Direct Mail Marketing by a Removal Company in Ireland

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.

Libratrans deserve a pat on the back for actually implementing a direct mail campaign to a well defined target audience, that of people selling a home and moving and therefore most likely to need the services of a removal firm. The full colour postcard they sent is well designed and caught my attention straight away. Generally I find that in amongst all the other daily mail a postcard tends to stand out.

I think the call to action on the postcard is a bit weak, it simply says visit our website or call for a free estimate. Personally I’m never particularly impressed when I see a company say the offer free estimates; whoopee you are going to tell me your prices for no charge how good of you. I don’t think they’d get too far saying “call for an estimate; it will cost you €50”.

The website that Libratrans has lets them down - there were errors on the page when I viewed it in Microsoft Internet Explorer 7, and the quotation request form that is pretty crucial to their operation would not load. It is kind of disappointing to think of all the leads that they must so nearly have generated but then lost by having a website that does not do the job for 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.

So to conclude I think this was a good effort to generate leads in a targeted fashion. I’m not sure how they compile their list, perhaps they monitor the new properties on www.myhome.ie or maybe it is possible to buy lists of all the new properties. Or perhaps they just ask their drivers to note down all of the new for sale properties they pass.

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.articlesfeed.com

Author: Matthew Eve is a writer and runs a specialist marketing company in Ireland.Read more articles at his irish marketing blog
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