I have heard many times over the past year that we need to get back to basics in order to survive the down market in which we currently find ourselves. One of those basics was a direct mail campaign. I remember when I first became a REALTOR^®, my Broker told me to be sure to do a mailing every month. I did that, and it was a successful program. But then technology came along, and I dropped the direct mail for email and voice mail and Facebook and Twitter. I suddenly realized that some of the "personal touch" was missing. So if you're so inclined to go back to basics and start a direct mail campaign to your data base, here are a few tips:

1. Use the current technology that we now are so familiar with. Mail merge first names into your letters.
2. Make your letters informative and interesting so that your data base is looking forward to getting the next letter from you.
3. Use an "attention getter" topic.
4. Write the letter with focus on the reader's position, not yours as the real estate expert.
5. Personally sign each letter.
6. Hand-address each envelope.
7. Use a stamp; don't send it bulk mail.
8. Include a "giveaway" in some of your letters: flower seeds, small To Do pad, market analysis certificate.

If you're too busy to hand-address and personally sign each letter, pay a high school student or a family member to do it for you. It's deductible because it's a business expense.

Pick up any newspaper or real estate magazine. You'll find a plethora of ideas.

Hope this helps.

See you next week!

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