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I put our house on the market last week on Thursday, less than a week later I had received a postcard from a removal company called Libratrans detailing their services and offering a free estimate. From a marketing point of view it was good to see a Irish company proactively marketing to its target base of prospects. Indeed people selling up a property and moving are going to be hot leads for a removal firm. I thought that the postcard was well designed and a good attention grabber. Compared with the usual humdrum mail it stood out from the crowd. Whilst the postcard is good there is certainly room for improvement. In particular the call to action could be strengthened. Currently it just says visit our website or call for a free quote. On the whole when I see a firm say they provide a free quote it doesn’t really impress me. So you won’t charge me to tell me your prices how very nice of you! The biggest failing of this campaign is that the postcard was directing people to the Libratrans website, whilst in principal this can be a good idea when marketing with postcards in this instance it was not effective. The website looked dated and there were a number of errors on the page. The final nail in the coffin was that the quotation request form was not working at all. I wonder how many lost leads this has cost them? What other things could Libratrans have done to make this postcard lead generation more effective? Generally offering some kind of free inducement to start a dialogue with a prospect is a good idea. Libratrans have the making of this on their website where they have a packing/unpacking checklist. Instead of having this displayed on the website it could have been offered as part of a moving guide that prospects could request in exchange for their contact details. Perhaps they could make the offer stronger still by offering something of use such as 3 free packing boxes or similar. This would help them qualify the leads from the postcard mail out a bit further and allow them to capture the names of prospects rather than just ‘The Home Owner’. This would help to build a relationship with the prospect, the cost of this would be minimal and I’d be willing to bet it would increase their conversion rate over and above just offering a free quote. Overall this campaign is a good way of generating leads from a targeted audience. I was wondering how they compile the list of people moving. One way might be to keep an eye on the new properties as they are listed on Irish property websites, or perhaps it is possible to purchase lists of all the new properties. Another way that they might do it is by getting the drivers of their trucks to record details of all the new properties for sale that they come across in their area. Whatever approach they take to compile the list of houses for sale it appears to have been well systemised and I’d guess that it produces a good return on investment. Sending a postcard would cost less than one Euro and each potential client could easily be worth one thousand Euro. It is a pity that the rest of their sales conversion process lets them down, but even with this I would imagine that they are outperforming the rest of their competitors in this area.
Article Source: http://www.philvault.com
About the author: Matthew Eve is a writer and runs a specialist marketing company in Ireland.See more of his articles at his irish marketing blog This and other unique content direct mail articles are available with free reprint rights.
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