Five Mistakes You Just Can’t Make

By
Services for Real Estate Pros with expresscopy.com

 

Here at expresscopy.com, we see a ton of postcard campaigns on a daily basis. While we love all postcards, we still feel like everyone can always do a little bit better. Below are five (5) mistakes that we see that can derail a campaign. Of course we don’t want any campaign to fail and that’s why we offer a free marketing consultation to help you avoid these common mistakes.

 

Mistake #1: Not Targeting the Best Prospects. How much of a response do you think your agents would get if they sent postcards to a list of people who had a history of renting over the past 25 years? Probably zip to nil. Having the best-possible mailing list of prospects is one of the most – if not the most – important factors of a successful postcard mailing campaign. Making sure to segment your mailing list(s) may take some upfront time, but it will ultimately allow you to be more strategic in your marketing moving forward. Looking to farm in a new neighborhood? No problem. We offer a free sales list for all of our customers and we even help them develop the list based on their search criteria. 

 

Mistake #2: Lack of Repetition. Every now and then we'll hear from an agent who sent a mailing out, but due to limited responses they say that postcards don't work. Postcard mailings are just like every other marketing effort that require a consistent approach to build long term success. When someone sees you, and your company name over and over again, it builds credibility and familiarity. Although it may take a number of contacts with a customer before it leads to a sale, the eventual increase in revenue usually far offsets the small cost of postcard printing. Remember, Rome wasn’t built in a day.

 

Mistake #3: Sending a Postcard that isn’t Personal. As we talked about in mistake #1, segmenting your list is important, but it's virtually worthless if you don't make sure to personalize your postcard to speak directly to that targeted audience. It also makes your postcard look less like an “ad” and more like a message to a friend. 

 

Mistake #4: Being Too Clever. Always remember to K-I-S-S. Keep It Simple Stupid! On average, your postcard will garner a one to two second initial glance, so make the most of that time. Don’t get caught up trying to win a Pulitzer Prize by writing complicated headlines or listing everything about you and your company. Short, and to the point, sentences are the most effective way to keep the readers attention.  Convey what is important and what the reader should do next.

 

Mistake #5: Not Enough Attention to the Headline, Image or Message. Think of your postcard as a property you are trying sell. You want it to have curb appeal.  A short attention-getting and compelling headline will bring more response to a postcard than one with a bad headline or none at all. Combine the headline with the image side and this will then guide the reader to the message side. It makes them feel more positive about doing business with you. Expresscopy.com offers design services to help make sure your postcard looks top-notch.

 

Expresscopy.com is here to help you avoid these common mistakes, so you can have a successful postcard campaign. Call, click, or chat us! We want to earn your business and help you reach you reach your marketing goals! We’d like to give you 95% off your first order. Yep, you read that right. Get 500 postcards for just $10. Just click here and use promo code ACTIVE1404.*

Comments (8)

Althea Kippes, Esq.
A.T. Kippes, Real Estate Broker - San Francisco, CA
Serving San Francisco to Silicon Valley!

Thanks for the great tips on how to create postcards that will actually be read.  I really appreciate having this information.  Thank you!

Oct 20, 2014 05:10 PM
Dana Hollish Hill
Hollish Hill Group, JPAR Stellar Living - Bethesda, MD
REALTOR * Broker * Coach

Five very good tips indeed. And the discount sounds too good to be true. 

Oct 21, 2014 03:29 AM
Milan Brkic
Realty One Group - Scottsdale, AZ

Great article, thanks! 

Oct 21, 2014 05:26 AM
Sybil Campbell
Fernandina Beach, FL
Referral Agent Amelia Island Florida

Thanks for the five tips and the gentle reminder that I should be doing direct mail marketing.

Oct 21, 2014 05:49 AM
Laurie Satushek
The Laurie Satushek Team - Bellingham, WA
Realtor & Team Founder, Educate - Empower - Enrich

Great information, thanks!

Oct 21, 2014 10:03 AM
Praful Thakkar
LAER Realty Partners - Andover, MA
Andover, MA: Andover Luxury Homes For Sale

expresscopy.com - for sure, any kind of marketing has to be done 'intelligently'.

Oct 21, 2014 10:37 AM
Joan Whitebook
BHG The Masiello Group - Nashua, NH
Consumer Focused Real Estate Services

These are great tips.. All of these things are important to consider in implement to have a successful campaign.

Oct 21, 2014 12:59 PM
Catherine Ulrey
Keller Williams Capital City - Salem, OR
Equestrian and Acreage Property Specialist

Love you guys, you make it so easy to order post cards!

Oct 21, 2014 01:21 PM