Real Estate Marketing

Real estate postcards are a proven marketing strategy, but it's important to understand that agent marketing with postcards and other direct mail pieces. requires consistency and a long-term approach is ideal. While you may get immediate leads from a round of postcards, the true goal of an ongoing campaign is to build a sustainable business by creating a continuous flow of inbound leads. Patience is a vital factor when it comes to farming with postcards.

Effective direct mail marketing in the real estate industry can achieve two significant objectives: increasing brand recognition and generating warm leads. It's crucial for real estate agents to carefully select their target markets or farms, as this choice directly impacts the performance of their campaigns.

When choosing a farm, consider the features of the area. Factors such as demographics, demand for properties, turnover rate, and existing competition from other agents can shape the success of your campaign. Investigate different types of farms, including geographical farming and data farming, to find the best fit for your goals.

However, it's important to go beyond simply soliciting business through postcards. Real estate is a relationship-based business, and it's crucial to establish yourself as the trusted agent in your community. In addition to postcards that promote your services, send out cards that provide valuable information.

Critical Components of Direct Mail For Agent Marketing:

When it comes to real estate and direct mail, there are certain elements that distinguish successful campaigns from those that just get a quick look and are then discarded In addition to the expected

1. Which marketing approach is best for you

The most common approaches we use for our clients to define a approach are Geo Farming (geographic farming or farming  using geo boundaries), Prospecting using  specific data selects/filters, for example those with 8 year or more of residence and a LTV of 25% or less or recently divorced.  The third approach - trigger marketing has emerged as both a stand alone or in addition to the others.  We call it Transaction Based Marketing. Finally there is SOI or Sphere Of Influence Marketing. Again used as a stand alone or combined with one of the others. 

a) Geo Farming: This involves selecting a specific geographic area, such as subdivisions, neighborhoods, polygon area of a map, selected streets or larger areas may be zip codes, school districts, or condo/co-op complexes. When choosing an area to farm, consider these critical features: Find more details here

- Number of real property addresses/prospects

- Turnover rate

- Dominant Agent/ or level of competition from other agents

b) Prospecting / Data Farming: This approach allows agents to target homeowners based on demographic and/or property characteristics. Examples might include those with specific length of residency and low loan-to-value ratios, top 12-1% of wealth or luxury homebuyers, first-time homebuyers, divorced individuals, property owners with second homes or absentee/investor owners.

c) Transaction Based: This approach has emerged as both a stand alone or in addition to those two. These terms generally refer to marketing strategies that are activated in response to specific client actions or events, in our case a listing.  This method is often referred to as the trigger marketing. 

d) SOI or Sphere Of Influence Marketing: Regardless of how you are generating leads, keeping in touch with them is critical.  Building your brand and reputation is what will determine your success. This approach has often combined with of of the others in some capacity most common on a quarterly basis.  

2. Content

Call Me Today! on a recipe postcard. NO  Many will insist a “Call To Action” is all you need   …simply ask the recipient to contact the agent and use any content to “fill” the card. We don’t believe this to true. When it comes to direct mail postcards and letters for real estate, it is important to provide valuable and relevant content. To make your any campaign successful, you need to inform and educate your prospects, establishing yourself as a trusted resource – offer insight or value in some capacity.

As real estate professionals, we are often deeply involved in the market and constantly aware of its happenings - "Intimate". However, our prospects may not have the same level of knowledge or interest until they are actively looking to buy or sell. Therefore, it is crucial to provide information that is relevant to all stages of the real estate journey. For example, you can share tips on increasing home value through kitchen versus basement remodels, seasonal maintenance checklists, and recommended vendors for repairs. Additionally, you can include community events and school calendars that are relevant to your prospective clients. By providing this helpful content, you position yourself as a resource and build trust with your audience.

When creating postcards, it is important to consider how your message is written. Instead of solely focusing on conducting business or getting a client, emphasize why prospects should choose you as their agent. Using words like Committed, knowledgeable, trusted, experienced, and professional are ideal. The goal is to represent  you are – "A Hyper Local Expert"!

3. Move The Messaging to the Web

Some of our campaigns are designed to drive recipients to our online marketing channels using QR codes or home codes. However, it's not just the codes themselves that makes these cards effective, it's the valuable personalized item that recipients receive when scanning/redeem their codes.

Instead of simply directing recipients to your broker or team website or blog article, you can utilize QR codes/redeem codes that direct them to a dedicated landing page that can offer them something more enticing. For example, an instant CMA with an Automated Value Model without them having to enter any information at all. Or providing them with a complimentary Seller or Buyer Guide or Rent vs Own Calculator in exchange for their email address.

This next level approach often can strengthen your “touch” relationship with potential clients and increase the likelihood of starting a conversion.

This strategic approach is great when used in the “The Mix” and you are notified when these engage these channels, and you might be surprised at the various times of day or night that they do! 

4. Consistency & Budget

 "Are you wondering how often you should be mailing or 'touching' your farm? We recommend mailing at least monthly to stay top-of-mind with your prospects. Our experience has shown that consistent mailings are crucial to your success. Often this is then related to your budget dollars. When it comes to spending your valuable marketing dollars, it's important to make the right decision. By allocating just $400 a month, you can reach up to 650 prospects annually, keeping your budget under $5k.

While immediate leads from postcard campaigns are great, it's important to remember that the true value lies in building a sustainable lead generation tool. Postcards help establish and reinforce your brand, just like referrals do. Consistently mailing your postcards is key to achieving success. When you target the right people with the right message at the right time, they will be compelled to call you.

5. The Mail Piece

Postcards or often call “self-mailers" are a very value oriented method of deliver your messaging. We believe using them will provide the ultimate return on your marketing dollars (or ROI).  However, “changing it up” is important.

Our approach often uses a mix, primarily postcards but also folded self-mailers, letters in envelopes and note cards. We take into consideration all aspect of a campaign when using different type of mailers. For example a "USPS FLAT" large oversized postcard 9" x 11" has a higher postage cost. We can however look at various methods of entry that can reduce that cost and make it more value with regards to the return that large impacting presentation can make; or maybe it does not make sense and increasing the size a bit and then folding will provide for the same experience.

Trust us to help you build a rewarding real estate direct mail marketing approach. Whether from the ground up - starting with the list or to enhance your existing plan or to better execute with our print and USPS entry advantage. Improve your sales funnel, contact us today to start generating leads and building your brand!