Real Estate Direct Mail Postcards
Why Do You Need Real Estate Direct Mail Postcards To Succeed In Your Business?
Did you ever wish to have a magic weapon that could help you boost real estate leads? We know that there is nothing magical about marketing, and their results always depend on the quality of your campaigns. However, real estate direct mail postcards are the closest thing to a magic weapon for your real estate marketing.
Postcards, in general, have a positive effect on their recipients and people tend to enjoy receiving them. They are a highly effective marketing channel, and their ability to house attractive images makes them perfect for marketing purposes.
Postcards have a wide range of applications when it comes to the real estate industry. However, ultimately all of the applications of real estate postcards result in your real estate business more accurate and relevant leads. Here, we will discuss how and why postcards are such a perfect fit for marketing your real estate business.
4 Reasons To Use Real Estate Direct Mail Postcards
Direct mail marketing campaigns offer a higher ROI than most digital marketing strategies are reason enough to use real estate postcards. However, it is not the only reason real estate businesses should employ postcards for marketing purposes.
Some of the most compelling reasons for employing postcards for generating quality leads for your real estate business are listed below.
#1 Real Estate Direct Mail Postcards Are Highly Targeted
Direct mail marketing, including postcard campaigns, is no longer based on limited demographic data. Advanced direct mail automation tools such as PostGrid enable real estate businesses to target their postcard marketing campaigns better.
With access to the right tools, your real estate business can target audiences that are more likely to buy or sell a real estate property. Furthermore, it allows you to sort your target audience by local area or categorize them based on demographics such as
- Age
- Income
- Family size
- Employment
#2 Sending Real Estate Marketing Cards Is More Affordable
Affordability is always a prime concern for every marketing campaign a business employs. There is no point in implementing a marketing strategy that yields high results but fails to provide a satisfactory ROI. Direct mail is not the cheapest form of marketing out there. Still, your expenses are relatively less than other mediums such as TV, magazines, etc.
Additionally, using real estate postcards minimizes your direct mail expenses too. Unlike letters or big brochures, postcards are relatively small and don’t require an envelope. In other words, using postcards helps you minimize the use of paper and ink because of their small size saving you more money.
#3 Real Estate Postcards Are Easy To Measure And Track
Modern marketers don’t use direct mail such as postcards to promote their business because of its limited measuring and tracking capabilities. However, this is a thing of the past. Modern direct mail solutions like PostGrid provide superior measuring and tracking features.
Most direct mail automation solutions let you access all your real estate postcards direct mail campaign details from the dashboard. It means you can access all the details of the campaigns, such as the number of mailers you sent, the number of returned mail, etc.
You can even track how many of your mailers successfully brought in new real estate leads. As a result, real estate businesses can optimize their postcard campaigns and ensure the best outcome for their future campaigns.
#4 Designing, Printing, and Delivering Real Estate Postcards Is Fast
Thanks to direct mail automation tools that make designing, printing, and delivering your real estate postcards is now easier. Before, real estate businesses had to separately design a postcard, take it to a local press, and print the required number of mailers.
With full direct automation capability, you can design, print, and deliver your postcards with the click of a button. The whole process is centralized, and real estate businesses can conveniently carry out all their postcard marketing without even leaving the room.
Tools like PostGrid even provide you with free templates that real estate agents/businesses can use for their postcards. You can also use your postcard designs and print them using PostGrid’s tool. As a result, you can save a lot of time printing and sending your real estate postcards.
How To Use Real Estate Postcards For Growing Your Business?
Using direct mail postcards for marketing your real estate business can serve different purposes and offer several benefits. Some of the most common uses of postcards to promote your real estate business include the following.
Attract New Listings
Real estate postcards are ideal for attracting new listing prospects. A single postcard can appeal to your prospective real estate buyers and sellers together. Real estate agents and companies can use different postcard ideas to engage with prospective buyers and sellers based on their specific requirements.
Usually, the new listings surround just sold or just listed properties as it enables you to showcase your ability as a realtor. Seeing that your business’s just sold and listed properties lets your prospects know whether you are an ideal fit for their real estate needs.
Drive Traffic To Your Website/Social Handles
Another notable use of employing real estate postcards for promoting your business is its ability to drive traffic online. When people hear “direct mail” or “postcard” marketing, they automatically think about offline marketing.
But, the truth is that offline marketing channels like direct mail can work together with online channels to provide better results. The marketing postcards for real estate businesses can include a QR Code that leads straight to your website, landing page, social media handle, or mobile app.
