Why Direct Mail remains the most effective channel and how real estate agents can improve results
We entered the real estate marketing business in 1993, before most agents used the Internet or email. When digital channels exploded, early adopters saw big returns. But before long SPAM filters, regulations, and ad blockers crashed the party.
AI and Digital Marketing
Now, AI is revolutionizing marketing again. It can drastically improve research, planning, database management, and content creation, but the effectiveness of outbound AI marketing software remains to be seen. As usage increases results will decrease, and as privacy concerns grow regulations are bound to tighten. And the more realistic AI content and calling becomes, the more people will dismiss even authentic videos, emails, calls, and texts.
The “Direct Mail Revival”
Meanwhile, Direct Mail is surging. Forbes dubs it the “Direct Mail Revival,” with marketing mail volume up 19% and ROI up 44% since 2020. Businesses are cashing in on mail as digital methods become more saturated and less effective.
The Results are In
This report explores seven scientific findings about direct mail from recent, primary-source studies. The results confirm what our clients already know: direct mail is still the most effective, highest-ROI marketing channel available to agents today. Each finding contains an action item specifically for real estate agents, and at the end we present five strategies for maximizing your ROI.
Why Direct Mail Outperforms Every Other Channel, Even Now: 7 Research Findings
1. Direct Mail Delivers the Highest ROI
According to the 2024 ANA Marketing Response Rate Report, direct mail to a house list delivers a 161% average ROI (return on investment). That’s:
- Nearly 4x the ROI of email and paid search
- 8x higher than social media ads, digital ads, and SMS texts
The 2025 Direct Mail Benchmark Report confirmed similar findings. Among 350 businesses surveyed, 87% said direct mail performed as well or better than any other channel in acquiring new customers and reactivating leads.
And, instead of competing with digital, it works even better when integrated into a digital marketing system.
According to Franklin Madison’s 2025 study, 97% of companies that integrated digital and direct mail reported improved ROI as a result. This includes:
- Consistent branding. When your digital and direct mail match (design, messaging, and tone), you amplify the brand-building of both.
- Links to lead generators. Enticing Calls to Action with QR Codes can generate inquiries, and emails can nurture these leads.
- Social media callouts. Thumbnails, teasers, and QR Codes can successfully drive mail recipients to follow you on social media.
- Cross-marketing. Digital editions of your newsletter or publication are valuable assets for your blog, emails, and social media.
AGENT ACTION
Why is direct mail’s ROI so high? Because it’s printed and sent to mailboxes!
It sounds simplistic, but because mail is physical and uses the US postal system no other channel can compete with its reach, deliverability, and open rate. 94% of US homes have a mailbox and 70% of recipients open mail the day it arrives (Lob 2024). Here are the best ways to maximize these advantages as an agent:
- Blanket whole routes, not just certain homes. Don’t be tempted to only target “hot” leads, at least not with your main mail piece. This builds brand trust before homeowners are ready to sell, and mail is the only way to reach them all! You can exclude apartments from third-class “carrier route” mailings and still pay the cheapest postage, whereas a targeted list requires 60% more postage. Farming by carrier route is the best strategy and by far the best value.
- Demonstrate your leadership, community ties, and market know-how by sending mail that resonates and informs. Expertise and trust are everything to sellers.
- Make sure your mail tells a compelling story and has a well-oiled system behind it. Give prospects a good reason to open and anticipate it, and use email, phone calls, and events to nurture inquiries. See Section 4 for more.
2. Digital Fatigue Is Making Mail More Powerful
Digital fatigue is severe and affects all generations. Even Gen Z (who grew up with screens) wishes society was less “plugged in.” This is why, despite having the most advanced digital marketing options in 2025, direct mail continues to dominate.
- Forbes (2024): Consumers are inundated with emails, SMS texts, social posts, and online ads, but receive a relatively small amount of marketing mail daily.
- Franklin Madison (2025): When it comes to advertising, print magazines or newspapers rank #1 for enjoyment and postcards or letters rank #3. SMS, email, and website ads rank lowest.
- Lob & Comperemedia (2024): 46% of consumers report receiving too many emails, compared to just 23% who feel they receive too much direct mail.
- Harris Poll (2024): A staggering 65% of Americans wish they could return to a time before everyone was “so plugged in,” including 75% of Millennials.
- Deloitte (2023): More than half of Gen Z and Millennials and a third of Gen X and Boomers worry device usage is harmful to their well-being.
Millennials have the highest desire (75%) to return to a time before we were so plugged in, according to a recent Harris Poll.
They were in their teens or twenties when the iPhone was introduced. Like Boomers and older Gen X-ers, they have clear memories of crowded malls and payphones, but unlike their parents they were quick to create social media profiles and download MP3s.
Millennials were the most eager generation to adopt new technology, and now they seem to be the most exhausted by it. But every generation wishes we weren’t so plugged in.
Digital fatigue is widespread and severe, making tactile marketing like mail more impactful than ever.
AGENT ACTION
The average inbox gets 81 to 117 emails per day (Radicadi 2025, Microsoft 2025). Many bounce or get filtered out, and only about a fifth of delivered emails get opened. Last year just 2.62% of emails sent via Mailchimp got a click-through (Mailchimp 2025).
