If you’re considering a direct mail campaign, it is best to break it down into smaller, actionable steps to achieve the best results. Real estate agents and marketing specialists often turn to postcard marketing for a simple reason. It’s an effective, frugal way to reach prospects and stay connected with current clients.
Postcards are inherently cost-effective. It’s a small, rectangular mail piece that doesn’t require an envelope. More paper equals more expense. The shape is also important. The USPS automated sorters quickly process this size of mail due to its popularity.
The postcard mailer is genuinely the Swiss army knife of direct mail marketing. But how do you make your real estate postcard marketing effective? Here are the key questions to consider.
Who is your intended interest group?
The first and more important step to an effective direct mail marketing campaign is determining your ideal audience. Several factors define audience groups, including socioeconomics, geography, interests, household size, and lifestyle.
The more you know about your audience, the more successful and influential your real estate direct mail marketing campaign will be. Ask yourself these questions:
- Where does your ideal audience live?
- Where do they want to live?
- What do they do for a living?
- What is the average household income?
- Are they young or mature?
- Do they have children? Are they single or married?
- Are they first-time buyers or homeowners?
Look at your current client base’s demographics to help guide your answers. Alternatively, if you’re looking to reach a new market, consider who is the opposite of your typical client.
Who is on your mailing list?
Ideally, you should have different mailing lists and mailers for each audience you are trying to reach. If you only have one audience type, you should customize it for that particular group.
The more customized your postcard, leaflet, or flyer, the more it will connect with your audience and improve their chance of acting on your offer. For example, you can’t expect to communicate with a group of first-time buyers by showcasing the high selling prices you could achieve on past listings. Instead, show this group a set of homes for sale in a desirable neighborhood or for a reasonable price.
How are you going to tell your story?
One of the chief reasons people react so well to real estate direct mail marketing is that it's closer to home than electronic correspondence. Distinguish which sort of mail you will send, to which people, and the content to incorporate.
Your message, call to action, and imagery all play an essential role in how your audience receives your real estate direct mail marketing.
There are many formats, but postcards are a great choice to attract new clients. Postcard notes are ideal for sending thanks and well wishes to past customers. They help show those you have worked with you value their business and care about connecting with them even after their transaction is complete.
After choosing the mail format, make sure your message is suitable for your audience. Make sure to double-check your grammar, spelling, and punctuation, too. Nothing gives a worse professional impression than misspellings and errors.
Now it’s time to focus on your visuals. Pictures are vital. Showcase past or current listings that help potential buyers see themselves living in that beautiful home. Even if you were the listing agent, make sure to pay attention to usage rights for all imagery. If you purchase a stock image, you’ll be covered. If you’re using past images a photographer has taken, you’ll need to verify that you own the rights to those photographs in your marketing.