Skip to content Skip to navigation

LIVE-STREAMING Real Estate Education via Zoom available for enrollment.

Click on the education type to see available schedules:

     

      Notice

Polley Blog

Postal Service Claims Mail-Mobile Combos Can Sell More

WASHINGTON DC – Until the Internet arrived and, after that, until mobile communication arrived, the U.S. Postal Service profited by pushing direct mail as an advertising medium. As the alternatives gained widespread acceptance among consumers, however, a substantial number of advertisers – including those in the real estate business – concluded the web and smartphones had already passed the Postal Service by.

Postal Service Claims Mail-Mobile Combos Can Sell More

One example of a mail-mobile combination piece

Not so fast, its Domestic Products Vice President Gary Reblin said Monday (Dec. 10, 2012).

Direct mail that leverages technology like QR (quick response) codes and personalized web addresses is proving to be a powerful advertising tool. A mail-mobile combination connects with buyers “on a deeper and more personal level,” Reblin claimed.

Direct mail includes postal carrier-delivered postcards, brochures, fliers, and letters. It’s long been “lauded for its ability to provide consumers with personalized and tangible information about products, promotions and sales,” he said.

Add to the mix what Reblin described as “augmented reality technology,” like personalized QRs or web addresses that identify the recipient-user by name and tailor an offer for them, and results indicate enhanced mail can drive increased numbers of consumers online for either more information or to make buying decisions. Personalizing a pitch in a mail-mobile duo “tells recipients (the seller) knows who they are and what they want,” he contended.

Of possible interest to real estate brokers and agents may be image recognition, a new technology that Reblin predicted was “gaining traction.” It allows consumers with smartphones to scan a picture – one of a house in a listings brochure, for instance – into software that immediately connects to mobile features. If buyers want a home like one they see, even if that address is no longer on the market, image recognition may be able to connect to a listing that looks almost like, if not identical to, the desired property.

Although consumers are becoming more familiar with mail-mobile technology, Reblin still recommends advertisers devote some portion of direct mail pieces to consumer tips on downloading apps and barcode readers. “Customers will appreciate the information,” he said, “and the effort will help build brand loyalty.”

This article was cross-posted to Polley Associates’ “Your Real Estate Career” blog
Photo from Google Images

Recent Articles

Slow Rebound, Higher Occupancy In 2013, Liberty Predicts

MALVERN PA – Liberty Property Trust, whose commercial real estate portfolio consists of 650 office, distribution and light manufacturing properties that serve 1,800 tenants, said Tuesday (Dec. 11, 2012) that although it expects economic conditions during 2013 to slowly improve there may be few acquisition opportunities. In his forecast for the coming year, Liberty CEO […]

Read More

Universal Health Realty Income Trust Increases Dividend

KING OF PRUSSIA PA – Universal Health Realty Income Trust, a real estate investment trust that invests in health care and human service related facilities, said Friday (Dec. 7, 2012) that its board of trustees voted to increase its quarterly dividend by $.005 and pay a dividend of $.62 per share on Dec. 31 to […]

Read More

Two Named To Economic Development ‘Action Team’ In Philly

PHILADELPHIA PA – Pennsylvania Gov. Tom Corbett’s “Action Team,” which works with economic development groups to promote business growth, retention and expansion in Montgomery, Chester, Philadelphia, Delaware and Bucks counties, has filled two vacancies in its southeastern regional office, the state Department of Community and Economic Development announced Wednesday (Dec. 5, 2012). Norman P. Hetrick […]

Read More

Challenge For Brokers And Agents: Calming Consumer Fears

NEWTOWN SQUARE PA – Winning is in, and losing has never been a good thing. As the National Association of REALTORS® approaches the 2012 edition of its Nationwide Open House Weekend, scheduled for April 28-29 (2012; Saturday and Sunday), one challenge that faces real estate brokers and salespeople across Pennsylvania is proving to consumers they’ll […]

Read More

Compromise Flat Fee Proposed For Marcellus Shale Gas Wells

HARRISBURG PA – Representatives of Gov. Tom Corbett and majority Republicans in the Pennsylvania Legislature worked through Sunday (Feb. 5, 2012) to reach a tentative agreement that would impose a fee on drillers who extract natural gas from Marcellus Shale, buried almost a mile underground across much of northern and western Pennsylvania. The drilling fee […]

Read More

Area Commercial Developer Wins Energy Use Award

MALVERN PA – Liberty Property Trust, a commercial real estate developer that leases office and other space in Norristown, King of Prussia, Exton and West Chester PA and elsewhere in 12 states and overseas, last week received a national award for its commitment to energy use management, the company announced. Liberty was honored with the […]

Read More

Generational Tastes, Move To Smaller Homes Driving Storage

NEW YORK NY – The previously high-growth $7.4 billion market for home organization and storage has slowed down due to the housing collapse and enduring economic problems, according to “Home Organization in the U.S: General Purpose, Closet, Garages, and Storage Sheds,” a report released Monday (Nov. 14, 2011) from a market research firm called Packaged […]

Read More

Regional Home Prices Drop Less Than Nationally

PHILADELPHIA PA – The overall sales price of single family homes in the Greater Philadelphia metropolitan area, including Montgomery County, declined three-tenths of 1 percent from August to September (2011), according to the monthly Home Price Index (HPI) published Monday (Nov. 7) by Core Logic, a provider of information, analytics and business services. Actually, CoreLogic […]

Read More

Time For Home Builders’ To Reinvent Themselves, CEO Says

BENSALEM PA – The downturn in the U.S. housing market has given home-builders an opportunity to reinvent themselves, a company president told those in attendance at the annual fall meeting of the Urban Land Institute, because “builders won’t make money doing things the way they used to,” Orleans Homes CEO George E. Casey Jr. said. […]

Read More
1 10 11 12 13 14 16