The fact that 95 percent of home shoppers start their journeys online is old news—as any successful Realtor® can tell you.
But as any successful Realtor can also tell you, you definitely need to complement your online marketing efforts with successful offline marketing tactics.
Part of that involves postcards.
Are You Doing Postcards Right?
If you don’t have an eye for design, it pays to use a real estate postcard template that’s already proven successful—there’s no need to reinvent the wheel!
However, many successful real estate agents choose to design their own. If that sounds like you, make sure you’re including all the right elements.
What Does Every Real Estate Postcard Need?
Master marketer Ed Mayer says that the 40/40/20 rule applies when you’re sending out real estate postcards. That is, 40 percent of the postcard’s success depends on getting the right audience; 40 percent depends on your offer; and the remaining 20 percent is all about your design.
That’s why it’s so important to get the design right the first time. At the very least, you need:
o Your company logo
o Your contact information
o An attention-grabbing headline
o Crisp, clear graphics
o The right typography
o Enough white space
o The right colors (check out our guide to visual content marketing for Realtors for more information on how colors can make an impact)
o Information that’s beneficial to the recipient
o A great call-to-action (check out our guide on creating online calls-to-action for Realtors for more information)
Headlines on Real Estate Postcards
The most common headlines you’ll see on real estate postcards include “Just Listed” and “Just Sold.” You don’t have to limit yourself to those, though. Check out this list for more inspiration:
o Spring and Fall postcards for Realtors
o Recipe postcards for real estate agents
o Holiday postcards for Realtors
o General postcards for real estate agents
Typography on Real Estate Postcards
You want a font that’s clear and easy to read while conveying your professionalism (yes, we’re looking at you, comic sans). However, studies have shown that harder-to-read fonts make things more difficult to learn but easier to remember. (Bodoni MT was one of the subjects of a Princeton University study, and information that was written in it was more easily recalled than information written in, say, Arial.)
White Space on Real Estate Postcards
White space is powerful. It can guide your readers’ eyes exactly where they need to go to get the valuable information you’re offering.
You need white space on your postcards.
That sentence—“You need white space on your postcards”—grabbed your attention, didn’t it? It’s surrounded by white space, and it’s written in a different font… and you can use that principle on your real estate postcards to have the same effect on your audience.
Information on Real Estate Postcards
You still have to offer your readers a reason you’re writing, and that’s where the information comes in. Ideally, you’ll convey what you need to say in a few short sentences (or less) so you don’t bore your readers, but entice them to call you or visit your website to learn more.
How Do You Design Your Real Estate Postcards?
We’d love to hear your tactics for designing real estate postcards, so please feel free to share them in the comments below. You can also swing by the Real Estate Calendars Facebook page or visit us on Twitter to say hello! We’d love to hear from you.
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