When it comes to marketing for real estate, direct mail has long been a popular choice. With the rise of Every Door Direct Mail (EDDM), many real estate agents are now considering this newer option. Here is a comparison of the pros and cons of EDDM and traditional direct mail marketing, with a focus on local targeting.
EDDM offers the benefit of local targeting, allowing businesses to send mailers to specific geographic areas without having to purchase a mailing list. This can be particularly useful for real estate agents who want to target specific neighborhoods or areas where they have listings. Traditional direct mail, on the other hand, requires the purchase of a mailing list, which can be costly and may not always be accurate.
Another benefit of EDDM is the cost savings it offers. With EDDM, businesses can send mailers to every address in a specific area at a lower cost per piece than with traditional direct mail. This can be particularly useful for real estate agents who want to send out a high volume of mailers without breaking their budget.
EDDM does have some limitations. The mailers must meet specific size and format requirements, which can limit design options. Additionally, EDDM mailers are not personalized, meaning that each recipient will receive the same mailer, regardless of their specific needs or interests.
Traditional direct mail, on the other hand, offers the benefit of personalization. With a targeted mailing list, businesses can personalize their mailers to each recipient, making them more relevant and engaging. However, traditional direct mail can be more expensive and time-consuming to execute.
Both EDDM and traditional direct mail marketing have their pros and cons when it comes to real estate marketing with a focus on local targeting. EDDM offers cost savings and targeted local distribution, while traditional direct mail allows for personalization and customization. Real estate agents should consider their specific goals and budget when deciding between the two options.