Postcard Marketing in Today's Economy

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Postcard Marketing: How to Choose the Right Templates, Advertising and Marketing

Web 2.0, Social Media, e-marketing, and online presence are all fresh, new, key factors in building a viable marketing strategy for a successful business in today's market. Don't be too quick, however, to discount a communication and advertising tool that's been around for more than a century - postcards. Why? They work and for more reasons than you might think. Let's take a look at how your choice of templates, tools and planning could mean long term success in this industry.

Choosing the right postcard template: There's never been a more important time to effectively match your message to your market segment. Why? One, financially it just makes sense. Gone are the days where agents can afford to send a "blanket mailing" to anyone and everyone in their market area. The expense is prohibitive so agents end up sending only one mailing which is just about as effective as sending none at all. Two, we're a "me" driven society. Your postcard marketing should be about THEM, not about you, asking questions that they need answers to in the case of short sales, FSBOs, Expireds, First time homebuyers, Seniors, Investors and more. Send a postcard template that speaks the language of that particular customer to a list that matches that customer demographic and you've just increased the probability of your mail getting read tenfold.

In addition to sending targeted mailings to new customer demographics, you should also be staying in touch with and building your sphere of influence foundation with a series or campaign of postcards that provide monthly touch points and continuity such as recipe cards, holiday mailings, inspiration postcards and more. Visit the Postcard Gallery to see a wide spectrum of postcard templates.

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Do Postcards Work?

Stats, Ideas and Direction...

Do postcards get read? The Postal Service suggests that postcards are more than SIX times more likely to be read compared to other direct mail letters at 94% versus 13% because they don't have to be opened. Top that statistic with a Pitney Bowes/DM-News study that showed that 85% of consumers say they open, sort, process and read their mail daily with 55% of surveyed consumers say they find greater enjoyment from reading their regular mail over email. No spam filters, no blacklisting, just one-on-one marketing.

Consistency Counts. When crafting your overall marketing plan, remember that consistency counts. As direct mail guru Dan Kennedy states, "Everyone shows up once, the game is won by those who show up over and over." Advertising your presence in the community, in the business and as the expert to call on every 21-45 days is critical to staying top-of-mind with your current clients as well as potential new customers.

One way agents across the nation are finding tremendous results in this manner is a tried and true method of postcard advertising, the Just Listed/Just Sold postcard. Our MLSmailings.com system allows them to consistently send 100 or more postcards EVERY time they take a listing or one of their listings sells, resulting in agents having the ability to truly "own" a neighborhood in terms of marketing without any additional effort on their part! It's fully automated and again, consistent. The National Association of Realtors statistics tell us that 86% of consumers would use the same real estate agent again, but only 11% do. Why? They don't stay in touch on a consistent basis. The key to success there is to tap into ready made systems that allow agents to do what they do best--prospect, present and close-- and delegate the rest to the systems, solutions and people that can make their business and their production, easier to maintain.

Direct mail, snail mail, farming, postcard marketing, and postcard advertising may seem more old school than the high-tech terms we started with in this article, but they are a viable, cost-effective and smart solution to include when building your business plan for a better referral base and bigger book of business. If you're ready to learn more about how to effectively couple offline and online marketing solutions for your real estate business, call us today at 866.405.3641 or visit us online at ProspectsPLUS!. We're here to help!