Gayle Zientek, CRS, e-PRO, and her husband Steve create personalized greeting cards to keep in touch with their sphere and farm their market. The couple opened their own brokerage in 2012, Network Team Homes Realty in Portage, Mich., and has made their direct-mail campaign the cornerstone of their marketing plan.
In This Guide:
“The card catalog alone has over 17, 000 cards in every category known to man, ” said Zientek. “The best feature is the ability to create custom cards for any occasion using your own pictures. We are able to personalize the cards with our own handwriting and signatures.”
Zientek said they’ve used cards to follow up on listing appointments; send birthday greetings; thank people for referrals; and recognize clients’ life events such as marriages, new babies, graduations, vacations, and illnesses. She said they’ve logged well over 13, 000 cards over the past six years. Everything is saved in her SOC account, she said, which allows her and her husband to look up contacts and see every card or gift they’ve sent them in the past. Since starting their direct-mail campaign in 2007, the pair has seen their referral business go from 35 percent to 98 percent. They attribute their success to their effective marketing campaign.
This year, the couple decided to do something a little different. After reviewing their files, they came up with a list of their top 100 advocates and referral partners. ”Our plan is to communicate with them six times a year using SendOutCards, make personal phone calls, and invite them to our annual client event in the fall, ” Zientek said. Their first card went out on January 1; within 10 days they received two referrals from their top 100.
They’ve also decided to farm their neighborhood of 91 homes by sending out fun cards with local photos and current market statistics. “This will keep us top-of-mind when they entertain the thought of moving, or when they know of others in the area who may need a good agent, ” she said.