Considering that Vancouver is such a bustling real estate market, it’s no surprise that my mailbox gets filled with all kinds of junk mail from realtors, home renovation experts, mortgage brokers, and just about any other professional remotely related to the industry. Most of these flyers end up in the recycling bin, but are they effective?

In my own experience, even though I barely pay attention to any of these mailings, the persistence of certain realtors has led to some fantastic brand recognition. More importantly, the real estate agents that I remember are the ones whose mail-outs demonstrate real world success in my very own neighborhood.

Instead of sending out a flyer or postcard that says, “Hey look, I’m a realtor,” the mail-out is more likely to say, “Hey look, here’s a house I sold for $X over asking in just 5 days.” That’s demonstrated and proven success. Seeing the person succeed once is one thing; getting consistent mailings that demonstrate this success over and over again starts to get the message to stick in the minds of potential customers.

Yes, most people don’t like junk mail — both of the real and virtual variety — but the “right” kind of junk mail, when used appropriately to proclaim continued success and expertise, can be a very effective means of marketing and increasing brand awareness.