First impressions matter, especially in the world of real estate. When a property hits the market, there's a limited amount of time that agencies have to capture the interest of potential buyers and generate word of mouth within the local community. Just-listed postcards are an effective way to showcase new listings because the tangible nature of direct mail ensures that your message will end up in the hands of your target audience. Whether you're looking to attract buyers, spread brand awareness, or build your reputation as a local real estate expert, just-listed postcards can help you stand out in a competitive market.
Just-listed postcards are a direct mail marketing tool specifically designed to help real estate professionals announce newly listed properties to a targeted audience. Functionally speaking, they're just like any other direct mail postcard, but the design features high-quality images of the property as well as details such as asking price, location, and key features. The Call-to-Action statement should encourage recipients to contact the property's agent to learn more or schedule a showing.
When a home is newly listed, you can use a direct mail postcard campaign to generate immediate buzz about the property. It's a tangible and noticeable way to reach potential buyers, neighbors who may know someone interested, and even homeowners who are thinking about selling. Unlike marketing emails, direct mail postcards are less likely to be lost in a crowded inbox and more likely to be read by their recipients. They make for a valuable addition to any real estate marketing strategy.
Just-listed postcards can increase the visibility of a new property by calling potential buyer’s attention to it. Whether you're targeting a more general population in the nearby geographic area or want to go after specific demographics, the targeted nature of direct mail allows you to show new listings to prospective buyers. It makes more of an impact than email or social media marketing because the tangibility of direct mail postcards make the listing more noticeable and allow for the possibility of long-term exposure if the recipient keeps the postcard.
Whereas digital marketing notifications can be easily ignored, most individuals check their mail on a regular basis. Through your direct mail postcard you can connect them with information about the listing through a QR code or website address. You can use this marketing strategy to generate buzz among potential buyers, increase signups for tours and open houses, or lead recipients toward whatever actions you'd prefer them to take.
A clear, high-quality image of the listed property should be the most prominent feature of your direct mail postcard. Leverage your best photography to deliver a strong visual impact to your audience. The surrounding design should also compliment your images. This includes your choice of color scheme, font, and other design elements such as your agency's logo.
A call-to-action statement should be featured prominently within the content of the postcard as well. Call-to-action refers to the sentence within your marketing copy that instructs the reader on what you want them to do next. Depending on the marketing goals of the campaign, this can range from visiting a specific web page, calling a phone number, or filling out an online form. Your campaign should be focused around one marketing goal. Pick an action that aligns with that objective and use that as the basis for your call-to-action statement.
Don’t overload your postcard with too many conflicting elements because your design may come off as messy or unfocused. Include a few different high-quality images of the property, but not so many that they start to feel cluttered or become distracting. Highlight the key features of the property with three to five photos; your call-to-action statement can lead your audience to a web page that features more images of the property.
Also be sure to highlight key details of your property in the postcard's copy. This includes factors such as price, location, and standout features like square footage and special amenities. Failure to mention important details about your property may leave your audience confused or feeling unmotivated to take further action. Including images of the selling points you're referring to in your copy can help add visual reinforcement and generate intrigue, so plan your image selection in tandem with the features you want to draw attention to.
When considering options for printing, use a high-quality cardstock for your just-listed postcards that have a durable and professional feel. Your postcard should be resistant to wear and tear damage as it moves through the postal system; 14pt or 16pt cardstock is recommended for durability. Also be sure to apply a glossy finish to your postcard for added visual appeal; it will make your photos appear more vibrant and sophisticated. If you don't have the means or experience in-house, you'll want to partner with a professional printer that can ensure your postcards are high-quality.
Distribution considerations should include a focus on geographic farming–or neighborhoods where you want to establish your presence as a reputable brand for real estate services. Within your selected farms, you can also narrow down postcard recipients by demographic characteristics such as age group, income level, or other factors that align with the property. Think about what kind of mailing list best aligns with your goals for the listing. A more general geographic distribution will help generate brand awareness within your farm, whereas a narrowed down demographic mailing will help you find leads for accelerating the sale of the property.
Stick to one, focused call-to-action statement rather than listing multiple potential actions that the recipient could take. If given too many options, a prospective buyer might become confused or indecisive about how they want to pursue your listing. Even if you have multiple methods of contact available like a website form, email address, and phone number, it's best to pick the one that brings you closest to your marketing goals.
It is vital to send out your just-listed postcards in a timely fashion. If there's too long of an interval between when your property goes on the market and when you initiate your campaign, you'll lose the buzz that could potentially be generated from the novelty of the listing. Not to mention if your mailer is in development for too long, market conditions may change, resulting in your postcard having outdated information which could damage your professional reputation. You'll want to do your best to ensure that the list selection and design process for your campaign are quick so you can get your postcard sent out while conditions are optimal.
Before initiating your campaign, take time to establish your marketing goals so that you can select the other elements of your postcard mailing with them in mind. You'll want a success metric that will be directly connected to the requested action in the call-to-action statement. For example, if you want to increase open house attendance as your marketing goal, your success metric should be open house sign-ups via an online form. Your call-to-action statement within your postcard should lead the recipient to follow a QR code or website address that will take them to a landing page that features the form you want them to complete.
It may be difficult to establish a baseline for success within your farming community due to the fact that the demand for real estate differs among buyers due to their personal situations. You can, however, still establish a baseline for brand awareness within your community through event marketing and other forms of engagement. You can watch engagement increase through your social media following and attendance of events and open houses. Identify what numbers you are consistently achieving and then make small adjustments to your marketing strategy to see what your community responds to.
Just-listed postcards are a great way to drum up interest on newly-marketed properties within the first few weeks, however, you'll want to ensure they meet professional standards in presentation and delivery timing. If you lack the ability to formulate this kind of campaign on your own, consult an industry expert. Cactus Mailing has delivered professional results on more than 50,000 direct mail campaigns including many real estate marketing pieces. We'll handle everything from mailing list selection to design to printing and distribution, so you have time to focus on other aspects of the real estate business.
Get connected with one of our direct mail experts today to see how postcard marketing can help enhance your community presence.