Real Estate Postcards: The Mailing List
Part 1 | Part 2
In this section, the list refers to your mailing list (a.k.a. database). These are the folks you'll be sending your postcards to, in hopes of generating a response and, ultimately, some new business. These are your prospective clients, or in some cases previous clients.
When it comes to postcard marketing, the mailing list is more than a bunch of names. It's a primary ingredient of real estate postcard success. Sending the right message to the wrong audience is never right.
- Your audience should match your services.
- Your list should be as current as possible.
- Your list should be tightly focused (buyers vs. sellers, neighborhood, price range, etc.).
- Your list should be easy to validate, update and manage (electronic format).
Remember, your list connects you with your audience, and your audience determines your postcard marketing success. So give your list the attention it deserves. Ask all the hard questions: Is my list current? Are these the right people to focus on, given my objectives? Is my list too broad? Should I segment it into categories?
Segmenting Your List
A segmented mailing list lets you get more specific and relevant with your postcard message. If your audience includes both homeowners and renters, split them into separate lists. This will free you up to say exactly what you want to exactly who you want. For example, you could speak directly to renters by offering them a first-time buyer's seminar.
That's just one of many ways to segment your list. You can also break it up by age, neighborhood, buyer vs. seller, prospect vs. customer, home value, etc. Sure, it takes more effort on your part. But in this age of information overload, you have to make your message specific and relevant in order to make a connection.
Continued — Postcard Mailing Lists: Part 2 >>
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