Still dialing for dollars? It’s more of a hassle than ever what with simultaneous court cases for robocalling and alleged text message spam against some of the largest brokerages in the country.
To be a real estate cold caller today takes guts.
Then there is the fact that cold calling is annoying as heck to the recipient – someone with whom you need to build a relationship. Bad start.
Finally, not one of 100 marketing and sales managers surveyed “reported an increase in overall ROI from cold calls between 2011 and 2016.”
If you agree that it’s time for a kinder, gentler real estate industry, consider starting a direct mail campaign with real estate marketing postcards. Sure, it costs more than picking up the phone, but it’s infinitely less annoying, less legally challenging and you’ll be doing your part to help polish the tarnished image of the real estate agent.
And, there’s a bonus
Real estate marketing postcards boast a higher response rate than any digital marketing medium, according to a 2018 report from ANA/DMA.
“The rate is from five to nine times that of email, Google ads and social media,” according to the folks at DataMarketingSolutions.com.
Like all real estate agent marketing, however, you’ll need to get it right to pull those numbers. That means:
- Lose the penny-pinching mentality
- Pay attention to aesthetics
- Ensure your pieces stand out
- Avoid self-promotion
- Be consistent
Let’s take a look at real estate marketing postcards that should stand out and grab attention.
Real estate marketing postcards – The invitation
When I was a baby real estate agent my broker told me that when one house is listed, three more in the neighborhood will go on the market within six months.
I have no idea where he got that statistic or even if it’s true. Over the years, though, I noticed that a listing is contagious. We’ve all seen streets where three or four homes have for-sale signs out in front.
It’s worth it to cultivate relationships with those who own homes around your listing and the best way to do this is to invite them to an exclusive “neighbor’s open house.” Whether you hold this event before the public open house or on a different day is up to you.
And “event” it should be. Mike Ferry suggests serving lunch, which is a brilliant idea because it will keep them there longer than a mere tour of the home. The longer they are in your presence, the more time you have to wow them with your expertise.
Provide the same handouts you’ll give out during the public open house so that they have something to take away that includes your contact information.
Print up extra just listed cards that state “Keep an eye out for your invitation to our exclusive open house for neighbors!”
Then, don’t forget to print up invitation postcards to send the week before the open house. VistaPrint offers them as does Zazzle.com.
Just listed/Just sold
“Just Listed!” The only person truly excited about any particular home being listed is the listing agent. Can we finally dump this headline?
“Guess what your neighbors have done?”
This postcard headline is sure to entice at least those nosy neighbors to read on. And, it beats the daylights out of the stale “Just Listed!” or “Just Sold!” headline.
Remember the purpose of Just Listed real estate marketing postcards is twofold. You want it to appeal to anyone thinking of buying a home in the area and you also want it to appeal to those thinking of selling their own home.
This card has to shine, so ensure that the photography is top-notch. Then, keep extraneous information to a minimum – you don’t need to add the contents of the entire MLS listing.
And do add your name, website URL and phone number.
Holidays
More than just an opportunity to expose your branding, holiday mailings remind residents of your farming area that you own that neighborhood – that you’re the expert.
Send holiday greetings, of course, but consider other “touches” as well. Come up with a holiday event and promote it with postcards:
- Hold a holiday food drive
- Team up with Toys for Tots at Christmas as a drop-off location.
- Hold a contest for the best holiday-decorated home. Cross promote it on Facebook and have your followers be the judge.
A successful direct mail campaign starts with creativity and originality. Don’t blindly follow what other agents have been doing for decades. To stand out, you truly have to do something different.
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