MMC>Knowledge centre>Facts & figures>Consumer insights – direct mail and people interested in property
Consumer insights – direct mail and people interested in property
Author: MMC
Date: 01 July 2009
House prices fell by 16% in 2008, marking the end of a decade of sustained growth. The strengths and weaknesses of the mortgage market are assessed in this 2009 MMC report. It uses 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:
97% of people interested in property who are thinking about buying a particular product will open a mailer about it.
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 17% of property mailings.
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