We put our website address on direct mail, business cards and other print marketing because we know that prospects will type it in and visit the site from those other media advertisements. But, when we're farming a neighborhood or subdivision, most are still putting their home page web address on the material.
Think about the focus of the marketing in this case. We're working a neighborhood or subdivision with targeted direct mail related to real estate activity and listings in that specific area. So, why aren't we sending them to an area-specific portion of our website or blog? After all, that's the area that's of most interest to them.
The most effective lead generating websites and blogs usually have sections, pages, or categories that address neighborhoods or subdivisions individually. It's really easy with a blog, as you just create a category for each neighborhood and then post to it. For websites, it would be page navigation to individual pages for each neighborhood or subdivision.
It is logical then to be more specific when pointing direct mail recipients to your site or blog. They get a direct mail piece with content specific to their area, so send them directly to an area-specific place on your website. Of course, it's best to keep your URL addresses short and easy, not a long line of numbers, etc. Again, a blog is better for this, as you can probably set up your category pages to have easy URL addresses.
Another approach that has been used effectively is to buy a few more domain names for the neighborhoods. Frequently, there is still availability of domain names like www.NeighborhoodName.com. Then, just point that name at the portion of your site or blog set up for that neighborhood. It's easier for the consumer to remember, type in, and refer to others.
