As we move toward the spring selling season, what are you doing to stay visible and relevant in your target neighborhoods?
Hopefully, you’re using farming postcards to stay in touch with prospects in the neighborhood. You don’t even need a mailing list – Every Door Direct Mail (EDDM) allows you to mail to every home on a postal route, and it costs less than regular postage!
To make sure your farming postcards get the results you’re looking for, follow these tips to create a great mailer.
One of the great qualities of a postcard is that the recipient sees it immediately. There’s no envelope to open, so the number of people who at least glance it over is almost 100%.
That doesn’t mean attention is guaranteed! You still have to have something on the postcard that will grab their interest in those first few seconds. Some ideas include:
- A funny picture or saying that piques curiosity. Humor is a great tool!
- Ask a question that triggers a desire or fear in your prospect. Desire and fear are powerful emotions for getting and keeping interest.
- Give useful information. Sharing a recipe or a home-related tip can ensure your postcard gets more attention.
Once you’ve gotten their attention, your postcard will get a closer look. It may even be kept for future reference.
Target Your Message
A useful or attention-getting postcard is a great start, but if you don’t follow up with a relevant message to the recipient, you’ll lose your momentum.
Remember that marketing is always about the client, not about you. You may be tempted to fill a postcard with your certifications and awards, but that doesn’t help the client understand why they should care.
Instead, address the client’s needs in your postcard immediately. If you’re focusing on families, try a headline like, “Need to buy a new home before school starts in the fall?” Or, if you’ve got retirees looking to downsize, a message like “An empty nest can be cozy. Let me help,” may work well.
Tell the Reader What’s Next
Once you’ve gotten attention and delivered a relevant message, what’s next? You need to make sure to answer that on your postcard. Otherwise, you’ve taken an interested prospect and left them hanging!
A powerful call-to-action is a great way to continue the conversation. It doesn’t have to be a direct “Call me for an assessment of your home,” although it could be. You could also use these ideas:
- Provide the link to a relevant post on your website and ask them to comment
- Ask them to share the postcard with friends
- Invite them to interact on your social media page
- Invite them to an event or open house
Whatever you do, don’t forget to have a call-to-action. You want to keep the relationship building, so let them know what’s next!
Consistency is Key
Once you’ve created a great farming postcard and sent it, you’ve started the conversation. However, consistency is key if you want to see real results. Try to send farming postcards at least six times a year – in fact, 9 – 12 is best.
Your highest-value market should get the highest frequency, and other markets can get fewer. Remember, it’s about getting your message, name, and face in front of prospects enough times that they feel like they can trust you with a major purchase. That takes time!