In the age of digital marketing, it's easy to overlook tried-and-true methods of staying in touch with leads and past clients. In a recent article published by Inman News, Deidre Wollard explained why postcards should be part of your real estate marketing. We're sharing the highlights here, along with our own research and suggestions!
When it comes to direct mail, postcards are preferred by consumers. According to the Direct Mail Association, a 2013 survey shows that 50.9% of consumers found postcard marketing pieces "useful." Information sent via postcard was deemed more useful than letter-sized pieces of mail, or mail sent in oversized envelopes.
Adults aged 45 to 54 are most likely to respond to direct mail marketing. Coincidently, the average age of a second home buyer is 47, according to Fannie Mae. Real estate agents who sell vacation homes should consider postcards among their marketing strategies.
The average household receives 19 pieces of mail per week. This is down from about 25 pieces of mail just a few years ago. Now imagine how many emails, Facebook posts and tweets the average household receives in a week. Properly-targeted postcard campaigns can give you good impact for the money!
Direct mail postcards for real estate aren't limited to "Just Listed" and "Just Sold." Consider sending postcards for market updates, open house announcements, neighborhood news and community events. Remember, surveyed consumers regard postcards as the most useful type of direct mail marketing. Be a source of information!
For prior clients, also send postcards to recognize birthdays, anniversaries and seasonal messages.
Use direct mail marketing consistently. A monthly postcard can help build a client relationship!
Need help strategizing and expediting your postcard campaign? RealSupport can design your postcard, create messaging targeted to your audience, and manage the entire process. Contact RealSupport today for your personal consultation!
Bonita Breit
Copywriting and Marketing Specialist
RealSupport, Inc.
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