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 recent statistics say no.
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.
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 and direct mail is at the top of this list.
A late April Valassis survey found that 30% of consumers are spending more time reading the direct mail marketing pieces they receive.
There is an art to creating an effective postcard marketing campaign, 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, ProspectsPLUS! offers a 3 extra closing guarantee when you Schedule a one-year SOI Campaign.
Postcards are also 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 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 the list and the better the response will be to your real estate direct mail campaign.
Absentee owners have been a popular target market this year. A targeted list of absentee owners in your local market can be easily created with the MapMyMail search tool (just select the “absentee owner” radio button in step 2).
We offer a number of brilliant Absentee Owner postcards as well. Make your marketing easy by scheduling an automated Absentee Owner Campaign.
Prefer targeting buyers?
Why not bring YOUR OWN buyer to the table. NAR states home buyers move within 15 miles of their last location. This means there’s a good chance your farm’s home buyers are renters located in the same area.
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.
Ready to launch a targeted direct mail campaign?
Did you know our Farm, Get More Listings Scheduled Campaigns are currently on sale 10% OFF the first month?
TO LAUNCH A GET MORE LISTINGS CAMPAIGN:
Hit “CLICK HERE”, below (from a desktop or laptop computer) and choose the Get More Listings Series of postcards.
USE PROMO CODE: LIST10 to get 10% Off at check out.
And, remember, YOU DON’T PAY for each mailing until it actually goes out (cancel or change each mailing up until the night before it goes out). This sale expires on 9/18/21.
Please reach out to our support team at 866.405.3638 with questions or if there is anything we can do to help you with your success.
PLUS: When you have time…below are some helpful tools to support your success.
1. 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
2. The Free Interactive Real Estate Business Plan
The Free Interactive Real Estate Business Plan allows you to enter your business goals for this year and get a breakdown of how many prospects, listings, closing, and so on are needed to reach your goals. – Click Here
3. The Automated Way to 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.
4. 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
5. The 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