An effective real estate marketing strategy includes online as well as offline campaigns. You should be able to use online opportunities while also geo-specific, offline marketing techniques. Your best effort will combine digital and print media segments into a cohesive package.
A postal card is a proven way to generate real estate leads effectively. It is a traditional tested, affordable strategy that can beget both short and long-term results. The simple yet sleek direct mail is one of the most productive and affordable print promotional tools. When properly formatted, a postal card will increase email traffic, website registrations, and phone calls from prospective clients interested in buying or listing their homes.
Why Send a Postcard?
Unlike printed material, which may contain much information, a postcard is a no-fuss notice to the target audience. As with other advertisements, people do not feel “spammed” when receiving a well-designed card. Instead, they come to acknowledge and trust you when you remind them who you are and how you can best conform to their needs consistently.
Merits of Postcards
Postcards can draw people’s attention. Advertisements frequently appear in the trash or recycling bin without a second glance. On the other hand, a postal card with an appealing design can capture and hold attention. Postcards are inexpensive, too. You will save money by running a postcard campaign.
Tips for Creating the Ideal Postcard
Aside from the basic rules of using a card as a marketing strategy, you might want to consider the five tips for creating the ideal postcard.
- Choose your audience carefully
Know who your target audience is and what their needs are. Do they want to buy or sell? Are you glancing at high-end properties or areas for first-time buyers?
- Capture their interest
Most people will not throw away direct mail without scanning it to see if it is essential and relevant. Get to the point for your target audience. Inform your audience that the message is designed for them. Anyone who reads your headline must know that it is relevant to them and will continue reading.
- Correct timing
Pay attention to holiday events and other happenings in your postal cards. Everything revolves around timing. You will squander time, effort, and money if you do not account for cyclical market trends. For example, you understand winter is not the best time to sell a house. So, instead of sending promotional cards during the winter, you could stay in touch and remind them that you are their friendly agent and are at service. After anticipating the markets well, start sending out more sales-based cards.
- Determine the appropriate frequency
Consider the responses or leads generated by your CTAs to indicate your campaign’s effectiveness. Once a month is a good frequency for direct mail. If you do it too many times, your audience can get offended. If you do it too infrequently, they might lose interest. Therefore, you can play around with the frequency. For example, more mailings during peak market months and fewer during the winter.
- Maintain consistency
To generate real estate leads, consistency is important. Consistency is essential for any marketing strategy through a blog, social media page, or direct mail. If your audience wants to remember your company, you must use the same brand identity across all your advertising platforms. Remain consistent in your name, logo, graphics, font, and writing tone. Because of a strong brand identity, readers should be able to identify when they receive something from you.