People visiting different places tend to buy and mail postcards back home to their loved ones and the postcard shows picturesque details of the place. It is also an effective marketing weapon, as business coach Rich Levin states in a July, 2009 issue of REALTOR® Mag:
They may lack the dynamism of online social networks or the larger-than-life quality of roadside billboards, but postcards are a proven marketing tool for real estate pros. A big part of their appeal is that they can be produced and distributed fairly easily, at a relatively low cost, and you don’t have to be a marketing genius to develop them.
Often times, real estate pros believe that postcards take a long time to work, but that is simply untrue. Effective postcards work immediately and, over time, create an increased, steady flow of business.
There’s moderate wiggle room for competition, given the size of the Windy City’s property market, particularly within a 20-mile radius of the Sears Tower. Showcasing your services as a property agent and what clients can expect from you is a matter for quality marketing materials – such as postcards to help them decide. Start by tapping printing services in Chicago like Controlled Color Inc. for your hard-copy options.
Layouting and Quality
Even the most reputable Realtor® can still miss out on clients if they executed a bad postcard marketing campaign. Levin said the most important elements on a property agent’s postcard will be a professional-quality picture of you on both sides of the card, a short message that directly speaks to the target market, and the call to action with contact details, among others. The layout and content should remain consistent with other marketing materials like your website.
The card stock and quality are also vital when you request postcard printing from Chicago companies like CCI. Some experts say to have your cards printed on glossy paper and on larger sizes as the need arises. A bigger postcard can work if you want to highlight certain properties you helped sell or other listings.
Fire Then Aim
A postcard marketing campaign needs aiming at the properly-defined customer bases when launched. For instance, you can first send the postcards to your friends or past clients, then progress to people in your community or workplace. The real challenge is sending postcards to people in places where you have a positive reputation.
If you’ve printed and sent a good deal of postcards, now comes the hard part: the responses. You must jot down the details of the postcard recipient before you send it to them. Any positive responses and their nature – whether it’s about acknowledgements, appointment bookings, or information– are worth logging.
(Source: 5 Rules of Effective Postcard Marketing, REALTOR® Mag, July 2009)