Real estate postcards
First the question: How is it that some real estateagents achieve such success with postcard marketing while others failmiserably? Most importantly what's the "secret" the successful agentsknow about real estate postcards that the struggling agents don't know?
The fact of the matter is secret lies within The Pyramidof Postcard Success! I have used the term The Pyramid to represent what I have seen in real estate marketing over the years. Just assume a normal pyramid with the base at the bottomand the apex pointing upward. In addition take into account the bottom of the pyramid labeled with "lowest response rates." Remember that the baseis wide because that's where most real estate agents are, much to theirdispleasure. After that imagine the top of the pyramid labeled with"highest response rates." In general it is worth pointing that the top of the pyramid is narrowand pointy because there are a relatively small number of agents up there ... anexclusive club, to be sure!
The Pyramid (lowest postcard response rates) is where the largest number ofagents find themselves -- whether they realize it or not. You may ask why? Thisis due to the fact that it's the easiest segment to enter. In other word anyonecan "join" this club, though I'm not sure you would want to. In anideal scenario it's identical to playing a sport or a musical instrument inthat regard. More often there's never a shortage of starters!
We can also pretty much imagine that there's lots of room atthe top. That\'s because of the simple reason that it takes knowledge, practiceand persistence to reach the top. The tougher something is to achieve, thefewer people will actually achieve it. In this regard going back to the sportsand music analogy, there was only one Beethoven but thousands of pianists, andlots and lots of golfers but only one Tiger Woods. All in all it takespersistence to reach the apex of any endeavor.
Taking this into perspective, the goal, then, is tosystematically climb The Pyramid and get as close to the top as possible. Inthat sort of situation you'll find true postcard marketing success, at the top.Remember the point that reaching the top means more return on your marketing investment.As a matter of fact it means your postcards succeed in generating a goodresponse. Apart from that it means more clients, more commissions and moregrowth. In other word it means you're the Tiger Woods of postcard marketing!
Point here is real estate agents have been usingpostcards to market their services for decades. But as technology is improvingwith every passing day (i.e. the Internet), postcard-marketing strategies mustalso evolve.
To get the large chunk of benefits out from your postcardmarketing program, it is quite mandatory that you should integrate yourpostcards with your real estate website. Majority of buyers and sellers takethe help of Internet at some point to conduct real estate research. TheInternet plays a pivotal role in assisting people shop for homes, learn aboutmortgages and find real estate agents.
This Internet routine is already happening; therefore youdon't have to do anything to generate it. All you required to do is capitalizeon it. The question now arises: How can postcards help you capitalize on webtraffic? Below you will find few tips in this regard:
One main method to integrate postcards with your websiteis to promote an offer that the reader can take benefit of online. In an idealscenario this might be a free report, a seminar, or anything else that can bedownloaded, subscribed to, requested, or of course learned about online.
This more often enhances the value of the postcard, whichin turn increases the postcard's chance of generating a response. For that tohappen just be sure you have some form of lead-capturing mechanism in place onyour website, even in case if it's something as "low-tech" as havingpeople email you for the item. The fact is to make contact, not just to giveaway freebies. In that regard you have an option of building an informational resource sectionof your website and point to it with your postcards? Keeping this aside maybeyour resource center includes property listings with virtual tours. Or in otherword maybe it's a collection of home buying downloads, such as a mortgage guideor a buyer's checklist.
By implementing all this, you are once more adding valueto your postcard. Most importantly you're giving the recipient a reason to
(A)hang on to the postcard,
(B) visit your website,
C) learn more about you,
(D)crucially trust you,
(E) contact you, or as a matter of fact all of the above!Remember that this last point -- direct contact -- comes from having websitelead generators in place like we mentioned it before.
Alternate Response Paths
Furthermore by tying your postcards into your website, you're offering peopletwo ways to communicate -- direct and indirect. A directpath on a postcard would be a phone number. Few of the interested prospectswill opt for the direct route and call you immediately. On the other hand thosewho are less direct would rather learn more about you first. They requiredgetting accustomed before them "raise their hands.
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