As an agent, you’re used to hearing that it’s impossible to reach millennials without Facebook or Snapchat. With this in mind, does it make sense to launch real estate direct mail campaigns if chances are great that your message will find its way directly to the bin?
The discussion over whether print advertising is dead is still brought up from time to time. When it comes to millennials, agents can be especially frustrated. Their decision-making and buying habits are quite different.
So should agents use real estate direct mail to reach millennials? The quick answer seems to be no.
However, a recent survey from US Presort uncovers some interesting insights into this topic. Whether you should use real estate direct mail with millennials is up to you, but at least you can make an informed decision armed with this useful info.
Here are the key takeaways from this survey. You can also take a look at the infographic below for more stats.
- Surprisingly, 84% of millennials look through their mail on a regular basis. US Presort presumes this happens because of digital fatigue.
- In the US, millennials account for 31% of magazine and 20% of newspaper readers. If you think it’s not that much, remember that most marketers think this group probably has zero tolerance to print.
- 90% of people aged 25 to 34 find direct mail reliable and 87% like receiving it.
- 57% of Millennials made a purchase following a direct mail offer.
There’s also another interesting survey which shows that integrating direct mail and email delivers wonderful marketing results: Direct Mail vs. Email: the Right Real Estate Marketing Tool for Local Campaigns.
Using real estate direct mail to reach millennials
Click to enlarge
(Source: US Presort blog)
The survey definitely gives some food for thought and if you can relate these findings to your experience, you might want to tweak your outreach campaigns to test real estate direct mail.