Direct Reach: Faxing can bypass email spam filters and get directly in front of the intended recipient, especially in offices where fax machines are still regularly used.
Less Competition: Because fewer agents use faxing today, your message might stand out more than yet another email or cold call.
Local Targeting: Fax lists are often organized by location fax lists or office, allowing for region-specific campaigns.
Compliance with Do Not Call Laws: Faxing can sometimes be a workaround for strict phone marketing rules, but only if compliant with faxing laws like the TCPA.
Drawbacks
Low Engagement: Most people don't pay close attention to unsolicited faxes — many go straight into the trash.
Cost vs. ROI: Buying lists and sending faxes regularly can get expensive with little return if your messaging isn’t strong or well-targeted.
Legal Risks: There are strict laws (like the Junk Fax Prevention Act) that regulate unsolicited fax advertising. Violations can lead to fines.
Perception: Faxing can come across as outdated or even spammy, especially if not personalized or relevant.
When Might It Be Worth It?
You're targeting real estate offices (brokers, not just individual agents) that still use faxes.
You have a high-value offer (e.g., investment properties, commercial listings) that warrants a bold outreach method.
You're in a niche or local market where traditional methods are still trusted.
You’re combining faxing with other channels like follow-up calls or emails.
Pro Tips If You Try It:Use a clean, opt-in list to avoid legal trouble.
Keep your fax short and professional, with a clear call to action.
Track results to determine cost-effectiveness.
Avoid mass-blasting — personalize where possible.
Probably Not Worth It If:
You're focused solely on digital marketing.
You don’t have time or resources to ensure compliance.
You don’t have a compelling message or strong offer.
Bottom Line:
Fax lists can still be mildly effective in certain real estate niches — but for most agents, email marketing, social media ads, and direct mail usually provide a better ROI. If you do use faxing, make sure you're doing it legally, professionally, and as part of a broader marketing strategy.
Would you like help evaluating a specific fax list or drafting a sample message?