Postcard Marketing Strategies for the Real Estate Industry
A study performed by tech-giant Microsoft found that the adult attention span is just eight seconds. If you’re fighting for a consumer’s full attention you need grab their attention and convey information about your business . . . quickly.
Real estate postcards are perfect for grabbing the ever-distracted consumer’s attention and creating brand awareness. They’re quick, easy, affordable and can generate hundreds of leads. Real estate postcard marketing is a very effective advertising method. Simple to send and high ROI; it’s the secret weapon used by successful real estate agents.
Real estate postcards allow real estate agents to market to their ideal demographic by geographic location or using by other determining factors, such as age or income. This provides agents with optimal leads. Postcards are better than sending out a traditional letter because most recipients don’t look much further than the envelope. A real estate postcard provides all the agent’s information and key points so that it’s readily visible straight out of the mailbox.
Planning Your Real Estate Postcards
Your mailing list is marketing gold. Before sending out your real estate postcards, clean up your direct mailing lists. Make sure your mailing list is up to date so you don’t waste any marketing dollars on bad addresses. Review the list and change or delete people that have moved.
Next, you’ll need to determine what geographic areas you would like to target. Direct mail postcards can be sent to very specific locations or to very large, general areas. Select your target demographic based on your real estate goals.
Finally, you’ll need to decide how many real estate postcards you will be mailing out. For example, they can be sent out quarterly, monthly or by season. Choose what mailing frequency will best fit your business needs.
Designing Your Real Estate Direct Mail Postcards
Remember what we said about the average consumer’s attention span? Your direct mail postcard needs to provide a big punch in a small, quick-to-read package. Get creative with your postcard so it’s not overlooked. Powerful, striking images work best. The image should entice the viewer to stop flipping through their mail, pause and take a look. Utilizing high-quality images will leave a lasting first impression.
When constructing the real estate postcard’s verbiage, consider what you’d like to convey to the reader. The message should be clear, concise and provide a strong call-to-action. For instance, you might encourage the potential client to visit your website to review your credentials or impressive track record.
Your postcard should also provide valuable information to potential clients. Tell them exactly why they need your services specifically versus any other agents. You might point out that you are a lifelong resident of the area, born and raised, and are therefore very knowledgeable about and invested in the community. Your services should solve the consumers’ problem and make their lives easier. The real estate postcard could also point out time saved using your services for fielding calls and home showings versus attempting to sell by owner.
A beautifully designed postcard can be completely lost in a stack of mail if printed on flimsy paper. Select high-quality, substantial paper for your direct mail postcards. The paper quality can reflect directly on the professionalism of your business. A glossy finish makes your images pop. A matte finish makes the message the standout.
Size does matter. Choose your direct mail postcard size but stay within the United States Postal Service’s requirements. USPS states that to qualify for the First-Class Mail postcard price, the postcard must be:
- At least 3-1/2 inches high x 5 inches long x 0.007 inch thick
- No more than 4-1/4 inches high x 6 inches long x 0.016 inches thick
Finally, the best way to make sure you’re getting a high return on investment is to track your leads. You can do this by listing a special offer that is only available on the real estate postcards. You could also provide a unique phone number for that specific direct mail campaign to determine how many leads were generated.
Graphic Media Solutions Can Reach Millions Of Your Target Audience
We can help you reach millions of consumers utilizing blended media solutions. Graphic Media Solutions will identify customers that fit your marketing demographic goals. GMS uses target marketing and mapping technology to prepare the mailing lists. We also help you keep a leg up on competing real estate agents by pinpointing your competition.
Streamline your direct mail marketing options with GMS’s media planning. Contact us today to learn more about our direct mail services.