Rules of Postcard Marketing
If you have been in the real estate
industry for a number of years,
you have likely encountered
postcard marketing one way or
another. Though they lack the
dynamism of social networks or
roadside billboards, postcards are
an effective marketing tool for
successful realtors.
Important factors about
postcards is that production and
distribution is rather easy, they
are quite affordable and there is
no need to be a marketing genius
to create them!
Realtors use postcard marketing
for different reasons including
versatility, cost effectiveness and
simplicity.
Effective postcards can help
create a steady and increased
flow of business.
Below are some guidelines to
ensure your postcards generate
positive results.
8
Measure the Outcome
It is necessary to measure
“instant” and “over time” results
of your postcard campaign.
After a couple of days, some
people may respond upon
receiving a postcard. You
may get requests for more
information, e-mails or website
registrations based on the action
requested.
You never know, a personal
acknowledgement may come
your way or a request to talk
about buying or selling.
Since postcards may generate
initial appointments, sales and
listings months after being
mailed, be sure to record results.
Each week track your sales,
listings and initial appointments
on a spreadsheet.
Write down which postcard
generated positive results
and the elements that made it
successful. Don’t forget to assess
your return on investment (ROI).
Don’t be surprised if you find out
that postcard campaigns return
at least 4 times the cost.
Uphold Consistency in
Branding and Frequency
The main objective of marketing
is to grow a powerful brand by
creating awareness. This implies
that each time your targeted
audience thinks of real estate,
your name comes to mind. When
this happens, it clearly indicates
that the targeted market
associates your brand with
victorious real estate dealings.
Successful postcard frequency
means mailing nine to twelve
times annually to a higher-value
market and four to twelve times
annually to additional targeted
markets.