Real estate postcard marketing is an economical method of delivering a tangible and eye-catching message to a specific audience. It is a powerful tool for attracting and keeping customers because of its immediate impact and high visibility. Postcards are useful for increasing traffic, creating leads, and establishing brand awareness.
Compared to other traditional forms of advertising, a real estate postcard is far more affordable with a high ROI, allowing you to stay in touch with local prospects and gain a reputation as a trusted local expert. The following tips help you get more leads and repeat clients through your postcard marketing strategy.
Why Real Estate Postcard Marketing Still Works?
This digital age has changed every marketing strategy to the point of extreme overkill. Almost every business now uses email campaigns, social media marketing, and online advertising strategies. However, the problem is that these strategies no longer work as well as postcards. The majority of potential customers either completely disregard them or consider them to be spam.
Using real estate postcards means applying a special physical tool that is customizable, affordable, and adaptable. This simple but useful marketing material can help you target a specific neighbourhood and generate new leads from that area. People react better to tactile and visible tools rather than an online ad or email, which can be easily ignored.
4 Postcard Marketing Practices That Drive Real Leads
1. Plan Ahead
Direct mail marketing is a long-term investment. If you have never sent out postcards before, begin by choosing the target market. Next, gather precise details such as the mailing address or zip code of those whom you targeted. Then, come up with a few design ideas, content, and sizes to test them out. This helps you know where to grow the campaign from. Decide on the number of doors to include and the date your postcards are supposed to be delivered to prospects’ mailboxes. Finally, evaluate the profitability of the marketing strategy based on the response generated, that is, the number of leads generated and properties listed.
A lasting, positive first impression is half of the victory. To see what colour scheme, tone of voice, and design work best for you, choose two or three comparable groups of prospects of the same size. Then, send postcards to each group with a different concept. The concept that outperforms the others shows you how to touch your audience’s heart to produce the results you wish for.
2. Find the More Profitable Areas
The wider your real estate farm, the more leads and profit you generate. However, most agents find it very costly to invest in a wide geographic farm. Rather than wasting your money by sending a postcard to every living soul in the area, focus on attracting those people who are ready to buy or sell. It’s a clever idea to narrow down your targeted real estate market. Turnover rates let you know which neighbourhoods or ZIP codes are the best to target.
3. Tailor Your Postcard to the Market Needs
No two farms are alike. If you focus on more than one demographic or neighbourhood, avoid using a one-size-fits-all strategy for your postcard campaign. To know how to increase your visibility in each area, you first need to spot the differences. Learn about the average age and income of residents, the approximate percentage of homeowners, and anything unique about each neighbourhood, such as a dominant industry or the current pain points local home buyers are experiencing.
To expand your knowledge of the target market, follow the latest news about the neighbourhood, read local real estate blogs, and follow the relevant social media pages. Such information gives you valuable insight into how to approach your audience and what to pay attention to when customizing your real estate postcard.
4. Do It as Other Agents Do
Did you receive a real estate postcard from a competitor? Hey! Don’t be quick to get rid of it! You’d better study it carefully to know how your fellow agents market themselves, especially successful real estate agents focusing on the same market as you do. We aren’t talking about copying and pasting someone else’s idea but learning about tried-and-true ideas to get new leads and retain existing clients. Keeping another agent’s postcard has another advantage, too. One of your colleagues likely offers something one of your clients is looking for. Building good relationships with other agents in the neighbourhood allows you to work with them on real estate transactions.
Mistakes to Avoid in Creating Real Estate Postcards
Your real estate postcard campaign will produce the best marketing outcomes if you select the ideal layout, premium print products, and tailored, relevant information. To reach your target clients, try to avoid these mistakes:
Badly Designed Postcards: Don’t overload the recipients with too much text, pictures, or intricate layouts. Put readability first and make good use of white space to produce a neat, polished appearance.
Low-Quality Images: Low-quality photos on your postcard can have the same detrimental effects on engagement and credibility as a blurry listing photo. Use high-quality images that best represent your brand or the property.
Missing a Clear Call to Action: Sending a postcard alone won’t let recipients know what you want them to do. Say something like “Call for a free consultation,” “Visit my website,” or “Schedule a viewing” as a specific call to action.
Neglecting Your Target Market: Make sure that your design and message speak to the particular audience you are attempting to reach. Consider their interests, preferences, and needs when crafting your postcard.
Ignoring Contact Details: By providing your phone number, website, or email address, you can make it simple for recipients to get in touch with you.
Ignoring brand identity: Building recognition and accurately expressing your brand identity are the goals of your postcard. In all of your marketing materials, make sure your logo, colours, and design components are used consistently.
Not Following Up: Sending a postcard doesn’t mean the task is finished. After recipients have received your postcard, get in touch with them again by phone, email, or further mailing.
Using Deficient Printing Supplies: Make a lasting impression by investing in superior printing materials that will stand out. A strong postcard with well-printed details can project professionalism and worth.
Final Words
Real estate postcards are more than just a piece of paper in the mailbox! By including a well-designed layout, a good CTA, and proper info, you can create a stunning lead generation tool for the benefit of your business. Start with ordering top-notch real estate postcards from AgentPrint.com, which is one of the best online print shops to purchase high-quality, professionally designed, and standout postcards.