Case Study #1


New strategy saves Realtor printing & mailing costs of approx. $12K per year

Problem (posed by a real estate agent in Southwest Florida):

Realtors need promote themselves and their business aggressively in order to stay on top of the market. During “up” markets, they relish this experience, but when the market slumps a little, as recently occurred in Florida, marketing is often the first expense to go.

And yet, “down” markets seem to cry out for more marketing, not less...so how can a Realtor achieve his/her marketing goals on a reduced budget during slow markets?

Joyce's proposed solution:
  1. Create a monthly electronic newsletter to replace printed postcards normally sent out at a combined printing and postage cost of nearly $2,000 per mailing.

  2. Feature 2-3 monthly special reports of interest to buyers, sellers and homeowners in the e-newsletter. The e-newsletter prompts recipients to “click to download” any or all of the reports, in exchange for “registering” with the Realtor’s web site. Registering entailed entering an email address, which then would be added to the Realtor's marketing database.

  3. Create a print-version of the e-newsletter that would be available for download by any visitor to the Realtor’s web site, in exchange for registering name and email address.

  4. Create and send traditional print postcards every ninety days. These would reach anyone the emails had missed, and once again prompt the prospect to the Realtor’s web site where they could download special reports in exchange for registering.

The first month the e-newsletter was sent out, several recipients called the Realtor’s office with general inquiries, citing that they had received the e-newsletter.

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