In today’s competitive real estate market, standing out requires innovative marketing strategies that effectively reach potential clients. One powerful tool at your disposal is Every Door Direct Mail (EDDM), a service provided by the United States Postal Service (USPS) that allows you to reach every household in a targeted area without the need for a mailing list. Whether you're a seasoned real estate professional or just starting, understanding how to leverage EDDM can give you a significant edge.
This comprehensive guide will walk you through everything you need to know about EDDM—from registration and choosing routes to preparing and sending your postcards. We’ll also explore why EDDM is particularly advantageous for real estate agents, and how you can integrate this strategy into your overall marketing plan.
What is Every Door Direct Mail (EDDM)?
EDDM is a cost-effective direct mail solution that lets you target specific geographic areas with your marketing materials. Unlike traditional direct mail campaigns that require a mailing list, EDDM allows you to saturate entire neighborhoods with your marketing pieces. This is particularly beneficial for real estate agents who want to reach potential buyers and sellers within a specific community or region.
Why Use EDDM?
Cost Efficiency: With postage rates as low as 19 cents per piece (as of 2023), EDDM is one of the most affordable ways to get your message out to a large audience.
No Mailing List Required: EDDM simplifies the process by eliminating the need for a mailing list. You target homes based on postal routes.
Targeted Reach: You can focus your efforts on specific neighborhoods, ZIP codes, or even streets, ensuring your message reaches the right people.
High Visibility: With EDDM, your postcards, flyers, or brochures will be delivered directly into the hands of your potential clients.
Step-by-Step Guide to Running a Successful EDDM Campaign
Running an EDDM campaign might seem daunting at first, but with the right guidance, it’s a straightforward process. Here’s a step-by-step breakdown:
1. Register and Route Lookup
Before you start your EDDM campaign, you need to register for an account on the USPS website. Here’s how:
Register at USPS.COM: Visit the USPS website and sign up for an account. Remember, usernames are case-sensitive.
Route Lookup: Once registered, go to the EDDM section on the USPS website and log in. You can now start looking up routes by entering the ZIP code or address you want to target. The system will display available routes, the number of addresses per route, and the total postage cost. This information helps you determine the most effective areas to target based on your campaign goals.
2. Pick Routes and Pay Online
After selecting your routes, the next step is to finalize your mailing:
Pick Your Routes: Click on the routes you wish to target. The system will calculate the total cost based on the number of addresses.
Payment: You can choose to pay for your mailing online or in person at the post office. Paying online is usually more convenient as it speeds up the process at the post office.
3. Print Paperwork and Facing Slips
Once payment is complete, the USPS system will generate all the necessary paperwork for your EDDM campaign. This includes:
Master Route List: This document lists all the routes you’ve selected and serves as a reference for organizing your mailings.
Facing Slips: Each bundle of postcards needs a facing slip. This slip includes information such as the number of pieces in the bundle and the route it belongs to. You’ll need to print one facing slip for every bundle.
4. Prepare Your Postcards
Preparing your postcards for mailing is a critical step. Here’s what you need to do:
Unbox Your Postcards: Carefully unbox your postcards and lay them out on a flat surface.
Bundle into Groups of 100: USPS requires that postcards be bundled into groups of 100. If you ordered your postcards pre-bundled, this step is already done. Otherwise, you’ll need to do it manually.
Attach Facing Slips: Securely attach the facing slips to each bundle, ensuring they’re visible and properly filled out.
5. Organize and Label
To ensure smooth processing at the post office:
Separate by Post Office: If your EDDM campaign involves multiple post offices, be sure to keep bundles for each office separate and clearly labeled.
Label Boxes or Tubs: Once your bundles are ready, place them back in their original boxes or USPS-provided tubs. Label each box or tub with the corresponding route number.
6. Deliver to the Post Office
Now that your mailings are prepared, it’s time to deliver them to the post office:
Drop Off at Designated Post Office: Bring your bundles to the post office associated with each route. Be sure to bring the signed master paperwork and a sample postcard.
Confirm Delivery Schedule: Ask the postal clerk when you can expect your mailings to be delivered. Typically, EDDM pieces are delivered the next day.
Tips and Best Practices for EDDM Success
While the steps above cover the basics, there are several tips and best practices you can follow to maximize the effectiveness of your EDDM campaign:
Design Matters: Invest in a professional design for your postcards. A well-designed postcard can significantly increase engagement. Consider hiring a designer or using tools like Canva for creating your artwork.
Clear Call-to-Action: Make sure your postcard includes a strong call-to-action (CTA). Whether it’s visiting your website, attending an open house, or calling for a free consultation, your CTA should be prominent and easy to follow.
Track Your Results: Include a way to track the effectiveness of your campaign. This could be a unique phone number, a specific landing page on your website, or a promo code.
Consider Multiple Mailings: One mailing might not be enough to make a lasting impression. Consider running multiple EDDM campaigns to the same area over time to reinforce your message.
Compliance: Ensure your postcards meet USPS guidelines for EDDM, including size requirements and proper placement of the EDDM indicia.
The Advantages of EDDM for Real Estate Agents
For real estate agents, EDDM offers several key benefits:
Local Market Saturation: EDDM allows you to saturate a local market with your branding and message, making it an ideal tool for real estate marketing.
Brand Awareness: Regular mailings help build brand recognition in your target neighborhoods, establishing you as the go-to real estate expert in the area.
Lead Generation: By targeting specific areas where you have listings or want to gain market share, EDDM can generate leads that are more likely to convert into clients.
Common EDDM Questions Answered
What sizes are EDDM compliant? The most common sizes include 6.5x9, 6x11, 6.5x12, 8.5x11, and 9x12.
What if I need to mail more than 5,000 pieces? You can pay for your mailing over multiple days or consider getting a mailing permit if you frequently send large volumes.
Should I do EDDM myself or use a full-service provider? This depends on your budget and time constraints. Doing it yourself is cost-effective, but a full-service provider can save you time and ensure everything is done correctly.
Conclusion
Every Door Direct Mail is a powerful marketing tool that can significantly enhance your real estate business by putting your message directly into the hands of potential clients. By following this step-by-step guide, you’ll be well on your way to running a successful EDDM campaign that drives results.
Whether you’re sending out a few thousand postcards or planning a large-scale mailing, EDDM offers a flexible and cost-effective solution. So why wait? Start planning your EDDM campaign today and watch your real estate business grow!
For more detailed instructions, tips, and resources, be sure to download the full EDDM Made Easy Guide that walks you through each step of the process. Happy mailing!
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