Direct Mail in Winter: Does It Work?
Winter presents distinct challenges for movers, and many businesses tend to scale back their marketing efforts during this time. However, maintaining consistent marketing strategies can uncover valuable opportunities if approached with patience and persistence.
The period between Thanksgiving, New Year’s, and even Super Bowl weekend often sees homeowners delaying home listings to enjoy these major events. Consequently, there may be a noticeable drop in new leads during this season. To keep your direct mail campaign effective, it’s essential to broaden your criteria and expand your search parameters to capture a wider audience.
One advantage of this time of year is the quality of leads. Homeowners listing their properties during the holiday season often have urgent reasons for moving, such as job relocations. These motivated sellers are more likely to respond positively to your outreach, leading to immediate inquiries and calls from interested prospects.
For homeowners whose properties remain unsold, the extended time on the market increases the likelihood that they’ll hold onto your postcard. They’ll be more inclined to reach out when they’re ready to move. This prolonged consideration period makes your marketing efforts valuable over time.
At Moving Leads, we stay ahead by closely monitoring market activity. If a home listing remains active for over 90 days, we use a comprehensive verification process to confirm whether the homeowner is still a viable lead. Verified leads are reintroduced into our system and included in your weekly lists, ensuring you consistently engage with potential customers in your area.
Sending a follow-up postcard when a property enters a pending status can also be highly effective. Homeowners who have successfully sold their homes are often eager to finalize their move, making your services highly relevant at this stage. A timely reminder can position your business as the go-to solution for their moving needs.
Activity typically picks up in early January as homeowners move past the holidays and shift their focus to new plans for the year. By maintaining visibility and engaging with leads throughout the winter, you’ll set the stage for a successful direct mail campaign in late winter and early spring. Staying top of mind ensures you’re ready to capitalize on the uptick in activity as the season progresses.