Neighbourhood Marketing: Best Practices

You’ve been contemplating adding neighbourhood marketing to your mix for a few months now, but you don’t know where to start. We offer a neighbourhood marketing service that we call the Business Builder. Here’s what we’ve learned from our experience helping agents grow their business. 

Start with choosing a neighbourhood.

• Choose an area that you’re familiar with and have experience in. If you have a connection with the neighbourhood it will be easier to position yourself as the neighbourhood expert.
• Find an area with good turnover. Just because you live there doesn’t mean it’s going to be a good area to prospect. Find somewhere that has a wide demographic of residents that will offer you a varied client base.

Now that you’re sure you’re in the right area, take a look at what you’re sending.
Other than home and lifestyle articles of interest add one or more of these aspects to your marketing piece to add value for those receiving it.

• Neighbourhood specific statistics. Statistics are great… make them even more valuable by targeting them to the neighbourhood. Keep statistics clear and simple.
• Community events – a great way to tell people when they can get out and enjoy the community.
• Free market evaluation offer – lots of home owners don’t know that you can offer this service to them for free, with no obligation. Educate and remind everyone about your offers.
• Construction/traffic updates – know about a road that’s going to be closed for a few weeks? Let your community know too.
• Emphasize how you connect to the neighbourhood — do you live there? do you work there? did you grow up there?

Regardless of what you send, remember these important points:

• Neighbourhood marketing is a long-term commitment and consistency is key.
• Delivering something with value will be a lot more successful than just another card in the mail. Always look at it from a homeowner’s point of view… what are they getting out of your mailing?

If you have any questions about neighbourhood mailing, or tips to add, leave a comment below or contact us at consult@dmsmarketing.ca.