How savvy realtors use real estate direct mail effectively in 2023

Direct mail is far from obsolete. In fact, recent changes in technology have made it a powerful tool to match the personalization and more data-driven techniques of digital marketing. Did you know that print campaigns can be as sophisticated as digital campaigns? Savvy realtors who are looking for an edge in their markets still do real estate direct mail marketing, but they personalize each postcard or letter with data unique to the recipient. Every door direct mail tools still work, but if you have relevant data, you should absolutely use it.

Introduction

The kind of campaign you run will depend on if you’re targeting buyers or sellers. In other words the messaging, design and data you use should be relevant to the audience. For example, if you’re trying to get more houses listed in an area, you could use estimated pricing data for each property you reach out to. In this post, we’ll explore how surprisingly easy it can be to create personalized postcards with Mailjoy, a DIY tool to send direct mail campaigns as easily as email.

Get Noticed: Start With a High-Quality Real Estate Template

The design you choose is one of the most important elements to the success of your postcard campaign. All too often, postcards are poorly designed with low-quality stock imagery have way too much content stuffed together.

However, you want to do the opposite: use high-quality imagery with simple, concise messaging that drives action. You also don’t need to spend time hiring a graphic designer.

We offer a variety of free postcard templates, all professionally designed for conversion. For imagery, you should use high-quality photos of relevant properties, or if you do need to search for some, check out Unsplash or Stocksy.

Plan Ahead: Create a Smart Mailing List With Data

The mailing list is a list of properties you’d like to mail in your campaign. The list you upload can be more than just names and addresses, you can include any sort of data you want. For instance, in the above example, we referenced property value data. So, simply include that in your list and then map the field as a new custom field when uploading.

Design With Data: Add Personalization to Your Real Estate Direct Mail

With a postcard template selected and a list of properties to mail, you can now incorporate the custom data you uploaded into your design.

Spoiler: This is where things get cool.

Now, simply select any text field in the design and then click merge tags. This is where you’ll see all of the unique data you can add per postcard. At the top of the list, you’ll see the data you uploaded. Clicking it will then put it into your design in the format {{mergetag}}. When we print each postcard, the property value unique to that recipient will appear.

Measure Twice: Preview the Campaign, and Check the Proof

You can preview what each unique postcard will look like right from your browser. The live preview tool lets you see each recipient’s fully personalized postcard with the data you uploaded and merged.

Additionally, you should view the PDF Proof before you finalize your campaign. With the PDF proof you can see exactly how your postcard will appear when printed.

Personalized Real Estate Direct Mail is Easier Than You Think!

To sum up, Mailjoy is a DIY tool to send real estate direct mail campaigns as easily as email. Targeted mail is a product that lets you send data-driven postcards using the methods shown here. Our pricing is simple, and fully inclusive of printing, mailing (First Class postage), and tracking. Your recipients will receive their postcard in 4-6 business days.