Читать книгу Direct Mail in the Digital Age - Lin Grensing-Pophal - Страница 19

Clothing can be sold readily via direct mail because it’s relatively easy to describe or illustrate through photographs. However, selling houses through the mail is more challenging. Why? Because houses are more complex and require more personal involvement on the part of the buyer to make a decision. In fact, the need for involvement tends to increase along with the dollar value of the item being considered for purchase. The higher the cost, the more the consumer will want to have an opportunity to see, examine, experience, and ask questions about the product. That’s more than you can hope to do through a single direct mail effort.