Real Estate Postcard Q&A
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Postcard Design Questions
- What are the best places to achieve customized looks?
- Does the use of colored paper have an affect?
- How can design be used to improve postcard response?
What are the best places to achieve customized looks and creative thinking?
If you're looking for a vendor who allows customization and creativity (both good things, by the way), you need to ask two questions: (1) Do you have any online design features? (2) Can I upload my own artwork?
Most of the real estate postcard strategies I've outlined in this book call for a lot of design flexibility. In other words, you won't find a "stock design" or template that meets the standards I've set in this book. The reasons are obvious. When a postcard vendor creates a design for everyone to use-a template-by it's very nature it won't be as effective as the "Super Card" strategies I teach you in this book.
If a postcard design accommodates a lot of people, how unique and powerful could it be?
The wise postcard vendors have addressed this by accommodating the two things mentioned above -- online customization and the use of customer artwork. If you choose a vendor, make sure...
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Does the use of colored paper for postcards have an affect on the receiver?
Color printing has been shown to improve direct mail response rates time and time again. David Broudy and Frank Romano (of Rochester Institute of Technology) conducted a landmark study on the effects of color and personalization on direct mail response rates.
But normally, when you talk about "full color" in real estate postcard marketing, you're not talking about color paper, but color printing. In other words, all the paper is the same white stock, but the color comes from the design itself.
In this day and age, I strongly recommend against black-and-white postcards. Here's why...
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How can design be used to improve postcard response?
Color photos outperform black and white — that's the easy part. Now let's talk about your postcard design elements. First, keep them simple. Your real estate postcard's content matters the most (your headline, your offer, etc.). Your design should serve the sole purpose of making that content easy to read. And color used the wrong way is worse than no color at all. So be tasteful with your design elements.
If you don't have a graphic designer at your disposal, read an article or two on the basics of complementary colors. Why? Because many of the real estate postcards I've seen over the years were...
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