Contrast this to direct mail’s 70% same-day open rate (Lob 2024). As digital fatigue rises, physical mail continues to get off-the-chart engagement.
Keep this sentiment in mind when developing your mail campaigns. Aggressive “read me” tactics may be necessary on a fast-scrolling screen, but they can be counterproductive in print. Remember: you’re not competing for clicks; you just need to give people a good reason to continue reading.
Send mail that’s authentic, inviting, and valuable, like a local newspaper-style publication. Newsprint is either a nostalgic or novel sensory experience (depending on the audience), and content-driven mail captures attention without feeling pushy.
3. Mails Solves the “Zero Click Problem”
We used to have a clear roadmap for driving web traffic. Now, keeping up with Google’s algorithm feels futile and even the best SEO efforts are less fruitful.
In fact, today most web searches yield no clicks at all. Marketers call this the “Zero Click Problem.” Google answers most queries instantly (“AI Overviews”) and crowds out website results with sponsored ads, images, videos, and product listings. And when a user does click, often they go to a Google-owned site like YouTube (Datos 2024).
But the real nail in the coffin for search is AI: soon one billion unique users will visit ChatGPT weekly, representing a massive shift from “Googling” to “asking AI.”
- Datos & Sparktoro (2024): Last year, nearly 60% of searches resulted in no click. Of the clicks, 29% went to a Google site, 1% to an ad, and 70% to the open web. Overall, just 29% resulted in an unpaid click outside Google.
- Conductor (2024): for industries like real estate, only 33% of traffic came from organic search last year. Most visits came from direct marketing, backlinks, and ads.
- Wall Street Journal (2025): Since the introduction of Google “AI Overviews,” Business Insiderand the Washington Post saw “steep and sustained drops” in traffic.
- Passionfruit (2025): Hubspot and Forbes saw their Google traffic plummet in 2025. Google itself says further declines are “inevitable” due to AI and voice assistants.
The solution? Direct marketing, including direct mail. It delivers your message (and website) right to prospects, taking Google and ChatGPT out of the equation.
AGENT ACTION
Mail is the ideal way for real estate agents to market directly to prospects. Unlike email, SMS, or digital ads, it can go to every home you want to reach without needing emails, phone numbers, opt-ins, or even names.
As search engine traffic declines, direct mail can drive people to your site. Use engaging content, strong offers (see Page 16), and QR codes to get visitors and turn them into leads.
Once you have your prospect’s email address or phone number, you can send additional, more personalized direct marketing. In addition to nurturing prospects for conversion, these touchpoints also drive traffic. This improves your web search ranking AND reduces your dependence on web searches!
Mail Is the Only Way to Reach Every Home in Your Farm
No digital ad platform can reach every homeowner in your farm consistently. Only direct mail lets you blanket an entire route, build top-of-mind awareness, and own your neighborhood over time.
Better yet, they have to touch it. Even if it ends up in the recycling bin, there’s always a moment of interaction—and when that mail is well-designed, valuable, and consistent, it sticks.
4. Direct Mail Sticks in the Brain
People are used to receiving advertising messages on a screen, but neuroscience shows print embeds itself deeper in the brain. This can influence decisions weeks, months, or even years later, especially with repeat touchpoints. For the same reasons flashcards and pen-and-paper help us learn learn and recall information, we remember physical marketing more accurately than digital.
Direct mail requires 24% LESS BRAINPOWER and can be recalled 70% MORE OFTEN (Canada Post)
Neuromarketing research also shows that when the same product or service is advertised in print and digital, the print version feels more valuable and desirable. Recipients take messages more seriously when they cost time, effort, and money, and they perceive the product or service to be worth more too.
- Temple University & USPS Neuromarketing Study (2019): Print outperformed digital in review time, emotional responses, memory speed, desirability, and perception of value.
- Quad/Neuro-Insight (2023): Physical mail activates long-term memory, encoding 49% more information than email and 35% more than social media ads.
Unexpected finding: Millennials and Gen Z processed print faster and spent more time engaging with it than Gen X and Boomers, according to the Temple University study.
AGENT ACTION
People assign more value to what they see in print. This means your value proposition and expertise carry more weight through direct mail than through digital-only channels.
Direct mail also evokes stronger emotional responses and faster recall compared to digital ads. Lean into this emotional advantage with compelling visuals and messaging:
- Relatable stories and photos from real clients you helped in the neighborhood
- Heartwarming features about the animal shelter or food bank with big images
- A local real estate update addressing the pain points sellers are facing and how YOU can help solve them
- Photos of your listings and sold homes, showing YOU are the expert who can help
Because mail imprints itself more firmly in readers’ minds than digital ads, you get more mileage out of each touchpoint. This is especially true when you send relevant, local content that draws homeowners in.
5. Direct Mail Gets More Responses
Direct mail continues to deliver some of the strongest response rates in marketing. According to the ANA/DMA Response Rate Report, direct mail achieves an average response rate of approximately 2.7%, and reaches as high as 5–9% depending on the industry and list.
