, you can decide when you’d like those mailers to begin sending without taking too much time away from the rest of your responsibilities.
- Market Heating Up
Suppose houses in a specific area begin selling left and right suddenly. In this case, giving heads up to leads in these areas where the market is hot where they live could motivate recipients to think about selling. Sending this type of update also helps to cement your place in their minds as a subject matter expert, which is instrumental for building trust.
- Open House Invitations
Let’s say for instance that you’ve got leads that displayed interest in buying a home in a specific area. Taking note of that and detailing it in your CRM enables you to send recipients in this area invitations to an open house in that location. Including all the necessary details for attending, along with a Google Street View image of the home could be exactly what begins the process of getting them to buy.
Connecting With Recipients on Special Occasions
One big mistake across all industries is reaching out to audiences only when they want a recipient’s business. The reality is that you only earn the business of your audience after you’ve made inroads with them by reaching out at times other than slow periods in your sales cycle. To maintain a steady connection with your audience, try connecting on special occasions. Your first party data is the ideal guide for understanding when would be best to reach out, especially if you take note of things like your audience’s birthdays or anniversaries.
Simply wishing your leads and contacts a happy birthday, or following up with them a year after their closing date could go further than you might think. After all, odds are they may need your service for help finding another home in the future. Making these touchpoints could result in recipients trusting you with their home buying decisions for the rest of their lives. That’s especially the case when your competitors only reach out when business is slow.
Begin Maximizing Your First Party Data With Direct Mail Manager Today
The lead and contact information you have stored is among the most effective marketing resources you could ask for. If you’re ready to begin leveraging your first party data to create campaigns that deliver the marketing results you need, sign up for a free or pro Direct Mail Manager account today. Need help getting your first campaign up and running? If so, you can book a complimentary demo with one of our knowledgeable, friendly direct mail specialists at your earliest convenience!
