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Postcard Marketing

3. Maintain consistency in frequency and branding.

Effective postcard frequency is nine to 12 times annually to your highest-value market, and four to 12 times annually to other targeted markets. The goal of any marketing campaign is to create top-of-mind awareness. That means when the targeted market thinks of real estate, your name should come to mind. And when your name comes to mind, the targeted market associates it with a successful real estate experience.


4. Target high-value markets.

A market is simply a group of people that have something in common. High-value markets are the ones that will bring the largest return on effort and investment. You want to send your postcards to the groups of people most likely to generate the results.


Here is a hierarchy of high-value markets:


Your sphere of influence, including past clients

The neighborhood where you live and/or work

Other geographic or demographic markets that you have a high level of name or face recognition


Just-listed and just-sold campaigns violate this rule. The returns on these campaigns bring much higher returns when they are sent repeatedly to the same markets, even though the just-listed or -sold property is not in the immediate area.


5. Remember WIIFT.

As you put together any postcard marketing campaign, consider the mindset of your audience. The most important question is: What’s in it for them (WIIFT)? What is going through the minds of people in your target market? Are they curious about what is happening to property values? Are they wondering whether to sell or buy? Are they concerned about how local layoffs and unemployment are affecting their neighborhood? Do they wonder if the foreclosures that dominate the news impact their property value? Do they completely trust that you’ll do the best job serving their needs and bring them the best value for their home?


At first, many real estate pros don’t believe they can create a relevant or effective message, especially when it comes to selling themselves. But most practitioners can develop terrific messages if they apply themselves. They should get some help from their sphere of influence to do this. After a few conversations with colleagues, clients, and friends, the right message and verbiage will become apparent.


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