Consumer insights – direct mail and people interested in property

The housing market enjoyed a brief recovery in 2009 and early 2010, but the last few months of 2010 have seen house prices fall again. This MMC report provides an overview of the UK property market as we enter 2011. It uses Billetts, TGI, Mintel, Nielsen and BMRB research to reveal the effect of the current climate on property advertising and why direct mail is an effective channel for reaching property buyers and sellers.

Key findings include:

• 82% of people interested in newspaper articles on property will open their mail if they feel it will provide them with useful and relevant information.
• Around three quarters of people interested in property welcome mail rewarding their loyalty.
• High responders to direct mail are more likely to be about to buy or sell a property.
• 16-34 year olds only receive 20% of property mailings.