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Direct mail in the media mix
By Mark Hagen
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| Mark Hagen | | Direct mail in the media mix can increase overall lead generation at an efficient price. New mid-year HomeVestors statistics show that by utilizing direct mail as part of a marketing/advertising program, the market has the opportunity to generate a higher number of targeted leads and lower the overall market cost-per-lead. With a blend of markets in this analysis, HomeVestors' direct mail letters generated one lead for every 87 letters mailed.
Consistency is the key. HomeVestors' marketing research has found that the best direct mail program is a consistent one that is marketed to specific target areas four-to-six times during the year.
To learn more about HomeVestors' direct mail program, please contract your marketing field representative.
Newspaper/Yellow Page Ad Changes
 To further build brand identity and consistency of message, and to continue the increase in referrals to the HVA Web site, all HVA newspaper and Yellow Pages ads will contain the Web site address: webuyuglyhouses.com
The production of the new ads was recently completed and they are available for immediate distribution. For questions concerning newspaper advertising, please contact Tiffiney Ridley in the HVA Marketing Department at 972-532-8005. For Yellow Pages information, contact Chris Stewart at 972-532-8006.
Summertime Referrals Heat Up and Break Records
The summertime vacation season is here, but the work is not slowing down for HVA's Referral Personnel who have fielded a significant increase in Internet and phone referrals since May.
In June, 2,357 referrals were processed as compared to 2,031 the previous month, a 16 percent increase. In addition, more than 51 percent of the referrals come through the HVA Web site instead of search engines. June was the second consecutive month that the number of referrals increased, and it marked the most referrals during a month.
"Since the new advertising and summer travel/relocation season kicked off, there has been a significant rise in the number of Internet hits and phone calls being referred to us," said Gregg Stengel, HVA Lead Distribution Manager. "This shows that not only is our Web advertising working, our new ads that feature and reinforce our Web site address are being recognized and used. In addition, our phone referrals are up with so many people traveling during the summer. When they see our outdoor signs, they pick up their cell phones and call about their house, inherited house or just inquire about what HomeVestors is all about."
The entire referral staff (Deborah Daniels, Carla Cox, Margarette Honeycutt and Sheri Crandall) have been working hard to turn over these referrals to franchisees as quickly as possible. "We feel that if we don't respond quickly, the seller will go on to a competitor, so we want to be their first choice," said Gregg.
. . .Mark Hagen is HVA's new Vice President of Marketing. Contact the Marketing Department with questions at 972-761-0046.
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