Want to learn how to use online and offline marketing channels together for yielding better results for your marketing efforts? Read our blog “Multi-Channel Marketing Strategy.”
The QR code provides a convenient way for your customers to access your website or social media handles. However, you need to offer the customer some benefit to ensure that they take the desired action. An attractive CTA or Call To Action is also necessary for getting the optimal response rate for your business.
Increase The Attendance For Open Houses And Other Events
Open houses and other real estate events are crucial for enhancing the reach of your business and establishing a real estate farm. Real estate postcards are perfect for announcing an open house or other neighborhood events you are hosting.
Postcards are often noticed and read by their recipients instead of online communication channels like email. Furthermore, you can use advanced direct mail automation tools to target your direct mail campaigns better.
You use PostGrid to send personalized open house invites to your prospects with real estate postcards. Personalized and printed invites tend to make a positive impression on the recipients. Hence, they are bound to come to the event or open house as long as it is relevant to them.
Build Brand Awareness And Familiarity
Sending direct mail postcards to your real estate prospects is not always about generating a response or driving traffic to your website. They also play a vital role in building brand awareness and familiarizing your real estate company with the masses.
The real estate industry usually has a long consideration period. A person or family does not wake up one day and decide to buy or sell a house. Hence building brand awareness should be a top priority for real estate businesses.
Furthermore, people tend to retain more information when they see it on a feasible offline channel like direct mail. There are significantly fewer distractions in printed mail. The prospects get used to seeing your brand in their mailbox, and they eventually start to recognize it.
Maintain Contact With Past Clients And Previous Contacts
For real estate businesses, it is essential to maintain a warm relationship with their past clients and previous contacts. Sending emails and text messages is not the best way to maintain a good relationship with prospects and past clients.
In fact, repeatedly spamming their email and text messages may feel intrusive, and it becomes counterproductive. On the other hand, sending personalized real estate postcards may strike an emotional chord. The message resonates with the audience.
For example, you can send birthday postcards to your past clients. It is a great way to show that you care about them and a gentle reminder of your brand. Similarly, you can use other strategies for effectively reaching out to your prospective clients.
What Is Stopping Realtors From Using Real Estate Marketing Cards?
Despite the many benefits of marketing mailers for real estate agents, it is not a widely used marketing strategy. One of the reasons why direct mail marketing is not as popular as it once used to be is the use of digital marketing alternatives.
However, that is not the only reason why some real estate businesses still don’t use direct mail marketing. Some of the common reasons real estate businesses and agents don’t use postcard marketing are listed below.
Reason 1: Realtors Think They Can’t Afford Real Estate Marketing Cards
Many realtors think they can not afford to print and deliver real estate marketing cards. But, this is not strictly true. When realtors hear about direct mail or postcard marketing, they immediately think about lengthy and time-consuming manual processes.
Many real estate businesses are still under the impression that they have to design, print, address, and deliver their mailers manually. They automatically assume that print marketing is expensive and there is bulk printing and mailing involved. Additionally, they also think about the logistics and machinery expenses.
However, realtors can easily bypass all these problems and minimize their expenses for sending real estate postcards with automated software. You can outsource a print and mail service provider like PostGrid for all your direct mail communication needs.
PostGrid significantly reduces your expenses. However, suppose you are a new and independent real estate agent with limited resources and investment. In that case, you should probably wait until the right time. Conduct a cost-benefit analysis to determine whether you can implement postcard marketing campaigns for your business.
Reason 2: Lack Of Discipline Or Equipment For Postcard Campaigns
Direct mail or postcard marketing can often be complex. The postcard needs to be designed, printed, and delivered accurately to the target audience. It becomes significantly more complicated when you want to do it in bulk.
Furthermore, real estate businesses are also concerned about storing the bulk mail securely. However, it is almost pointless to worry about these challenges when you have several direct mail providers such as PostGrid.
Advanced direct mail automation tools cover all your printing and mailing requirements. All you need to do is to set the campaign up the first time. You even have the facility to schedule your real estate postcards.
Reason 3: Realtors Are Not Ready For Time Commitment
As the old saying goes, “Time is money,” and realtors know that this is especially true in the real estate industry. Realtors have a busy work life, and it revolves around the convenience of their clients. Taking valuable time out of their busy schedules for managing direct mail campaigns is not practical for realtors.
Then again, this only applies to you if you intend on running your real estate postcards direct mail campaigns. Suppose you use an automated direct mail system like PostGrid. In that case, you can easily escape from any time commitment for your postcard campaigns.
