There are several ways to generate leads as a real estate agent. Some realtors rely heavily on leads from their broker, referrals and repeat customers. But this isn’t always enough, and sometimes they have to use other strategies to find business, such as postcard marketing.
Postcard marketing is an effective strategy because you can target your marketing efforts and get your cards into the hands of people who will benefit from services.
For your campaign to be a success, you have to follow a few postcard marketing rules.
1. Identify your goal
With any marketing campaign, you have to identify your goal. In other words, what do you hope to accomplish by mailing postcards? This is importance because once you know your goal, you can include copy or language on the postcard to generate the desired results.
Some people use these marketing campaigns as a way to find new listings. If so, you can include information about recently sold homes in the area to give current homeowners an idea of how much they can sell their properties for. People toying with the idea of moving might give you a call to explore their options.
Or maybe you're hoping to find new buyer clients. In this case, you can target your postcard marketing to neighborhoods where individuals might be moving up. I had a friend who lived in an apartment complex, and at least twice a year he received postcards from the same realtor seeking future first-time homebuyers.
2. Choose an effective design
It isn’t enough to mail a bunch of postcards to your target audience, you need to capture their attention. Postcards must be eye-catching or else they’ll end up in the trash. There are certain elements to include and avoid. For example, you don’t want postcards to be too busy or cluttered with information. You should utilize both sides of the postcard if your budget allows, but you don’t have to overload your audience with information.
The purpose of postcards is to hook their interest. You need short, bold headlines and information that’ll peak their curiosity. First-time homebuyers could be unfamiliar with current interest rates. If your campaign targets these individuals, include a brief statement explaining how interest rates are at an all-time low and now’s the best time to buy. Maybe pose a question such as: Do you realize you can become a homeowner for less than what you pay in rent?
Even if someone hasn’t considered buying at this point in time, the information on your postcard can open his mind to the idea and he may call to talk further. It's also important to include a call to action on every postcard. This provides a sense of urgency. You can say something like: Interest rates won't be low forever. Call now to get a new home and a lower mortgage payment.
3. Be consistent
Consistency can make or break a marketing campaign, especially with postcard marketing. Some realtors make the mistake of mailing a batch of postcards, and if the campaign doesn't result in a ton of interest, they give up.
For any marketing campaign to be a success, you need constant brand awareness and exposure. If those in your target audience only see your postcard once, they’ll probably forget your name and not think of you when they're ready to buy or sell a home. But if you have multiple postcard campaigns, your name is more likely to stick in their minds. As they get closer to the point of buying or selling, some people will hold onto your postcard as a future reference, or pass the postcard to someone who needs your services.
4. Measure your results
After mailing postcards, keep a record of calls generated from the campaign. This is an excellent way to discern what works and what doesn't work. Your postcards must include information such as your website address, your name and your telephone number. When people call to inquire about your services, ask how they learned about you. In addition, if your postcards list your website address, include a subscription box on your site so that interested people can subscribe to your email marketing list. During the subscription process, ask how visitors heard about your site. This is how you measure the amount of website visitors you receive from your postcard campaigns.
Keep track of calls, website visitors and subscriptions after every mailing to see if your results are improving, remaining steady or getting worse. If you're not getting the desired results, modify the campaign. Maybe redesign your postcard and include more compelling language, or target a different audience.