Here's A Post Card That Generated 16 Listings. Take A Look.

By
Real Estate Agent with Datamar, Inc. / Homestead Data

A subscriber to our pre foreclosure data used the following post card to get sixteen listings in a month’s time. She sent the postcard out to homeowners 60 days late, multiple times. Each time, she changed the font color. After the third mailing, she followed up with a phone call or a personal visit.

Although her home office offered postcard designs, she said that those were too much “in your face” and came up with this design.  I like the picture of the little girl – it puts a personal face on the human element of foreclosure. What's also so great is the focus on benefits that resonate with the homeowner. "save their credit"... "relieve their uncertainty"... "comfort their families". These benefits talk in the language of emotion. This resonates with homeowners much more than the agent's credentials, training, track record and other features that bring focus to the agent, not the homeowner. 

Notice that the postcard does not profess that there is any inside knowledge that the homeowner is late on their payment. Instead, the question is, “Do you know people in this situation?”. This disarms the homeowner. 

Comments (11)

Marge Piwowarski
Phoenix AZ Horse Property - Phoenix, AZ
Phoenix AZ Horse Property, LLC

Brandon,

Impressive results but not enough numbers.  16 listings in one month after mailing to how many homes, how many times over what period of time? 

Great emotional appeal very well presented.  Brilliant concept!

Sep 30, 2011 06:22 PM
Markita Woods NMLS#196099
American Financial Network - Woodbridge, VA
Queen of Mortgages - FHA, VA, Conventional, USDA

Excellent copy writing for the post cards, I believe direct mail works if you have the right list and the right copy!

Sep 30, 2011 06:25 PM
Lynda Eisenmann
Preferred Home Brokers - Brea, CA
Broker-Owner,CRS,GRI,SRES, Brea,CA, Orange Co

Hi Brandon,

Interesting and obviously effective. THANKS!

Sep 30, 2011 06:27 PM
Gita Bantwal
RE/MAX Centre Realtors - Warwick, PA
REALTOR,ABR,CRS,SRES,GRI - Bucks County & Philadel

I agree it sounds better to ask if they know anyone late on their payments. Thanks for sharing.

Sep 30, 2011 11:21 PM
David Gibson CNE, 719-304-4684 ~ Colorado Springs Relocation
Colorado Real Estate Advisers LLC - Colorado Springs, CO
Relocation, Luxury & Lifestyle residential

Brandon great idea. We do have something to offer people in this situation but it can be tricky to ease into the conversation. Excellent post card.

Oct 01, 2011 04:50 AM
Linda Urbick
RealtyOne Group - San Ramon, CA
Selling San Ramon Valley - 925-786-5132

Very nice post card. If possible could you let us know how many cards she sent to get 16 listings in one month and how often they were sent.

Oct 01, 2011 02:03 PM
Michele Cadogan 917-861-9166
Fillmore Real Estate 2990 Av U, Bklyn , NY 11229 - Brooklyn, NY
Licensed Real Estate Associate Broker -

 

Interesting- Creative and not too pushy- Glad to know that agent got  responses. 

Oct 01, 2011 03:46 PM
Brandon Volpe
Datamar, Inc. / Homestead Data - Binghamton, NY

People respond to repetition. It's like a parent that responds to repeated requests for a new toy, a piece of candy, or staying up past their bed time. In terms of how many times she sent this postcard out, I will check, but it was a sequence of mailings over time. However, well worth the expense of the campaign. 

Oct 02, 2011 10:37 AM
Ruby Lee Sweeting
Darville Wong Associates Realty Bahamas
Your Bahamas Agent for Relocations & Second Homes

Brandon...you are a prolific writer - I've read most of your 17 posts for October...wow; this post card suggestion is golden! I will definitely use this idea.  Thank you and keep up the great posting. 

Oct 02, 2011 03:58 PM
Brandon Volpe
Datamar, Inc. / Homestead Data - Binghamton, NY

Thanks for being such a prolific reader, Ruby!

Oct 02, 2011 04:15 PM
Anonymous
Stewart

Just started my new post card compaign with my own designs and I will definately look at your post Great Job.

Oct 04, 2011 09:06 AM
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