How to Craft The Perfect Postcard Message

Services for Real Estate Pros with

Getting your postcard noticed by potential clients can sometimes feel daunting. Agents are not only tasked with trying to design a postcard that grabs the attention of potential customers, but crafting a message that encourages potential customers to act. Direct mail is a waste of time, right?


Below are 8 simple things you can do today to craft a strong, professional postcard that stands out and rises above the competition.

1. Relevant Headline

Your postcard might be the first thing a potential client sees, but your headline is the first thing a potential client reads. For this reason, your headline should resonate with your target audience. Your headline should make your audience feel like you “know” them. By incorporating a relevant headline with strong verbs and adjectives, you not only increase your chances of keeping your audience’s attention, but motivating them to act or follow up.

2. Compelling Offer

Depending on your target audience and marketing objective, determine what type of offer will be most enticing. This might mean up-selling a specific product or service. It might mean a seasonal or other specialized promotion based on purchase habits. Or it might mean a personalized push to convert a specific prospect based on their place in the conversion cycle. Your offer can be as brash as "save 25% on product A!" Or as subtle as "call me to discuss the insurance needs of your growing family."


3. Clear Call-To-Action

Once you determine your offer, devise a clear a call-t0-action. Whether urging customers to visit a website or take advantage of a special discount, a clear call-to-action in vital to generating interest and sales. A call-to-action means stating what action you would like your customers to take while invoking a sense of urgency or importance. After developing your call-to-action, follow up with an expiration date or incentive to act quickly.


4. Use A Clean, Bold Layout

Keep your message and layout simple. Most people receive a lot of mail and sift through it quickly, so it’s important to make sure your design is easy to scan while in a pile. Simple messages are not only easier to digest, but easier to remember.

5. Print In Full-Color

Print your postcards in full-color and on quality stocks. Black-and-white mailings might be cheaper, but they also look cheaper to potential clients. For some real estate agents, it might be difficult to justify the costs, particularly when working on a budget. However, just remember it only takes one great lead to make it all worthwhile.

6. Customize Your Mailings

Make sure your postcard includes a custom logo and photo. Thankfully online design systems make it easy to customize postcards without any design experience. Simply upload your company logo and head shot and tailor the card to match your brand.

7. Make Sure Your Postcards Survive the Mail

Snow and freezing rain might not stop the mailman, but that doesn’t mean they won’t destroy inferior paper stocks. Fortunately, all direct mail postcards include recyclable UV coating or lamination options at no extra cost. Likewise, if you prefer to test different paper card stocks first, each mailing includes the option to send a card to yourself!


A Little Effort Goes A Long Ways

Designing a professional postcard and embarking on a direct mail campaign doesn’t have to be an intimidating experience. All you have to do is follow the above tips and stay consistent (results don’t always happen overnight!). By following them, your postcard will not only stand out from the competition, but draw the interest of potential clients. 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!

Comments (16)

Esther Preston
Heartland Realty - Redmond, OR

Thanks for the great information

Jun 23, 2016 02:03 AM (design, print, and mail postcards!)

Thanks for your comments Esther Preston

Don't forget to take advantage of our limited time 40% postcard discount for ActiveRain members!

Jun 23, 2016 04:40 AM
Mark Don McInnes, Sandpoint-Idaho
Sandpoint Realty LLC - Sandpoint, ID
North Idaho Real Estate - 208-255.6227

Good morning,  While some have never stopped the benefits of direct mail/post cards are showing themselves to be of value again and not to be ignored.  Mark

Jun 23, 2016 04:36 AM (design, print, and mail postcards!)

Agreed Mark Don McInnes, Sandpoint!

Jun 23, 2016 04:41 AM
Pam Jank
Coldwell Banker Schneidmiller Realty - Coeur d'Alene, ID
Your Coeur d'Alene & North Idaho Real Estate Pro

Thanks. Great information. I have alway felt that Bold, Clear & Concise were the best attention grabbers when marketing.  Wether it be print or electronic

Jun 23, 2016 11:03 AM (design, print, and mail postcards!)

Thank you for your comments Pam Jank! And thats a great point Marte Cliff

Jun 24, 2016 02:58 AM
Marte Cliff

Pam Jank It's a good idea for signs as well - so you can read them going by. That's doubly important in places like N. Idaho - where many of the properties are along highways or county roads where you're traveling at higher than city speeds. 

Jun 23, 2016 02:33 PM
Dorte Engel
RE/MAX Leading Edge - Bowie, MD
ABC - Annapolis, Bowie, Crofton & rest of Maryland

According to Blink?

