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This design, profiled in our Postcard of the Week blog, highlights some great design practices. |
Few marketing techniques are more time-tested than direct mail. From sitting presidents to notable newspapers to hungry real estate agents, direct mail still remains one of the most effective ways to reach a target audience and generate sales. And for a good reason. According to the United States Postal Office (USPS), 58% of households purchase from direct mail. Of course, that doesn’t mean everyone is buying up real estate. What it does mean, however, is direct mail should still play a pivotal role in any agent’s marketing plan.
So what can you do to improve your postcards?
Use Quality Pictures
The medium of photography has undergone tremendous changes over the past decade. Quality sensors once relegated to high-end cameras are now available in the palm of your hand at an affordable price. But even with technological advancements, few apps and phones still substitute for a professional camera and photo. The good news? Professional photographers are more affordable than ever due to the competition. While a few blurry pixels may seem trivial in the age of the internet, humans are still inherently visual. Some of the most stunning postcards we come across at expresscopy.com include beautiful panoramic photos of homes that have just been listed or sold. As the old adage goes: A picture is worth a thousand words. Make every word count.
Use Both Sides of Your Postcard
Think of your postcard as real estate. You not only invested in it, but you expect it to pay off in the future. Why not make the most of the space you have? All too often real estate agents forget to utilize both sides of a postcard. Worse, agents forget to include adequate contact information. Of course, there is nothing wrong with taking a minimalist approach. Clutter can be equally harmful. But blank space should never take the place of valuable contact or listing information. Whether you are selling a property full of dead grass or a million dollar mansion, you will likely have a tough time selling anything if your target market doesn’t know how to contact you. Capitalize on the real estate you invested in.
Know Your Target Audience
The desire to cast a wide net is understandable. The bigger the audience, the bigger the potential paycheck, right? Not always. Many successful agents specialize in a particular area. Some specialize in certain locations, others certain homes, others certain demographics. Do you know what your specialty is? Once you identify your niche, you’re ready to develop your brand. Once you develop your brand, you’re ready to develop a marketing plan and cultivate leads. Targeted mailing lists are a great place to begin. At expresscopy.com, agents can create custom postcards and narrow a target market according to a range of preferences, including age and income. To make the most of your postcards, however, you need to first determine your niche and audience.
Keep Your Emails and Domains Simple
Characters are to domains what anvils are to Looney Tunes. Marketing extensions such as “MaryThompsonSellsRealEstateinNebraska.com” may seem logical on the surface. After all, Mary Thompson sells real estate in Nebraska, right? However, the goal of an email or domain extension isn’t to showcase creativity. Long extensions are not only complicated and hard for consumers to remember, but they take up valuable real estate. In addition, major search engines like Google no longer place the same value on keywords they once did. Instead try to focus on your audience. Remember the goal is to inform. The objective is to be the agent potential clients call long after they’ve lost your postcard. How? Because your contact information was easy to recall.
The Takeaway
Every agent is different. Every agent has different needs. But in the hypercompetitive world of sales and marketing, a well organized postcard layout with great photographs, adequate contact information, and a target audience can go a long way in catching the attention of new clients. Remember: Make the most of your real estate investment. Every little edge helps.
expresscopy.com specializes in online design, print and mail postcards with same day mailing. For a limited time ActiveRain members receive a 40% discount on their first mailing! Simply create a free account and begin designing your postcards today!
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