In comparison, email typically averages around 0.12%, which means direct mail can drive 22 times as many responses.
The advantage becomes even greater when direct mail is combined with digital efforts. Multi-channel campaigns pairing direct mail with email or online follow-up can increase response rates by up to 63%, website visits by 68%, and overall leads by 53%. This hybrid approach leverages the tangible impact of physical mail with the speed and scalability of digital.
AGENT ACTION
Real estate requires a patient direct mail strategy. Getting cold listing inquiries is harder than getting event registrations and pumpkin orders. Use a variety of offers to generate leads before the selling stage so you have time to build trust and relationship.
6. Younger Homeowners Actually Prefer It
It’s not just Boomers. Younger generations check their mail regularly, and most review or open all of it.
In 2023, Keypoint Intelligence surveyed younger generations about mail. They found that 59% of Gen Z and 54% of Millennials check their mail daily or every few days and the remainder check it twice weekly or less often. Surprisingly, Gen Z is more likely to do a daily mail run than Millennials (43% vs 36%), but both generations check it less often than Gen X or Boomers.
However, like older generations, most younger adults at least review every piece of mail. In fact, a full 30% of Millennials open every piece every time, and only 11% report tossing mail without looking at it.
According to USPS generational research:
- 93% of Millennials and 92% of Gen Z read direct mail from local businesses
- 73% of Gen Z say they’d be disappointed if they stopped receiving mail
- Millennials spend the most time engaging with physical mail—more than older generations
Want to connect with first-time sellers or move-up buyers? Mail might be your secret weapon.
AGENT ACTION
The stereotype that “only older people read mail” is false. Younger homeowners are not only receptive to direct mail, they enjoy receiving it.
For real estate agents, this means direct mail is a channel that bridges generations and makes your marketing dollars work across the full spectrum of potential clients.
7. Direct Mail Drives Real Action
In a 2024 study by Lob and CompereMedia:
- 64% of consumers said a piece of direct mail prompted them to visit a website or physical location
- 70% read their mail the same day
- 68% engage more with personalized, relevant mail
Even better? Consumers save helpful direct mail. The right message can stay on the kitchen counter for weeks—something fleeting digital messages can’t offer.
AGENT ACTION
Direct mail combines awareness building with lead generation. A market report or community publication sits on a coffee table long after a digital ad is forgotten. Many recipients will call or scan a QR code for more information, giving agents a direct pipeline to motivated prospects.
How Top Agents Use Direct Mail to Build a $50M, $75M, or $100M+ Business
1. They Stay Consistent
Whether monthly or every 6–8 weeks, top agents mail year-round. Not just when they have a new listing. Not just during the busy season. Consistency builds familiarity. And familiarity breeds trust.
2. They Show, They Don’t Just Tell
We call it “expertizating.” These agents use their mail to explain market conditions, educate homeowners, and offer real value—not just brag about past sales.
Their message is: “I’m not just a real estate agent—I’m your local market expert.”
3. They Make It Local and Relevant
Generic content gets tossed. But hyper-local stories, neighborhood stats, and relatable homeowner tips? That’s what people want to read—and it’s what gets remembered.
4. They Include Enticing Calls to Action
A strong direct mail piece doesn’t just sit pretty. It invites response. The best agents include:
- Free home value offers
- Seller guides
- QR codes or shortlinks
- Easy contact info
- Seasonal tips that tie into their services
5. They Connect Print to Digital
Mail isn’t isolated. It’s a gateway. Great agents repurpose their printed content on social media, link mail to their website or email funnels, and brand consistently across every touchpoint.
Print and digital aren’t rivals—they’re teammates.
What Kind of Mail Works Best?
Postcards work, but they’re just the start.
Use postcards for quick hits: Just Listed/Sold announcements, special events, or algorithm-driven targeting. But they don’t build trust on their own.
Long-form content builds relationships.
We produce custom, 12-page newspapers for agents, packed with content homeowners want to read. These tabloid-size publications:
- Stand out in the mailbox
- Stick around on kitchen counters
- Position you as the go-to expert
That’s why our clients stick with us for 5, 10, even 15 or more years and why they become the top agents in their farms over time.
Direct Mail Works When You Work It
If you’re serious about listings, market share, and long-term success, you can’t ignore the power of direct mail. Especially now.
The mailbox is primed, the science is clear, and the opportunity is huge.
Whether you’re breaking into a farm or ready to grow your brand, a consistent, content-driven direct mail strategy can set you apart—and keep you top-of-mind when your neighbors are ready to make a move.
Want to See How It Works?
- Schedule a strategy call with the team at Discover Publications
- See sample publications from agents just like you
Sources:
- Forbes (2024): The Direct Mail Revival
- Temple University & USPS Neuromarketing Study (2019)
- ANA Marketing Response Rate Report (2024) (summary)
- Franklin Madison Direct Mail Benchmark Report (2025)
- USPS Generational Mail Report (2020–21)
- Lob & CompereMedia: State of Direct Mail (2024)
- Quad Insights: Direct Marketing Revolution (2023)
