Ever heard the saying, “You can’t sell lingerie to lumberjacks”? Direct marketers have long maintained that a good list is responsible for 40% of the effectiveness of direct mail campaign. Good news: smarter lists are making their way into the real estate industry. Inman News reports that predictive analytics firms have more sophisticated ways of identifying prospective sellers, and are partnering with marketing firms such as Corefact and Smartzip to help agents put their postcards in front of the right people.
For instance, ReboGateway, a real estate prospective software tool, allows agents to focus their direct mail campaigns on homeowners in a specific geographic area who are most likely to sell their homes based on certain public life events, such as divorce, probate notice, a notice of default on the home.
Photo credit: Flickr / Farrukh
