The reality is that there's nothing quite like the power of a direct mail postcard to deliver your message. Whether you use it as an information resource, promotional piece, or both, the postcard will generate high-quality leads and real estate transactions virtually impossible to duplicate online.
It's always been true that homes sell more quickly when properly presented using effective marketing materials. It also remains true today: Homes sell faster and for more money when you use direct mail postcards for marketing.
Postcards are a proven communication tool that doesn't require you to spend money on expensive mailing lists or print runs. Unlike websites and email, postcards deliver results quickly and costless.
However, the power of postcards hasn't diminished because there is now more technology available to communicate with consumers than ever before. If anything, the growing abundance of digital channels has only helped postcards remain the best communication tool for home sellers.
Postcards are more relevant than ever before. Email and websites don't work quite like they used to. The pervasive use of smartphones and tablets, multitasking, and social media have changed consumers' behavior - and it's worse than we think.
These devices take our hands off the wheel and teach us, rather than us teaching them what works best from one moment to the next.
What Makes Postcards for Real Estate So Effective?
1. They Provide Relevant Information About a Specific Neighborhood
Because there is no universal specification for a postcard, your real estate mailers can include almost any location around the country or even around the world.
It can describe a specific piece of property, state that the owner is moving in a few months or has already moved, or provide information about schools for the residents of nearby communities.
The great thing about this approach is that you have to tell your story through your real estate postcard, a story that nobody else has heard, to deliver your message to your prospects.
2. Showcase Your Expertise in One Mailer
If the message is the most powerful form of advertisement, then a direct mail postcard will deliver your message more effectively than any other advertising medium.
You get to control the message specifically for each postcard you send out. If a pre-approved list of prospects responds, your real estate postcard delivers your message effectively and quickly. If it goes unanswered, you know it delivers to the right audience, and that's great even if it goes uncalled.
Including your head shot, client testimonial, and recent market data shows you are the expert in the area and reinforces your message on the postcard.
3. Being Different is Good
Instead of following the current trend, real estate mailers allow you to stand out from other agents in the area by offering something different. Sending a postcard to places within driving distance of your clients' homes is an excellent way to differentiate yourself from other agents and impress buyers in the area with your real estate expertise.
Your real estate postcard will stand out from the stack of envelopes on your prospective clients' kitchen counter. It may be the only piece of mail that will ultimately wind up in their trash bin, but it will get noticed. The incredible thing about direct mail is that you can use this to your advantage.
If you can craft a message that's so unique and interesting to your prospects that they're likely to overlook the postcard's traditionally poor response rate, you're more likely to stand out.
Tips for a Successful Real Estate Postcard Campaign
Once you've determined the type of information that you want to communicate to home buyers and sellers, there are some ways to make that process as painless and effective as possible.
The message you will eventually send on your real estate postcard will be somewhat unique, but here are a few tips for creating a successful message that captures the attention of your prospects:
1. Use Professional Postcard Templates
When you take the time to create a professional-looking real estate postcard, your prospects get the impression that your professionalism is pure. You may not receive a call about this particular postcard as quickly, but you will get a better response rate from your prospective clients.
Many real estate postcards include head-shots of the agent and client testimonials used in other marketing materials. Ensure that your clients view these elements as valuable branding tools rather than spam.
2. Mail Them Consistently
Every month for a year, at least once per month, send a postcard to your prospects. It will take the pressure off of prospecting and give you the time to keep in touch with them.
This approach also helps you cultivate a relationship with your clients by giving them the impression that you are genuine and knowledgeable about the area. When it's time to sell their homes, they'll feel comfortable knowing that they have a trusted real estate professional.
3. Use High-Quality Images
You may need a professional photographer to take the photos you will use on your real estate postcards. As a seller, you want your home to look amazing in every photo. And as an agent, you want to make sure that every detail of your client's home is featured.
However, you can still get amazing photos at an affordable price. If you take the time to find your photographer, it can give you an advantage over your competition.
4. Strong Call-to-Action
Most postcards have a strong real estate call-to-action phase, but you can make yours even stronger with little details that your prospects won't expect.
Making your call-to-action stand out on a postcard is also essential because you can include more information on the card if it isn't covered by your address and return address. A first impression might be all of the information your prospect needs before making a move, so it's nice to give them another one.
Final Thoughts
These cards have been shown to work time and time again, as they help agents make an immediate connection with prospects. Real estate postcards are a practical addition to any marketing campaign: they get your name in front of your potential clients consistently, and their social media share ability can attract the attention of people outside of your local market.
If you choose to use them to advertise your real estate services, make sure you're sending them out consistently for an entire year so that the momentum doesn't stop.