Jun 23, 2016 12:09 PM
David Alan Baker | Laveen & South Phoenix Realtor
Keller Williams Realty Phoenix - Laveen, AZ
Your local Expert

good article, and points made do make a lot of sense.

Jun 23, 2016 01:26 PM (design, print, and mail postcards!)

Thanks David Baker Laveen Realtor & South Phoenix Realtor!

Jun 24, 2016 02:58 AM
Rajeev Narula
iPRO REALTY LTD.,Brokerage - Mississauga, ON
My Services Are All About You!

Guess, with anti-Spam legislation, Do Not Call Legislation, No Soliciting restrictions, difficulties in keeping up with google search algorithms,  the only way to go forward with marketing is backwards to printed advertising!


Nice tips!

Jun 23, 2016 02:04 PM
Diana Dahlberg
1 Month Realty - Pleasant Prairie, WI
Real Estate in Kenosha, WI since 1994 262-308-3563

Great Assortment of information.  I've bookmarked for future reference. 

Jun 23, 2016 02:31 PM (design, print, and mail postcards!)

That's great Diana Dahlberg! Don't forget to take advantage of our limited time 40% postcard discount for ActiveRain members!

Jun 24, 2016 03:01 AM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

What many don't realize is that just one mailing probably won't get the results they want. The Direct Marketing Association says 5 "touches" is the minimum if you want to make mailing worth the time and effort.

Jun 23, 2016 02:36 PM (design, print, and mail postcards!)

That's right Marte Cliff! Consistency is key!

Jun 24, 2016 03:03 AM
Praful Thakkar
LAER Realty Partners - Andover, MA
Andover, MA: Andover Luxury Homes For Sale (design, print, and mail postcards!) it's consistency that counts when it comes to 'crafting' a message through postcards.

Great tips. 

Jun 23, 2016 02:38 PM (design, print, and mail postcards!)

Thanks for your comments Praful Thakkar!

Jun 24, 2016 03:04 AM
Sam Shueh
(408) 425-1601 - San Jose, CA
mba, cdpe, reopro, pe

Great tips on how to survive mother nature. UV, water proof coating. All great stuff. Color and target audience is crucial.

Sam Shueh

Jun 23, 2016 04:08 PM
Anna Hatridge
R Gilliam Real Estate LLC - Farmington, MO
Missouri Realtor with R Gilliam Real Estate LLC

You are right on the mark to get noticed you need to be clear and concise.  Congratulations on the feature!

Jun 23, 2016 08:50 PM (design, print, and mail postcards!)

Yep. Simple is always better Anna Hatridge

Jun 24, 2016 03:06 AM
Sharon Tara
Sharon Tara Transformations - Portsmouth, NH
Retired New Hampshire Home Stager

Great tips for creating postcards that don't go directly to trash!

Jun 23, 2016 09:08 PM
Debra B Albert, PA - Keyes Realty
Keyes Realty Treasure Coast, 34986 - Port St Lucie, FL
Ron and Debbie 772.708.3292

Super - We'll have to look into this!

Jun 23, 2016 10:39 PM (design, print, and mail postcards!)

Great Ron and Debra B Albert - Team Albert KW Treasure Coast Serving Martin and St Lucie Counties! If you do, don't forget to take advantage of our limited time 40% postcard discount for ActiveRain members!

Jun 24, 2016 03:07 AM
Bill & Cyndi Daves
Hiawassee, Young Harris, Blairsville, Hayesville, Murphy and Beyond! - Hiawassee, GA
TeamDAVES - Your REALTORS In the GA/NC Mountains!

Great info.  We have decided several postcards that we use in our marketing campaign and they get great results.


Jun 24, 2016 02:42 AM (design, print, and mail postcards!)

That's wonderful Bill & Cyndi Daves! We love hearing hearing success stories from agents. Do you have your next campaign in the works yet? If not, make sure to take advantage of our limited time 40% postcard discount for ActiveRain members!

Jun 27, 2016 07:27 AM
Malendaz Coleman

Great tips and ideals!!!!

Jun 24, 2016 10:37 AM (design, print, and mail postcards!)

Thanks Malendaz Coleman!

Jun 27, 2016 07:20 AM
Kimo Jarrett
Cyber Properties - Huntington Beach, CA
Pro Lifestyle Solutions

All excellent tips and just as important is to determine exactly who is your target market? Great post.

Jun 24, 2016 11:26 AM (design, print, and mail postcards!)

We're so glad you found the information useful Kimo Jarrett! We're here to help!

Jun 27, 2016 07:28 AM