Hobbs/Herder Digital Print Services

The Future of Direct Mail

Don Hobbs describes new innovations that will boost mindshare and captivate your market in a whole new way.

For the last 20 years, Hobbs/Herder has been known for creating innovative, powerful direct mail campaigns that have become the foundation of real estate success for thousands of agents. The classic piece that drives these campaigns is the Powerkard, a full-color, oversized postcard that conveys a specific message to a targeted audience.

This direct mail dynamo has been a key component in the personal branding and strategic marketing we've created because it conveys image, content and niche appeal all in one stunning presentation. Up until now, the original 5.5 x 8.5-inch format was the only choice agents had. But new developments in technology, printing processes, card sizes and more flexible messaging options have not only changed the face of a core tool that we offer — it is changing the face of all direct mail. The result is an entirely new era of creative possibilities that give agents more power to connect with clients and grow market share.

Direct Mail Has a New Dimension
Let's take a look at how new Powerkard sizes and digital printing options can revolutionize your direct mail strategy. First of all, gaining mastery of these methods and tools is crucial, especially in this real estate climate, because every advantage over the competition is necessary to gain mindshare in a tight market. Secondly, the advent of larger card formats printed at comparable prices and new systems that speed the delivery process can revolutionize an agent's quest to stand out and be more recognizable.

Our classic success tool, the 5.5 x 8.5-inch Powerkard, is still regarded as a highly effective conduit for your marketing message. But now we've introduced larger size formats of 6 x 11-inch and 8.5 x 11-inch Powerkards that are unique in the sea of standardized mailers that inundate the market. They're also a dynamic, eye-catching alternative for general or niche mailings.

Before we go into the innovations you need and how to leverage them, it's interesting to note that major retailers have already tapped the marketing power of new direct mail options — and they're grabbing consumer attention in a more effective way. If you live in a suburban or metropolitan area, you've probably noticed that some retailers, such as Bed Bath and Beyond, are using these methods right now. In the past, standard postcard-size mailers carried small-font sales copy and limited-format product photos. Now, those same stores are using large, 8.5x11-inch, high-gloss cards that promote their brand as nothing in the past could. Realtors® have caught on.

The Powerkard as a Primary Tool
As savvy real estate professionals tap the branding power of larger format direct mail, their ability to reach and connect with a target market is greatly enhanced. The Powerkard's effectiveness has always been in the stunning presentation of an agent in his element and the bond that's formed when consumers feel that emotional link with the values and interests portrayed. From soccer moms to skiers, the Powerkard serves as an elegant and consistent conveyance of the agent's brand. With larger format direct mail options, now an agent's personal branding has even more impact. When potential clients go through the mail, this new mailer size is a showstopper, enabling greater space to tell an evocative story or announce an event that links the agent with his or her demographic.

But there's another new dimension to the print trend that's also rocking the marketing world. In the past, messaging and delivery of cards has been carried out through traditional methods of creating standardized copy that's mailed to a database. As marketing to a demographic becomes more specialized, agents are finding there are niches within their farms that can and should be addressed personally. One of the incredible advances in direct mail recently is the ability to tailor messages and images to specific audiences.

Digital Print is the New Wave
It's accomplished through digital print services, the new wave of direct mail, which allows agents to reach out and communicate with targeted groups in their database. Known as variable data, your Powerkards can now be addressed directly to people in a certain neighborhood. Messaging can be as specific as "Dear Michael" in salutations that invite the prospect to an open house or that announces a listing. Those generic labels sent to "The Family At" or "My Good Friend At" atop an address are not only horrible but a thing of the past. Variable data allows you to personalize your mailings, making the recipient feel as though they've been hand-selected to attend your event or read up on market trends in the area.

After years of getting generic postcards in the mail, you can imagine what a dazzling presentation it makes to receive a full-color, 8 1/2x11-inch card with your image and personalized messaging written to your prospects. In comparison with the avalanche of junk mail they receive, this alternative stands out as the hand of one caring professional extended toward friends who share common values and pursuits. And, as a core Hobbs/Herder philosophy, building these bridges with various niches in a market is the key to growing and sustaining a business.

The One-Stop Shop of Real Estate Marketing
Hobbs/Herder has taken advantage of the technology that facilitates easier mailing and use by agents — messaging, new Powerkard sizes, mailing and database management — that's done all with the click of a mouse. We've created a user-friendly, Web-based system that allows you to log on to a Hobbs/Herder site (that is password protected) any time to create content, download images and send them to any configuration of lists you have stored. Depending on who you want to target (from sphere of influence to referrals), this system is a flexible tool for creating specific content for any niche. You can now dictate your Powerkard content and direct whom the mailing goes to and when it will be sent, all at the click of a mouse.

Traditionally, printing has been a major capital outlay for agents due to the volume required for a typical press run. In the past, huge print runs of 20,000 to 100,000 were necessary to keep costs in line. The challenge has been capital outlay and space requirements for the print vendor. Whether you needed 5,000 cards or not, many print companies insisted on minimum runs to justify their overhead. However, digital printing is an ideal alternative, as it allows agents to print for the average farm size of 500 to 2,500 homes. And, rather than paying a middleman to take orders and coordinate the job, agents are now handling these tasks with a seamless computer interface that guides the entire process. Now "boutique runs" of just listed/just sold Powerkards in varying sizes with targeted (and even personalized) content is a reality. It's a self-managed, cost effective and labor saving solution.

Getting Started
Getting started with digital printing is easy. Hobbs/Herder provides a 30-minute training program over the phone that covers everything from managing your direct mail elements to sending the print order online. Pre-designed card templates are introduced and the process of content creation and uploading images is demonstrated. Lead generation and consistent branding are so crucial in gaining mind share and market penetration. When the print and messaging processes are made this simple, they become one more system put into place that works for agents while they pursue more dollar-productive tasks.

Time to Examine Your Strategies?
If you've ever wondered whether the power of your direct mail strategy is all that it could be, consider how much can be accomplished by tapping new tools and systems. It may be time to consider new technological advances that secure and enhance your presence. In the past, the old-school paper postcard was fine but there's now more reason than ever to take advantage of streamlined direct mail delivery options. If you're selling in a metropolitan area, one thing is certain — the landscape is more crowded every day by competitors who know how to seize market share. And every advantage is essential to keep in touch with your growing clientele. These advances present a new world of options for agents enabling them to increase their market share, leverage new technology and contain costs. How cool is that?

I'd love to know your thoughts about these new innovations. Email your questions and comments to Don.Hobbs@HobbsHerder.com.