How to Create a Killer Postcard in Real Estate

4 Tips for Effective Real Estate Postcards

Every real estate postcard has two specific goals. The first goal is always to get the recipient to read the card. In other words, you must ensure your postcard stands out among the rest of the mail.

The legendary direct-mail specialist Gary Halbert always used a trash can illustration to explain this marketing goal to his colleagues. In his research, he discovered that most people sort their mail above the trash can. While they flip through each piece of mail, either placing it in a 'read' stack or tossing it into the trash. Your first goal is to make sure your postcard ends up in the 'read' pile.

The second goal is to prompt the recipient to take action. You always want them to perform a specific action: visit your website, call you, subscribe to your newsletter, attend an open house, send a referral, and so on. Each postcard will differ but should always contain a clear call to action.

Keeping these two goals in mind, here are several simple techniques you can use to improve your return on investment (ROI) with real estate postcards:

1. Use Contrasting Colors

High-performing postcards are visually stimulating. They grab attention and engagement. One way to achieve this effect is by using contrasting colors.

Complementary colors usually have high contrast. If you look at the color wheel, these are colors positioned opposite each other. Examples: red and green, purple and yellow, or blue and orange. Black creates high contrast when used next to any color.

While complementary colors are not ideal for text (hard to read), they're very effective when used as part of a larger design. In other words, you need to understand the basics of postcard sending so that it stands out from the rest of your mail.

2. Target the Right Audience

You might have a beautiful postcard that stands out, but it won't deliver results if not sent to the right people. This is where postcard targeting comes into play.

There are several ways to create a segmented mailing list for realtor postcards. One option is sending to an entire neighborhood. You can choose neighborhoods based on factors like household income, age, property type and/or zip code, then send strategic campaigns to those addresses. Another option is using specialized direct-mail software that allows targeting very specific profiles. This enables you to target, for example, every resident in your city who has lived in their home for more than ten years.

A third option is building a database of past clients and slowly distributing postcards to them monthly. You may not see immediate results, but this long-term strategy keeps you visible to people already connected with you. And when the time comes for buying or selling, they're more likely to remember you.

3. Personalize

Research shows that marketing campaigns deliver 30% better response rates when postcards are personalized. If you want to boost your postcards a bit, try adding details like recent deals, neighborhood names, street addresses and/or the recipient's name. You can even include local information to show people that you're a community-rooted agent. These personal touches matter greatly.

4. Keep It Simple

When sending postcards, there's a temptation to include as much information as possible. However, too much information can actually have the opposite effect on your ROI. The goal is always to keep everything as simple as possible. This includes minimal text, minimal graphics and simple color schemes. You can always include a simple URL where people can learn more. But keep the postcard itself spacious!

Generate More Leads with Postcards

When integrated with other promotional methods, postcards can transform your marketing efforts. And if you keep the above tips in mind, you'll see a healthy ROI that fully justifies your initial investment. Good luck!