And that's where many companies trying to practise permission-based marketing today are falling down, he says. The technology is all there, but people don't have their act fully together to access their databases properly. If, for 3 months, I've never used my e-mail function, either tell me more about how to use it or an immediate way to get out of it. Also, the response rate. Then look at speed.
Direct mail takes four weeks.
We get about 80 per cent of our leads within 48 hours. Then there's return on investment. There are still some questions, though. The information may eventually even come in another language, if the agent serves, say, a large Asian population. There are incentives, too, such as loyalty points for showing clients Tridel properties.