Jack Hipolito Fernandez: Direct Mail Marketing Still Popular Despite Technology

Real estate professionals are spending more money on technology-related marketing services, but still depend heavily on the traditional direct mail method too. Jack Hipolito Fernandez, a Realtor in Los Angeles, California, believes that the direct mail method still has some staying power, despite the popular rise in technology.

Jul 10, 2012, 06:00 ET from Jack Hipolito Fernandez

LOS ANGELES, July 10, 2012 /PRNewswire/ -- A survey of more than 2,000 Realtors found that overall spending on technology and technology-related marketing services are increasing, particularly among some of today's leading agents, according to an MSNBC article. Despite the research, real estate agents are continuing to spend money on direct mail marketing over technology-based marketing strategies. Jack Hipolito Fernandez, a successful Realtor, still utilizes direct mail marketing to reach clients in the Los Angeles, Calif. area.

More than 220,000 ActiveRain real estate professionals, as well as Market Leader customers, participated in the survey. The survey looked at measuring what software and marketing support Realtors are using in their personal businesses. In addition, the study examined how much the Realtors are spending on the technology.

"Real estate professionals are accelerating their investments in technology-based marketing options, but there's not always a direct correlation between where they're spending money and where they're getting value," said Nikesh Parekh, chief executive of ActiveRain. "More agents are investing in the technology and pipeline management systems necessary to build successful, long-term businesses."

Jack Hipolito Fernandez, an agent at HF Realty, agreed that technology was changing the face of marketing, but it is not the only strategy getting results. The survey discovered that direct mail has the most Realtor participation of any offline marketing and advertising strategies. Jack Hipolito Fernandez said that even though technology is growing and expanding, it is not always the best method to reach buyers and sellers.

"Direct mail marketing has many advantages that technology can't give you," he said. "Direct mail is quicker to produce and has a quicker response time. You can also make direct marketing very personal, and with technology, that isn't always the case because it is more generic."

The survey also found some of today's leading real estate professionals bringing in more than $100,000 annually spend more across all marketing categories. However, they do usually invest more money in online lead generation, national real estate Internet sites and search engine marketing. Some even spend more dollars each month on personnel and training/coach.

Jack Hipolito Fernandez supports online marketing techniques, but believes direct mail marketing is a great way to build a list of prime prospects for future campaigns.

Jack Hipolito Fernandez is a real estate agent at HF Realty in Los Angeles, Calif. He started working at his parents' real estate company shortly after graduating from California State University, where he received his bachelor's degree in business. Within the next few years, Jack Hipolito Fernandez will take ownership of the business after his parents retire. HF Reality specializes in commercial and residential real estate sales in Los Angeles County.

SOURCE Jack Hipolito Fernandez