Do Letterbox Drops Really Work?

All right friends, it’s myth-slaying time.

Letterbox drops work and should be a consistent element of your marketing mix and an essential part of your prospecting plan.

Digital marketing certainly works, there is no disputing that, however, it also works in conjunction with other marketing channels and is not always the be all to end all that some marketers would have you believe.

Yes it's easy (for some), but I’ve seen too many toxic myths about letterbox drops, usually by digital marketers who want you to sign up to their product, but those that use them know the power that they have on the reader on their walk from the letterbox to the front door of their home.

The correct messaging, the correct frequency, and how they look all play an important role in the impression they leave with the reader.

The things that make you successful are the things you don't really want to do. The key to success with letterbox drops, or prospecting for that matter is consistency. See this Discussion around consistency.

It's time to get straight into it and how letterbox drops can get you more listings, more referrals, increase your brand, and keep you front of mind with clients who are thinking of selling their home now or in the future.

Letterbox drops and the digital marketing myth.

Do letterbox drops really work? Yes, they do.

Digital marketing and social media are often portrayed as an easy and cheaper option than printed letterbox drops. There is no doubt that if you know what you're doing, digital marketing definately has it's place and can net some instant results which is one of the reasons why it is so easy to run with. However, buyer beware. Not everything can be as easy as it seems. While the temptation of spending all of your money on facebook campaigns and lead generation schemes feels like it should be enough, don't be lulled into a false sense of security, it can also cost you a fortune and can sometimes be used a lazy substitute for doing the leg work.

All forms of marketing should pull together to deliver a consistent message across your area and to your audience.

I've seen agents who put out a letterbox drop here and there, and I'm not sure of the value of that, however those that are dropping consistently see results. Letterbox drops is a long game and does not always offer instant results. Of course, you need to embrace new age marketing, but there is no substitute for meeting clients face to face, having a conversation and prospecting on your feet. Real estate is a people game; you still have to meet the people.

Leading agents consistently talk about the value of prospecting, getting to know your community, letterbox drops, door knocking, and saturating your farm area. One comes instantly to mind, Mat Steinwede, a leading agent in the McGrath group has built his career on it. His number one appointment in his diary is prospecting, and letterbox drops are a major part of his prospecting strategy. He makes daily prospecting calls, drops DL Letterbox drops every week, letters every month and a CMA every 6 months (Comparative Market Analysis - a a report that estimates a property's market value by comparing it to similar properties that have recently sold in the same area.)

Letterbox drops are an important part of your Prospecting Strategy, and as a sales agent, the key to your success.

Time to Bust those Myths about Letterbox Dropping:   

1. Letterbox drops don’t work anymore. 

2. Everyone just throws them in the bin.

Of course they do, but people make up their mind about you on the trip from the letterbox to the front door of their home. This is why it's important to keep the message simple, but effective and straight to the point. People connect with a physical item and you need to make sure it's your face they see as often as possible on that journey to their front door.

3. It’s too expensive compared to digital marketing.  

Not these days. You know what costs too much? When you waste your marketing money and don't follow up, stay consistent or keep building on what you've started. Letterbox drops come in a variety of sizes, but start from 1000 for $89. It's an investment in your future.

4. I won’t get leads from it.

5. It’s not targeted enough.  

The Message is key. It's so tempting to try and cram as much information in as possible. You're paying for these right? Wrong!. The old saying 'Less is Best' is right at home here. A short and sharp statement is all you need. If you're dropping consistently, you get all of your messages across in due course.

6. It's a waste of time.  

No Way! You learn so much when you walk the block. You know this to be true. Last time you walked the dog, did you see that Mr Jones just mowed his lawn, or Mrs Walker's garden just exploded in color. These are key talking points and connections with the people that live in YOUR area.

7. It’s too time-consuming to manage

It is not a waste of time. It's an investment. - Drop them out yourself. It's important for you to spend time getting to know your area. Get to know every crack in the pavement. Say hi to the people on the street, walk your dog in your area, jog the area as part of your morning routine, and get to know the other joggers and walkers. Know whose boards are up in your area. Become a household name and an area expert.

8. Digital marketing has completely replaced print marketing.  

Not True. All the key agents use letterbox drops as part of their prospecting strategy. The best marketing strategies combine print and digital—using QR codes to track engagement, social media handles, or websites as a bridge between print and digital marketing.

9. The same flyer design works every time.  

Fresh, engaging content is key. Changing designs, testing messaging, and offering different call-to-actions keep engagement high. Drop a variety of letterbox drops they don't have to all be the same. There are so many different kinds of letterbox drops and each one tells a different story. Don't overcomplicate the message.

10. People don’t trust flyers.  

Consistently dropping professional and well-designed letterbox drops builds trust over time, positioning you, the local real estate agent as the local expert. Make sure what you're dropping is a quality product and professionally printed. A poor quality drop puts you on par with the lawn mowing man down the road. Maintain your brand standards, and keep your look professional as this builds trust and credibility.

It's important to try a number of things!  

Believing in these myths can limit your success when it comes to prospecting. For all Sales people, prospecting is a key element to your sales strategy. It is important that you have a prospecting strategy and that you follow it consistently. Be strict with your prospecting time, there is no more important task for a real estate agent. Try different approaches and mix up your marketing and see what works for you.

Prospecting can be done in many different ways, your tactile and physical marketing should be as important as your digital marketing. Networking and getting to know your area and talking to people is key to your success.

The industry greats, who are your mentors, all have a prospecting strategy which is key to their success. Make it the key to yours.

I created this checklist to help you create a successful letterbox drop campaign to include as part of your prospecting plan.