Real estate agents send marketing postcards for any number of reasons: to promote new listings, showcase recent sales and success stories, remind potential clients that they’re local market experts, or just to offer quick tips for homeowners. These kinds of direct mail pieces tend to be obviously about making the sale or getting the listing. Personal marketing postcards, on the other hand, offer a chance to reach out to your market with a softer touch.
It may seem counter intuitive, but a personal promotion postcard is all about the offer. What kind of value are you offering your leads? The goal of any personal promotion postcard campaign is to drive engagement. You don’t want this to be a one off – you are looking for leads to connect with you on social media, sign up for your newsletter, reach out to you with a market analysis question. And since consistency is the cornerstone of effective direct mail, you also want to set the stage for future mailings.
In order to do that, you need to treat your prospect’s time and attention like the limited, valuable resource it is. Your postcard should do more than just say “Hey, I’m here.” Instead, it should focus on a need that your leads have. Aim for a friendly, conversational tone in your copy. There are several occasions and offers that can make for a valuable personal marketing postcard:
- You’re offering a real estate seminar (especially great for a specific market, like first time home-buyers or military families)
- You’re running a contest
- There is a change in law or a new grant that home buyers and sellers should be aware of
- You have a special report to offer, packed with valuable information
You can probably come up with more great ideas on your own. The key is to make sure that when people receive your postcard, they view it less as an advertisement and more as a missive from a friend. And if you’d like design advice to make sure that your personal marketing postcard isn’t lost in the clutter, you can always reach us at 1-866-763-8720. We’re here to help you stand out.