A good direct mail piece needs to bring measurable results
One of the signs of a changing market is agents increasing their marketing and prospecting by the use of direct mail.
Just remember a good direct mail piece needs to bring measurable results. We all know we have to spend money to make money. The part of that equation that you should always be concerned with is in making the money. Make sure you track each mailing so you can accurately account for which mailing;
captured a lead-that turned into a listing or buyer-that turned into a sale-that turned into a commission check.
That needs to be the measuring stick you use when comparing the cost to produce the piece and mailing it. I would encourage you to follow up on your mailings with a phone call or personal visit to increase the effectiveness.
Don’t get caught up in just the work and hoped for results, measure your success. If it is working and profitable, increase your efforts. If it is not profitable, improve what you are doing or quit doing it.