Effective real estate marketing never focuses on a single channel. While having online marketing strategies is great, it will be far more powerful if combined with print marketing and in-person outreach as well.
Real estate postcard marketing is a vital way to farm a neighborhood, introduce new listings, and share useful information with prospects. There are so many ways to reach out with postcards, and there’s far less competition in the mailbox than the inbox!
Real Estate Postcard Marketing With EDDM
Every Door Direct Mail, or EDDM, is a huge benefit for Realtors® because it allows you to use postcard marketing without having to buy a mailing list. You also save a significant amount of money on postage using EDDM – so really, it’s a win-win!
The best use for EDDM is for farming outreach and for advertising new listings. You can target the zip codes and postal routes in your desired area and reach every home on the route, without needing names and addresses.
Consistent EDDM is a great way to send useful information to help others know, like, and trust you, without having to pay a fortune for mailing lists and postage.
The Just Listed – Just Sold Postcard Campaign
Some Realtors® have the unfortunate habit of simply mailing postcards occasionally and never making a real system of it. While some mailings are better than none, the reality is you have to be consistent to build your brand.
- Coming Soon. You send a coming soon postcard to just the neighborhood around the new listing, to generate buzz and let them know that you’re active in the area.
- Just Listed. When the listing is official, you may want to buy a mailing list so that you can cast a wider net during your marketing phase. You can choose lists based on age, location, family size, and more.
- Open House. Using the same list as before, advertise the open house with a simple postcard. This helps remind your prospects that the home is available and invites them to see it.
- Just Sold. Done! Let everyone, both the neighborhood and your prospects, know that you have successfully sold the house. This will build your brand as well as let potential buyers know they should act quickly next time.
Use Postcards to Drive Traffic to Your Website
Raise your hand if you get way too much email. Oh yes, that’s everyone. Thank you.
Instead of using email as the only way to encourage customers to visit your website, include your website and other contact information on a postcard that you use in your marketing. Make the postcards informative and entertaining, and they’re more likely to be kept.
You can also drive traffic to your website by using postcards to promote a drawing or contest that recipients can enter online. Don’t make the mistake of only mailing once, though – sending one or two reminders is an important way to maximize participation.
Just Have Fun With Real Estate Postcards
Another avenue you can take with real estate postcards is simply to have fun. Celebrate a holiday, send a recipe, or simply share an interesting and less-known fact.
If you can make these postcards especially relevant to your target neighborhood, that is even better. Share a fact about the history of the city, or the anniversary of an important sports win or local event. If your area tends toward a certain demographic, consider sharing something they would find particularly interesting.
The reality is it takes multiple contacts before someone feels like they know you well enough to work with you. Focus on a small area, like one or two target neighborhoods, to maximize your budget. Don’t just choose one of these postcard ideas, mix them up. Keep things interesting by providing a variety of information to your prospects.
If you’re ready to get started with a real estate postcard campaign, we’d love to help! We can work with you to map out a strategy, set up EDDM, and even make sure your postcards are mailed according to your schedule. Contact us today!