[Real Estate Brokerage Success Story] Shifting from Direct Mail to Form-Based Sales: Consolidating 30% of Labor into "Strategic Design" and Achieving a 15% Unique Visit Rate

FUTUREWOODS Co., Ltd. (Headquarters: Bunkyo-ku, Tokyo; Representative Director: Hayato Obama), provider of the sales support tool "FutureSearch," has released a case study of Company D, which handles lease brokerage for large office buildings in the Tokyo metropolitan area.

[Click here for details and the full case study]
https://www.future-search.jp/guides/real-estate-agency-case-study

■ 30% of Monthly Labor Was Consumed by DM Shipping
Company D regularly handles about 20 large-scale buildings and primarily conducted sales using direct mail (DM) letters targeting corporate general affairs managers and office heads. However, shipping DM to 100 companies per building took approximately two days, and more than 30% of monthly sales labor was spent on tasks such as printing, enclosing, and shipping. Furthermore, response rates continued to decline, and the company faced the challenge of being unable to allocate sufficient time to target refinement.

■ A Single Message Received in Their Own Form Triggered the Change
The catalyst for the change was a single sales message received through Company D's own inquiry form. Realizing "this is the modern way of sales," they discovered FutureSearch during their information-gathering process. The deciding factor for adoption was the fact that everything from collecting target company lists by setting conditions such as industry, region, and employee size to sending messages to each company's inquiry form could be completed automatically.

Printing, enclosing, and mailing are entirely unnecessary, and messages arrive on the same day they are sent. Because inquiry forms are official corporate contact points that personnel check daily, they have a higher thorough-reading rate compared to physical DM, with no risk of being discarded unopened. The time required to approach 100 companies was reduced from two days to just about two hours.

■ Targeting Only "Companies Currently on the Move" with 4-Layer Filtering
Leveraging the reduced labor time, Company D constructed a four-layer targeting design tailored to building characteristics.

① Area Strategy
The three central wards of Tokyo (Chuo, Minato, and Chiyoda) were set as the highest priority areas...