Direct mail may seem like a thing of the past, but let me tell you, it is far from obsolete. In fact, when it comes to real estate, real estate postcards can be a game changer. But how do you make sure your mailer stands out among the bills and junk mail cluttering up your potential client’s mailbox?
Designing Eye-catching Real Estate Postcards
First and foremost, focus on the design. Make sure it is visually appealing and catches the eye. Use high-quality images of the properties you’re trying to sell. This will make it more likely to be noticed and remembered.
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 and way too much content stuffed together. You want to do the opposite: high-quality imagery with simple, concise messaging that drives action. You also don’t need to spend time hiring a graphic designer as we offer a variety of free postcard templates that are 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.
Next, 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. 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}} name. When each postcard is printed, the property value unique to that recipient will appear.
Crafting Compelling Copy for your Direct Mail Campaigns
When it comes to creating copy for your direct mail campaign, it’s important to remember that your message needs to be clear and concise. You only have a few seconds to grab your reader’s attention, so make every word count.
Highlight the key selling points of your property, such as its location, amenities, or unique features. Make sure to focus on the benefits of the property, rather than just the features. For example, instead of simply listing the number of bedrooms and bathrooms, emphasize how spacious and comfortable the living areas are.
To make your message even more compelling, use persuasive language that appeals to your reader’s emotions. Consider using descriptive language that evokes a sense of luxury or relaxation, depending on the type of property you are promoting.
Finally, be sure to include a call-to-action in your copy. This could be a QR code that leads readers to a website where they can learn more about the property, or a phone number they can call to schedule a viewing. By providing a clear next step for your reader, you increase the chances of converting them into a qualified lead.
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.
Targeting the Right Demographic
Now let’s talk about understanding your audience. Who are you trying to reach? Are you targeting new homeowners or those looking to upgrade? Are you targeting a specific neighborhood or demographic? Once you have a clear understanding of your target audience, you can tailor your message and design to speak directly to them.
Use demographics, such as income level, age, and family size to make sure the properties you’re promoting will be of interest to them. And if you have a specific property that you know would be perfect for a certain type of buyer, don’t be afraid to use personalization in your mailer, addressing them by name and tailoring the message to their specific needs and wants.
Once you’ve built a targeted mailing list of your intended audience, you’re ready to upload it to Mailjoy. The list you upload can be more than just names and addresses, you can include any sort of data you want. In the above example, we referenced property value data.
Measuring the Success of Your Postcard Campaign
Tracking your results is crucial when it comes to direct mail campaigns. It allows you to analyze the performance of your marketing strategy and make necessary adjustments. One effective way to track conversions is by using personal URLs or QR codes. These codes can be added to your mailers, allowing you to monitor how many recipients are visiting your website or landing page. By analyzing this data, you can determine the success of your campaign and make changes to improve future efforts.
Another way to track your results is by creating a unique landing page or phone number exclusively for your campaign. This provides you with valuable insights into how many leads your direct mail campaign has generated. By analyzing the number of calls or visits to your landing page, you can determine the effectiveness of your mailers and make changes to your strategy to achieve better results in the future.
By tracking your results, you can also calculate your return on investment (ROI) and determine if your direct mail campaign was successful. This can help you justify your marketing spend to your boss or stakeholders and make informed decisions about future marketing campaigns. So, don’t forget to track your results and adjust your strategy accordingly to ensure the success of your direct mail campaign.
Ready to try it for yourself?
By following these tips, you’ll be well on your way to boosting your real estate sales with the power of postcards. So go forth and send some mail, and watch your sales soar!
Learn more about getting started with real estate postcards here. New to Mailjoy and want to send the easiest and smartest direct mail yet? Sign up here for free!
