Real Estate Marketing Postcards Bring Buyers To You
While real estate buyers have overwhelmingly shifted to online media as the primary source of their home search, there’s still a place for real estate marketing postcards. Before you order a gross of them, it’s important to plan how and where you will use them. Here we’ve outlined some tips and tricks for making the most out of your postcard investment and getting the best possible returns for your effort.
Design is Key:
A good design is necessary for any visual ad, and postcards are no exception. The cards you send out should contain the following:
- Your name and headshot, on both sides
- Pictures of homes for sale
- A consistent brand image—make sure it aligns with your other marketing materials
- A market specific message—remember who you’re talking to
- A call to action—tell the recipient what they can do next.
Target Your Efforts
As with all marketing efforts, real estate marketing postcards should be directed at an appropriate audience in an effective manner. Here are some things to bear in mind:
- Target high-end markets, defined as the ones most likely to produce results.These include past clients, the neighborhoods in which you live and work, and any place in which you and your brand have recognition.
- Consider your message. Make sure listings and call to action are appropriate for the market at hand.
- Remember your audience has other needs. Consider what else is going on in the neighborhood: A booming economy? High unemployment? Concerns about local zoning changes? These affect your audience and thus your targeting.
Measure Your Results
Return on investment is key in any marketing endeavor, and this is no exception. Here are some things to keep in mind when weighing the efficiency of your postcard campaign.
- Make it easy to measure. Your call to action should include a means of further contact: registration on your website, signing up for an email list, following you on social media, and so forth. This helps you track the efficiency of your postcards and gives you a means of direct follow-up.
- Measure results over time. Of the initial contacts made via postcard, how many turn into a listing or a sale. Tracking these results quarterly and annually will tell you a lot.
- Don’t forget your financial investment. This is basic, but make sure the postcards are worth the monetary cost.
- Adjust your approach based on your results. Make sure to take the data you’ve gained into account and adjust your postcard message, targeting, and call to action in response.
While we live in an online world, the humble real estate marketing postcard has its place in your branding and marketing strategy. For your online presence, however, you’ll need different resources. Invest in a marketing company that is here to help you with the digital side of your marketing campaign.
Make the Most of Your Online Presence
- Promote Your Listings. Whether it’s a hot property or an older listing that needs a boost, look for a digital advertising and marketing company with the right techniques to help drive sales.
- Promote Your Brand. Develop your digital presence, promote yourself and your brand, and let the world know everything you have to offer.