Who Knew a Delivery Address Could Be So Hard to Locate on a Postcard?
Thanks to Barbara Todaro I have been doing a lot more direct mail marketing, particularly when it comes to my listings. And last year, I decided to step up my efforts and go with a jumbo postcard to get more attention.
My hands down favorite design was this one that I found on VistaPrint.
What's not to love? I get to show off the property photos, which is one of the things that many would-be sellers find as the focus of marketing. We know there is a lot more to it than photos, but if you have to put a worm on a hook to catch a potential seller, photos are key.
More important than the photos, especially to me, is creating a message with something that makes a seller want to pick up the phone and call me. I started from scratch with a blank back and created a place where I could check off all of my state's legal requirements for brokerage name, address, etc and have a place to type a blurb about this sale. Here's what I came up with:
Just like you would address an envelope, the return address is in the upper left corner, the stamp goes in the upper right and the delivery address is the lower-mid right. You may notice that there is a bordered box and words "Please Deliver To" in bold there. That was done after many of my first attempt at this mailing were delivered to the address in the upper left. Frustrating, but after talking with the post office where I drop the mailings, I was assured that this new fix would avoid confusion, but was likely unnecessary.
Ha! This Bristow real estate agent is about to go postal. Even with the change, about a third of my last mailing was delivered to the return address. Grrrr.
One thing I hate is seeing the postal employees at the Bristow post office verbally abused. While waiting in line the week between Christmas and New Year I heard a woman lay insult after insult on a staffer. It made me cringe to witness. Of course, I was in line to register a second complaint about a piece of mail I put in the box outside that was still stuck after two cycles of that box being emptied. I was poo-pooed by the same staffer who had just been verbally assaulted.
While it is never my style to verbally assault and throw out random insults, I could feel my frustration rise and understood why this woman might have been driven to that. This employee was not taking her job seriously. She had also been the one that poo-pooed my concern over these postcards.
Last week, I got to chat with this staffer yet again. Evidently her bad attitude is coming from the post master, who refused to come out and speak with me about my concern over my mail not being delivered properly. My tax dollars at work. (sigh) They both have an issue with the FRONT of my postcard. They don't like the address being there for property advertised. Funny. It has nothing to do with where the card is being delivered. All of that is on the back where the stamp is. And boy did the post master have things to say about the back of my card. "Good grief! She has too much going on here."
Really? The post master is now a marketing critic? You've got to be kidding me. When the staffer came back, she started to tell me what the post master had said, but the whole post office heard it and I let her know. I wasn't nasty, but I definitely let her know I was not pleased. All I wanted to do was figure out the point of failure. Was it a machine not reading this properly? Was it carriers? What was happening?
Let's just say there are no critical thinking skills at the post office. In the absence of professional guidance, I've been left to trouble shoot this one on my own. I'm moving the office address to the front and the ONLY address that will be on the back will be the one in the box marked "Please Deliver To." If that doesn't work, I may have to hand deliver them or hire someone to do that. At least they would get there. And this marketing is only going to be effective if they are delivered.