Ah, the humble postcard. So simple, yet filled with so much power.
For a time, it appeared that the selfie would replace the non-business postcard, but the pandemic has changed that.
In fact, in the recent Harris Poll Essential 100, Americans named the U.S. Postal Service as the number one most essential business in the country.
It has become “… this years hero. In times when the simple act of writing and sending a personal note has become a powerful link to connect people and communities who have to remain apart,” according to Ronan Leonard at irishtechnews.ie.
Never has this been more evident than in the real estate industry, which is seeing a resurgence in the use of “time-tested” marketing methods that allow agents to communicate while maintaining social distancing.
A late April Valassis survey found that 30% of consumers are spending more time reading direct mail marketing pieces than they did pre-pandemic.
There is an art to creating effective marketing postcards, though.
No, it’s not difficult, but there are certain strategies that work better than others. Let’s take a look at the most important of these.
It all starts with your audience
A Scheduled SOI Campaign is ideal for keeping in touch with your past clients and other VIPs in your sphere. And right now, ProspectsPLUS! is offering a 3 extra closing guarantee when you Schedule a one-year SOI Campaign.
Postcards are ideal for another type of lead generation – niche marketing. Decide on who it is you want to attract, buyers or sellers, and more specifically which niche of buyers and sellers, and launch a campaign.
The narrowing down of possible leads to focus on helps the rest of your marketing plan go more smoothly and increases your potential ROI.
If you’re looking for listings, find out the median duration of homeownership in your area. “ATTOM Data Solutions’ most recent U.S. Home Sales Report shows that homeowners who sold in the second quarter of 2020 had owned their homes an average of 7.95 years.”
As we know, all real estate is local, so if you can find the data for your area, rely on that instead of the national numbers.
For instance, ATTOM also finds that homeowners in five Connecticut cities have the longest tenure, while those “… in Colorado Springs, CO … Oklahoma City, OK … Grand Rapids, MI …Denver, CO … and Minneapolis, MN had the shortest.
This information helps you narrow your mailing list even further. You’re now looking for homeowners who purchased their homes at least six years ago (or whatever number is appropriate for your market).
How far back should you go?
“If someone bought last year or 30 years ago, they’re probably not looking to sell,” according to James McGrath, co-founder at Yoreevo in NYC.
“You want to be in that sweet spot of owners of 5-7 years,” he concludes.
The more you drill down in demographics, tenure, and the like with tools like the Demographic Search Tool (for niche marketing) and MapMyMail (for radial and pinpoint polygon lists), the more targeted and the better the response will be to your real estate direct mail campaign.
You might also want to add absentee owners to your prospect list. As you know, the pandemic is particularly hard on them and many are most likely considering getting out of the land-lording business.
Prefer targeting buyers?
Geographic farming in some of the most popular apartment and condo complexes in your market is a good place to start. Narrow the search to tenants between the ages of 30 and 49. You might also want to narrow your target audience further, according to income.
Turbocharge your Just Listed postcard campaign by adding a renter prospect list –with the push of a button
Why not bring YOUR OWN buyer to the table by adding a renters mailing list to your Just Listed postcard campaign.
NAR statistics state home buyers move within 15 miles of their last location. This means there’s a good chance your listings home buyers are renters located in the same area.
Adding a renter list to your just listed campaign is now super easy. Just click the yellow “add renters list” button in the right vertical column on the proof page of your Just Listed campaign order.
Ready to target a niche of sellers?
Create an absentee owner prospect list using the MapMyMail tool, then send a series of postcards from the Absentee Owner Series.
To learn more, watch the video (below) on how to launch an Absentee Owner campaign in just minutes.
PLUS: When you have time…here are some helpful resources we’ve made available to support your success.
1. Become a Neighborhood Brand
Become branded in a specific neighborhood with a 12X15 marketing piece sent automatically each month to an exclusive carrier route. Watch this video to learn more or Click Here.
2. The Free Real Estate Mailing List Guide
The Real Estate Mailing List Guide outlines the top tools for generating targeted prospecting lists including Baby Boomers, Empty Nesters, Investors, Lifestyle Interests, High-Income Renters, Move-Up Markets, and more. The Guide also defines done-for-you marketing campaigns to match these markets. –Click Here
3. The Free 12 Month Done-For-You Strategic Marketing Plan
The Real Estate Marketing Planner is a powerful 12-Month-Guide that strategically defines what marketing to do when. Four key market segments are included, Niche Marketing, Get More Listings, Geographic Farming, and Sphere of Influence. –Click Here
4. The Free One-Page Real Estate Business Plan
Treat your business like a business it is vital to long-term success in this industry. Some agents may put together elaborate business plans, yet there’s something powerful about keeping it simple. Check out our one page Online Real Estate Business Plan. – Click Here
5. Become a Listing Legend Free eBook
Ready to take a vertical leap in your real estate career? If you’re looking for inspiration…and the tools and methods to dominate a market and go to the top in real estate…you’ll find them in this free book. – Click Here
6. The Free Online ROI Calculator
Consistency and automation are the keys to success. Discover how effective direct mail marketing can dramatically increase your bottom line. Enter your statistics in our Free online ROI Calculator and click the ‘CALCULATE MY ROI’ button to see your results instantly! –Click Here
7. The Free Real Estate Marketing Guide “CRUSH IT”
The “Crush It” Guide includes easy steps to launching an effective direct mail marketing campaign, how to create a targeted prospect list, the perfect way to layout marketing materials for success, seven opportunities available to target in your area right now. –Click Here