The Do's and Don't's of Direct Mail Marketing Postcards...
Barbara,
I am in total agreement with the postcards. Most of my business comes from those and I have even had people save them on their refrigerator and call me one year later to list their home. I think in our world of electronics sometimes a simple friendly piece of mail is inviting.
Direct mail marketing continues to hold the “top ranking” for me in the array of marketing methods used to find listings. We are listing agents, and mailing postcards work best. However, it’s important to understand that mailing postcards must be done properly.
There are many marketing mail-house catalogues that offer a variety of preprinted postcards. Canned postcards are not as powerful as a custom designed postcard with a specific message promoting you and what you do for a living. Canned postcards are on the same level as canned blog posts. They do not mirror YOU.
When you design your own postcards, you are establishing a style and flavor that will be reflected in every mailing. There’s a different theme and a special focus with each message.
Postcards can be directed to sellers, to find listings; or to specific groups of people, to find buyers for certain listings; or to land owners, to find land; or to a number of other categories. Niche marketing is done best with custom designed postcards.
I use Microsoft Publisher to create my postcards. The postcards have the same font and flavor, but the colors, theme and messages always change. I never send the same postcard more than once.
If you purchase a preprinted card, and you buy enough for the year, it’s a waste of your money. Recipients want to read a different message with an “eye catching” graphic on each postcard. The first time the same postcard is mailed, you killed your chance of receiving a phone call.
Don’t attempt to cut corners with marketing. It’s what makes the phone ring. Do it right and your initial investment will reap great returns. The more consistently you mail, the better your chance of the recipient recognizing you as the “real estate agent to call when he/she is ready to list.” And they WILL call!!
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