The Happiest Agents In the Northwest

Direct Response Marketing is the most effective form of marketing in ANY type of business. The challenge is that most people never use it (and when they do - they miss a key part of DRM - the Internet!).  Why, because Direct Response Marketing (DRM) doesn't include the usual "I Love Me" type of ads that most real estate agents like to see.  Unfortunately (or fortunately for you!) real estate agents like and want to see their picture and name plastered everywhere on their marketing pieces - it's what they have been taught and what they see other agents doing.

What is DRM? DRM is marketing that drives a customer to DO a certain desired (from you) response. When a prospect (or even an existing client or customer) sees the specific marketing piece, they will either:

1. visit a website,
2. call a specific number for more information, or
3. pass the marketing piece to a friend, neighbor, co-worker or family member.

• The advertising or marketing piece must catch the readers Attention through the right headline
• It must stimulate Curiosity and Interest
• It must build Desire
• It must Motivate to Action!

So, why does DRM work?

Today's buyer and seller are much more sophisticated and informed than those of the pre-internet era. They do research online and will have a significant amount of knowledge than ever before. The key with DRM is that it is targeting a specific market, when they need it, and providing another piece to the prospects "personal puzzle."

The other key ingredient is that the prospective buyers and sellers DO NOT care who you are. For that particular reason, they do not want to speak with you until they need you. But first you must find out who they are - and then provide them with information so that you are viewed as the expert in the area or areas that they have interest. DRM does not use "I Love Me" marketing pieces - which most real estate agents absolutely love! This is because most agents really don't study marketing and even less study Direct Response Marketing - if you ask around your office - what do you know about DRM or do you use DRM? Most would give you that "blank stare" look.

Direct Response Marketing can be used in all of your marketing: info box flyers, classified and display advertising, internet/website, newsletter, email/drip mail, farming - basically anything that you send to anyone should have a DRM piece included. If you utilize these additional tools - you will see the number of prospects in your pipeline explode!

Studies in all industries have shown that DRM is the single most effective form of marketing in any industry - regardless of what the product or service consists of. In real estate, the only ones who seem to use DRM consistently and as a primary method of developing a large prospect list are the agents who are doing the most deals. You may want to go back and re-read that last sentence - the agents who are doing the most deals. Hmmmmmm!

Call me at 425-444-8338 - RE/MAX Connected for help implementing your Direct Response Marketing System. I can help you with specific ads to run, the follow up systems to those ads and the specific methods to run them.  We utilize the DRM when marketing to apartment dwellers.  Come and see how it works!

Next Lesson: Are You Connected to Your Prospects?