Direct Marketing Tips For Removals Companies


Weekly lists of properties that have just had a sale agreed are an invaluable tool that will allow you to market directly to potential customers just as they are beginning to plan their removals. Once armed with these addresses a simple letter, flyer or brochure advertising your services posted or even delivered by hand whilst out on your rounds will bring you great value results. Our complete print and post package can also save you even more time and money, for little more than the cost of a second class stamp.

Here are some tips for more effective marketing...

The first step is engaging with the potential customer and doing a survey and quote. Personal communication is the key and the aim of your marketing literature should be to encourage the recipient to contact you. Offering a free quotation is a useful tool and an enticing reason to respond.

Things to consider when designing your marketing material...

    Format - Enveloped letter or postcard? Latest research suggests that postcards are more likely to be read. Our favourite medium is an A5 (half A4 size) full colour, two sided postcard. This should contain just enough information to engage with the customer and get the opportunity to quote.
    Who is it for? - Your marketing should be targeted to appeal to “sale agreed” vendors rather than just giving general information.
    Graphics - Use interesting images that grab the imagination. Be creative and imagine what a new home may mean to your clients. Professional looking images that inspire will ensure your material is read. Try not to appear too cluttered. Consider using a picture of yourself. This should be a high quality image of you looking relaxed and cheerful. Try and project integrity. A photo of a removals lorry is great for lorry fanatics but will it encourage home owners to read on?
    Branding - Is it time to freshen up your branding and the image you portray? Does it look contemporary? Your design should fit your company image.
    Be Yourselves - Use a sincere and friendly tone keeping your content interesting and personable. Don’t try and appear too corporate.
    Written Content - Focus on your strengths and what your customers really care about. If you are offering something unique or superior to your competitors then emphasise it ensuring you promote clear, strong messages. Try and avoid general industry characteristics that are expected of all removals companies. If you can, be distinctive and different. You may wish to highlight a particular efficiency, your personal service, how you care for your clients precious belongings or how you are able to take the worry out of moving. Ensure that your content is relevant, meaningful, professional, grammatically perfect and with no typographic errors.
    Call to Action - A clear call to action is essential so clearly state the next step that you want the customer to take. If a telephone call is needed then encourage responders to call a named individual who is trained on how to handle the call. Make it personal. For example “call John or Angie now on 0987 123456 to arrange your free no obligation survey and quotation. All quotes are valid for 3 months”.
    Signature - If sending a letter, include a signature preferably in a different colour than the main text. An electronic signature can be used for large volume mailings.

Other Considerations...

So you have completed your mailing but is everything else in place to manage that all important initial contact? First impressions really count:

    Website - Most respondents will look at your website so it is essential that it is up to date. Consider directing enquiries to a dedicated page other than the homepage. Maybe use a contact form or a quotation request form. Make it easy, don’t distract and try and collect an email address so you can keep in contact and follow up. Use of a dedicated landing page can help to measure the effectiveness of your campaign.
    Telephone Enquiries - Be ready to respond to telephone enquiries. Be consistent and have a dedicated named person who is trained, professional and friendly. Make it personal and take interest in a caller's needs. Show that you care.
    Measure Response - Measure responses so that you can track your successes. Keep records of all properties you prospect and all enquiries (not sales) and cross reference these and remember some may take weeks or months to mature.
    Be prepared to adapt - You may not get your literature right first time. Be innovative and be prepared to experiment and change.

Good luck with your prospecting!