Why You Should Use Postcard Marketing

Such a simple little piece of paper. No frills. No envelope. No hassle. Yet picture postcards have travelled the world over, carrying messages short and sweet since the middle of the nineteenth century. Sent on errands from far and wide, they have highlighted “hellos” from Yellowstone and greetings from Maine. They have born images of Mount Rushmore and men on the moon and almost anything else you could dream of. Like carrier pigeons on a mission, postcard marketing has flown their way into homes around the globe for as long as postal services have existed.

Today, despite the move toward digital platforms to get our messages across, postcards and other forms of print media are still an important and essential part of any postcard for real estate marketing mix .

A postcard has the ability to target your audience with a clear and concise message in short order. And it does so in a way that grabs attention. A quality postcard is nearly impossible to ignore.

Here are seven reasons to include picture postcards in your real estate marketing plan for increased conversions and quality leads .

First of all, postcards are fast . It does not take a lot of time to design, proof, print, and mail your real estate postcards. Especially if you rely on a quality professional print service . Because turnaround time is short, postcards can be used for many purposes. And they do not take a lot of time out of your busy schedule. Sure, there are other forms of marketing to which you need to pay attention; some take more time and effort. But in between your other marketing initiatives, postcards keep you in touch with your audience on a consistent basis. Use a postcard frequently and save time for what you do best: building relationships in your community.

Any direct mail marketing costs less than advertising on radio or television, or even in magazines. A postcard is your most cost-effective strategy for getting out a message to your audience. Think about it. A postcard is but a single piece of cardstock. It has no envelope. That means no stuffing and sealing. Postage costs less for a postcard. And print costs are lower than other forms of print material. Once you know who your target audience is, you can choose between first class or EDDM (Every Door Direct Mail) options.

 Real estate direct mail marketing also allows you to pinpoint your target audience. Do you want to speak to likely buyers? Sellers? Somebody else? Are you aiming at a certain demographic, such as age group, income range, or family size? Once you have a goal for your message and an audience in mind, you can shoot straight for your target in short order. If you want to plant within a certain niche, you might opt for first class mail. If you want to scatter broadly, you might opt for EDDM. Either way, a postcard allows you to home in on a certain group of somebodies with an impactful idea or an amazing image that is difficult to ignore. A postcard keeps you in touch with your clients of today and those from the past. 

It is easy to fall into the trap of thinking that consumers have shifted to digital domains for all of their information. That simply is not true. While there has certainly been a trend toward technology, print advertising remains a strong contender for their attention. In fact, younger buyers in the market appreciate the tactile look and feel of print materials over digital ones. And online overstimulation has created a cacophony of voices that become difficult to distinguish. Sure, people get tired of junk mail too. But that is where a postcard comes in handy. Because a person does not need to open it up, they are immediately attracted to your powerful imagery and take time to read your captivating headline . Once you have their attention, you can keep it with a clear and concise message and call to action . Then your postcard is easy to stick on the refrigerator for future reference. Your audience, young or old or in between, will be more likely to attend to your message on a postcard than any other form of communication.

You know how many postcards you just mailed. And you know how many responses you received. Simple math. Postcards present an easy way to not only get your message across, but to gauge how effectively you did it. You can even experiment with different tactics. Mail out one image on, say, the first five-hundred cards and a different image on the next five-hundred. Collect the data as customers or prospects respond, and discover which was more effective. You can do the same with your headline, call-to-action, and more. Just make sure you have a call to action. Just one. Actually, the message you present should be simple, clear, concise, and to the point. The picture or graphics should feature professional photography , not quick cell phone pics. The headline should compel readers to read on. But, most importantly, your message should elicit a response . A phone call. A visit. Or, better yet, drive traffic online. Get them to visit your webpage or send you an email. Use a QR code to link to your social media site or a landing page asking for an email address before sending them to view a Matterport 3D virtual tour . A well-thought-out postcard is a means to keep in touch, but it is also a great way to generate leads.

With every form of communication you employ, you have the opportunity to market more than a property. You can market you . Your brand. Whether you follow a style set by your brokerage or fashion something completely unique to represent your business, your tools (website, social media presence, signage, real estate brochures , flyers, and postcards) should feature a cohesive identity to help you stand out from the crowd in a busy market. That includes components such as your personal photograph, logo, color scheme, font choice and other elements in a package that is easily and consistently recognizable. A postcard puts your brand in front of your audience, right next to a message that highlights how you can be of service to them. A professional design service can help you craft a brand identity that makes the most impact.

Uses for a postcard in your real estate marketing toolbox are limited only by your imagination. Unlike longer, more complicated forms of advertising materials, a postcard lets you pinpoint a message, aim it straight at your target audience, and send it straightaway. Consider the following as examples of ways you might consider using a postcard for your business:

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