Most businesses swear by digital marketing because it is indispensable nowadays. Nevertheless, direct mail marketing is essential, and about 70% of customers prefer direct mail, with opening rates of approximately 90%.
Several industries have benefited from this type of marketing. The real estate industry, for example, has used it for a long time with resounding success. Direct mails have a response rate of 3.7% instead of 0.62% for digital ones.
Sending postcards is an effective method of direct mail marketing. If you have the right real estate postcard ideas, you can develop a connection with your clients. Even if it takes a while, you will get the results.
If you want to know how to arouse your potential client’s interest and what are the things you must know regarding real estate postcards, here is the information.
What is a real estate postcard?
These postcards contain details related to property and usually have headlines like “Just Sold.” Putting that on the cards shows your success as an agent and that you could do the same for prospective sellers.
Not all postcards have the same design or information. But they always have the agent’s name, photo, contact details, and their company’s logo. So postcards contain data about a specific area’s real estate market.
Most come in four categories:
- extra large
Small cards measure 4.25 x 6 inches, 6 x 9 inches, Jumbo 6 x 11 inches, and Extra Large 9x 12 inches. The exact size depends on the information, message, and goals.
How much area should you cover?
The common question is – how much area should you cover while using this method? That is to say, how many mailboxes should you select for sending postcards?
The real estate industry uses the term farming. Farming refers to choosing an area for increasing leads and acquiring higher sales. Before selecting a farm, agents research the turnover rate of a place, selecting those with 6% or more turnovers.
If a particular agent is already farming an area, it is better to avoid it. You might have a limited chance of success because of the absence of leads. You could consider using Google search to decide on your ideal farming zone. For example, if your searches are high in a particular area, prioritize that while sending your postcards.
What are the benefits of sending postcards?
As you might have known by now, sending postcards is an effective direct mail marketing strategy in real estate. If you aren’t convinced yet, here are some top benefits.
Easy to target your clients
Agents do not send postcards randomly, unlike emails. They select an area after researching its market and chances of getting a listing. It is easy to target clients if you know what they want and then add that into your cards.
It offers the advantage of personal touch
An email, although helpful, feels cold and impersonal. As a result, most marketers acknowledge the importance of physical touch in attracting clients. When they receive the mail and open it, the chances of developing a personal connection are pretty high.
Build brand awareness
Since all cards usually contain a realtor picture, it helps build brand recognition. Since the recipients are repeatedly exposed to your face, they become accustomed to it. Sooner or later, it helps you build brand awareness.
High return on investment
Because a postcard carries a personal touch, the recipients might save it for future use or references. Therefore, you should build sufficient brand recognition. Studies have established that direct mail’s response rate is significantly higher than digital mediums.
With time, you can expect more listings and, subsequently, more chances of selling, resulting in a high return on investment (ROI).
What are the tips for an effective strategy?
Ideally, you should select a farm with a 6% turnover rate. Please choose an area that no agent has before selected from so that you can attract maximum leads. Once you have chosen a location, mail postcards once or twice a month.
Consider sending cards frequently during the first week but limiting them to once a week. Your customers will associate you with your brand, and that’s why consistency matters. Keep your layout, design, and messaging as uniform as possible.
Lastly, you will require patience before expecting any results. You might have to wait about nine months before seeing any significant results. However, with brand recognition, that period might be less.
How can a direct mail company help you?
Mail marketing is a serious business, requiring plenty of time and commitment. Therefore, it is better to contact a company that will plan and handle the campaign for you using the best methods. They will mail your postcards while regularly informing you of your progress. With an in-house team of experienced professionals, you can enjoy a higher success rate.
You will benefit immensely from real estate postcard ideas once you know their benefits and incorporate the best practices. It helps build a personal touch, offers the advantage of precision, and yields a higher ROI in the long run.