10 Real Estate Postcard Ideas You Should Try
Realtors can get the desired results for their postcard marketing campaign if they use the right real estate postcard ideas. Some of the most effective postcard ideas for real estate businesses are listed below.
1. Real Estate Postcards Featuring Just Listed Properties
Just listed postcards are the best place to start if you are new to direct mail postcard marketing. The primary purpose of this postcard is to inform potential buyers about the newly listed property. Apart from hunting for prospective buyers, it shows potential buyers that you just listed a hot property.
Hence, it is a perfect way to show your real estate expertise and establish yourself as the number one realtor. As a result, you can market your real estate business to your prospects regardless of whether they want to buy or sell a property.
2. Real Estate Postcards Featuring Just Sold Properties
In many ways, the “just sold” postcards are similar to “just listed” postcards. However, the latter is beneficial if you want to showcase the success of your real estate business. Just sold real estate postcards are perfect for real estate farming and generating quality seller leads. As a result, you can optimize circle prospecting, and more importantly, it gets you more listings.
3. Using Real Estate Postcards As Invitations For Open House Events
Real estate businesses get many benefits from open house events. One of the most significant advantages of open house events is that they are the perfect place for you to find quality seller leads. Sending real estate postcards as open house invitations can significantly boost the number of attendees to your open house events.
4. Real Estate Postcards Featuring Expired Listings
Another excellent way for real estate businesses to generate new seller leads is to feature your expired listings in your mailers. However, converting expired listings to valuable leads may not be the easiest thing for you to do.
The right message and timing are vital for successfully converting expired listings to leads. For the message, try identifying the seller’s issue and offer practical solutions for those issues.
5. Real Estate Postcards Featuring FSBO Properties
Featuring FSBO or For Sale By Owner properties in your real estate postcards can help you generate more seller leads for FSBO properties. FSBO postcards are a subtle acknowledgment of how a person trusts your real estate business for selling their own house.
When drafting a message for your FSBO postcards, emphasize how you can help sellers overcome the challenges in selling their houses.
6. Real Estate Postcards Featuring New Real Estate Agents
Getting your real estate career started is not easy, especially if you don’t already have a reputation for leaning on. Real estate direct mail postcards can come in handy for new realtors to gain traction among their target audience.
In such cases, instead of using an extensive mailing list, go for a more targeted approach. Try pitching your postcard to prospects with a rough idea of who you are and what you do.
7. Real Estate Postcards Offering Free CMA
One of the best ways to generate quality seller leads for your real estate business is to offer the prospects something valuable. The apt choice for generating quality seller leads is offering a free Comparative Market Analysis (CMA). A free, no-obligation CMA offering is often enough to make the recipient take the desired action and get in touch with your real estate business.
8. Real Estate Postcards Targeting Rental Communities
The rental community is one of the most overlooked and underutilized real estate prospects. A significant number of people in the rental community are potential first-time real estate buyers. Hence, it is worth your time and effort to send real estate postcards to rental communities.
In such cases, you should tailor your message to suit the community. For example, you can give a link to your online mortgage calculator (if you have one), which can also help you boost website traffic. Similarly, you can present other valuable resources such as a blog for attracting new real estate buyers.
9. Real Estate Postcards For Freeing Stalled Funnels
It is not rare for real estate businesses to come across prospects who are always in the vicinity of their lea funnel. However, these prospects rarely convert to quality leads because they are always held back by something.
It could be another real estate offering, or they can’t decide about the property. Delivering real estate postcards direct mail could effectively provide the final push your audience needed to convert.
10. Real Estate Postcards For Referral Generation
Another different way you can use a real estate postcard is referral generation. You can effectively use a direct mail postcard to solicit referral pairs. Real estate businesses should also consider adding a follow-up call into the mix after one day of the client receiving your mailer. Then you can check with your past clients to see whether they can refer you to prospective real estate buyers and sellers.
Conclusion
Marketing mailers for real estate agents are not always easy to implement, especially if you don’t have the right tools. Many real estate businesses don’t want to get into direct mail marketing their company.
They believe that real estate direct mail marketing requires significant capital and time investment. Furthermore, many also believe that they do not have the discipline to flawlessly execute direct mail marketing for real estate.
However, all these notions are untrue if you use an advanced direct mail automation tool like PostGrid. Advanced solutions like PostGrid enable you to print personalized real estate postcards for your business with a complete automation capability.
Once you set up the direct mail system, you can sit back and relax while PostGrid does all the heavy lifting for you. You can even schedule when you want your postcards to be delivered with the help of PostGrid. Furthermore, you can create a streamlined and error-free direct mail process for your business with zero human interventions.
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