Daily printout: April 3

Real estate agent Lillie Tobash knows the value of creative mailings to cultivate and maintain clients.

She has worked in the profession for 23 years and is a licensed agent in Virginia and North Carolina for Coldwell Banker.

“I belong to two professional organizations that focus specifically on relationship-based real estate. The core philosophy is working by referral through consistent, meaningful connection, and one of the ways we intentionally set ourselves apart is through personal mail,” Tobash said.

In addition to handwritten notes, Tobash mails coupons from local businesses, neighborhood newsletters and postcards on timely topics to her clients.

“The goal isn’t just marketing — it’s staying present in a way that feels personal and thoughtful,” she said.

She also mails tips about topics such as household management, pet care and searching for a job.

“When you do so, not only does it surprise and delight the recipient, but it also shows you care and value the relationship,” she said.

Real estate companies and organizations often provide money to their agents to do monthly mass mailings. Tobash sends at least 100 flyers a month — and includes a personal note.

“I also use the mail for invitations to open houses. I’ll write notes to neighbors to let them know I’m having an open house on this day and time and would love for you to stop by. It’s helpful to have both prospective buyers and neighbors come,” Tobash said.

Agents find these kind of efforts help build trust and referral business, she said.

“At the end of the day, mail slows us down to remind people they matter — and in a relationship-based business, that makes all the difference. I get the biggest bang for my buck by mailing personal notes,” Tobash said.

The National Association of Realtors, a trade association, offers advice on how to create a direct mail marketing campaign.

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