NAR Library & Archives has already done the research for you. References (formerly Field Guides) offer links to articles, eBooks, websites, statistics, and more to provide a comprehensive overview of perspectives. EBSCO articles (E) are available only to NAR members and require the member's nar.realtor login.
REALTOR® Logo Guidelines
Membership Marks Manual (National Association of REALTORS®)
Downloadable Logos (National Association of REALTORS®)
Logo & Trademark FAQ (National Association of REALTORS®)
Direct Mail Basics
Survey: Personalization and Direct Mail Spark higher Engagement Among Digitally Fatigued Audiences (Business Wire, Feb. 16, 2022)
“According to the survey, more than half (52.4 percent) of enterprise employees experience fatigue due to the volume of digital promotions they receive at work. Respondents indicate they receive an average of 65 promotional emails while at work every week. Those at higher levels in organizations—manager through C-level respondents—receive 2.5x more promotional emails weekly than entry-level and associate-level respondents. It is even more extreme for fully remote workers, who receive almost 6x as many promotional emails per week than individuals at hybrid companies. In this saturated digital landscape, 56.8 percent of professionals indicate they are more likely to open something received via physical mail versus an email.”
Do Cold Calling and Direct Mail in Real Estate Investing Actually Work (The Motley Fool, Feb. 1, 2022)
“Direct mail has a way of reaching the target demographic for who would likely sell a property to an investor. Consumers aged 45 to 54 are most likely to respond to direct mail. It's also a good way to reach an older demographic that may not use things like the internet on a regular basis. According to a study conducted by Pitney Bowes and published by the United States Postal Service (USPS), 67% of respondents said they felt mail was more personal than the internet.”
Top 6 Reasons Direct Mail is Still a Main Tool for Top Producers (Inman, Nov. 1, 2021)
- Postcards build brand awareness
- Direct mail is highly targetable
- It makes the real estate agents look professional
- It’s easy and can be automated
- Good return on investment
- It builds on itself
Why Direct Mail Still Works In A Digital World (Forbes, Jun. 28, 2021)
“As our digital footprint hits overdrive and Zoom fatigue kicks in, Americans are craving experiences outside of their computer screens. Email inboxes are overflowing, and people are growing numb to online ads. Direct mail marketing continues to deliver a personal and tangible alternative for customers suffering from screen overload, which will be more important than ever as the country slowly returns to normal. It allows small businesses to reach customers in their community at home, where they spend their time, providing a physical touchpoint of their message.”
Prospecting by Direct Mail (REALTOR® Magazine Online)
“When you plan your mailing efforts, be sure to:
- Follow sound basic principles of direct marketing.
- Establish credibility by promoting your recent sales and listing in the area.
- Offer testimonials from past customers.
- Prominently feature your phone, e-mail and social media accounts.
- Ask prospects to call you; request action.
- Mail three pieces at two-to-three week intervals, and then follow up with a request for appointment.”
Using Every Door Direct Mail (USPS)
“Use Every Door Direct Mail® (EDDM®) services to promote your small business in your local community. If you're having a sale, opening a new location, or offering coupons, EDDM can help you send postcards, menus, and flyers to the right customers. Use the EDDM Online Tool to map ZIP Code(s)™ and neighborhoods—even filter by age, income, or household size1 using U.S. Census data.”
eBooks & Other Resources
The following eBooks and digital audiobooks are available to NAR members:
Be a Direct Selling Superstar (eBook)
Do-It-Yourself Advertising and Promotion (eBook)
No B.S. Direct Marketing (eBook)
Reinventing Interactive and Direct Marketing (eBook)
The Direct Mail Revolution (eBook)
The Direct Mail Solution (eBook)
Books, Videos, Research Reports & More
As a member benefit, the following resources and more are available for loan through the NAR Library. Items will be mailed directly to you or made available for pickup at the REALTOR® Building in Chicago.
Power Real Estate E-Mails & Letters (La Crosse, WI: Dearborn, 2012) HF 5721 P68
Sold!: Direct Marketing for the Real Estate Pro (Sterling, VA: Capital Books, 2007) HD 1375 G28
Power Real Estate Letters: Letters, E-Mails, and More to Meet All Business Needs (Chicago, IL: Dearborn
Real Estate Education, 2006) HF 5721 P68
How to Become a Mega-Producer Real Estate Agent in Five Years (Mason, OH, Thomson/South-Western, 2004) HF 5438 H42
52 Weeks of Sales Success (New York, HarperCollins, 1999) HF 5438 R59f
Word Marketing: How to Empower Real Estate Advertising Through the Proper Choice of Words (Grafton, Wisc.: Blue Rose Studio, 1997) HF 6161.R3 K15
Power Real Estate Letters: A Professional's Resource for Success (Chicago, IL: Real Estate Education Company, 1994) HF 5721 P68 Rev. ed.
Have an idea for a real estate topic? Send us your suggestions
The inclusion of links on this page does not imply endorsement by the National Association of REALTORS®. NAR makes no representations about whether the content of any external sites which may be linked in this page complies with state or federal laws or regulations or with applicable NAR policies. These links are provided for your convenience only and you rely on them at your own risk.