7 Effective Ideas for Designing Direct Mail Postcards

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Print advertising remains an essential and effective component of your real estate marketing mix. And that includes direct marketing through the use of direct mail postcards . Even in our online world of digital development, a majority of customers still believe print marketing to be a trustworthy source of information. Postcards are a simple, cost-effective way to harness that trust.

Why use a Direct Mail Postcard?

Besides the fact that they are an affordable marketing option, postcards for your real estate business present a number of benefits to your business and offer opportunities to develop relationships with your community. A postcard is simple in its presentation, easy to make, and takes up little time. It offers a route for a steady flow of communication, quick and timely. A postcard can capture attention faster than other media and does not require readers to click on, navigate to, open up, or unfold in order to see its message.

You can use a real estate postcard for:

Lead generation. With a simple call-to-action you can direct your audience to visit your website, come to an open house , send an email, fill out an online form, enter a contest, or some other means of collecting their contact information. Take creative advantage of the lead generating possibilities of a postcard.
Tracking. With a direct mail postcard campaign, you can track your marketing strategy. Track those calls-to-action and gauge the effectiveness of your efforts and your return on investment.
Testing. Along with the ability to track your effectiveness in a given market, you can also test unique elements of your campaign. Because postcards are simple and inexpensive, you can send them out in batches. Create one batch using a website url as part of a CTA and another with a QR code linking to that same page. In that way, you can test the effectiveness of one method over another. Try the same with other features: image layouts, logos, headlines, etc.

Only your own creativity can limit your options when it comes to capitalizing on the use of real estate postcards.

What should go into a real estate postcard?

When it comes to the actual content that goes on a postcard, there is a lot of room for creativity. There are also a few principles to keep in mind. A direct mail postcard can be just another piece of junk mail destined for the recycle bin. Or it can leap out of the pile and scream, “Hey, look at me!” But you do not want it to shout in a brassy and abrasive voice. You want your postcard (and any other print advertising, like your brochures or real estate flyers ) to speak with elegant authority.

How do you do that? Well, beyond creating a catchy and compelling headline, consider these 7 ideas for designing your real estate postcards.

Carefully Consider Your CTA – A call-to-action is a fantastic reason to use a postcard for your real estate marketing. It is also an essential component of a real estate postcard. Without a clear CTA, your mailings are simply sent out into the universe with no clear purpose or means to track their success. A CTA is the ultimate goal of your postcard, whether that be to encourage your audience to call, to email, or to visit a webpage (with a request for information on their way to view a Matterport 3D virtual tour or an online listing). Choose the response you want from your readers and design your postcard to elicit that response.
Include Your Contact Information – While your picture, email address, phone number, office address, and the like are not the primary focus of your postcard (at least they shouldn’t be, unless your goal is to introduce yourself to the community), they are important. Make sure to include any relevant contact info so that your audience has a range of options should they choose to get in touch. Not only should you include that information, it should bear the marks of your personal business brand. That includes your logo, font selection, layout, color scheme, and more.
Display Powerful and Professional Imagery – A picture is worth, well, as much as anything else on your postcard when it comes to grabbing attention. Maybe more. People shopping in the real estate market and those who may look later are attracted to the visual elements of a property. That is how you will catch their eye. That is how you will inspire them with a good first impression. The need for a relevant photograph on your postcard is eclipsed only by the need for that photograph to be clear, eye-catching, and high-quality. A quick cell phone pic will not do. At least not if you are trying to convey the message that your message is worth reading. Or your services worth contracting. Here is where you might want to seek out a professional real estate photography service .
Send a Strong Message – If anything rivals a captivating image, it might be an engaging headline. Keep it succinct. After all, there is not a lot of room on a postcard. And keep it above board. Consumers are becoming increasingly wary of over-the-top claims that clearly cannot be verified but that are used to merely grab attention. A strong headline followed by carefully worded text can do the job just fine. Make your message clear. Design your text in sharp, bold fonts to stand out. Write with authority. Most importantly, write with your audience in mind. What is in it for them? Write to their needs, both physical and emotional. What are they looking for and how can you provide it?
Keep Those Messages Consistent – Sending out a random postcard will do little or nothing for your business. It will likely not leave any lasting impression. Sometimes people need to see your name, photo, and message two or three times before they decide that it is important to them. Other times, a person is not in the market at the moment, but later on is in a different position. Mail your postcards and other print advertisements at regular intervals to highlight new listings, properties recently sold, community events, holidays, market trends, and more.
Craft With Quality Materials – If you want to deliver the message that your services are not worth pursuing, then, by all means, send postcards made with cheap and inferior materials. On the other hand, if your goal is to impress your audience with top notch service, then you might consider investing in high quality products. Since postcards are relatively inexpensive to begin with, they offer an excellent opportunity to step up to a superior product without a significant hit on your budget. Opt for a heavy cardstock with a high quality matte or glossy finish; matte for a message-focused card and glossy for a photo-centric one. Professional print services will offer both priority first-class and EDDM (Every Door Direct Mail) options.
Be Sensitive to the Season – Holidays are an excellent opportunity for you to keep in touch with your audience, even when (especially when) there are no other events or occasions to send a postcard. Wish folks a “Happy Holidays, “Merry Christmas”, or “Happy Thanksgiving”. Let them know you are thinking of them at Easter or Halloween or St. Patrick’s Day. Fill in between your other advertisements to keep in touch. You might showcase seasonal properties too. Highlight a snowy cabin in the woods during the long winter months, or a home on the lake in summer. Keep your business up front and relevant in the minds of your audience members. Let them know you are available and ready to serve them when the time comes for their next purchase or sale.

While postcards are an effective tool for a host of real estate marketing needs, you will really leverage their potential if you focus on farming efforts in a targeted community. Rather than relying on a defined mailing list, you can simply send your messages to everyone in your target area. Determine the outcome you would like to achieve. Carefully craft your message. Incorporate the best imagery available. Become a consistent and reliable presence and you will become known as the go-to resource for real estate needs in your community.

The post 7 Effective Ideas for Designing Direct Mail Postcards appeared first on Hometrack Real Estate Marketing .

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