Real Estate Direct Mail Postcards - The Basics
In real estate, direct mail postcards have become a core part of the agent's marketing program. Agents use postcards to announce their listings, build their brand and attract new clients.
Direct mail postcard marketing is the act of sending postcards to a targeted list of people in order to achieve some kind of objective. In real estate, the objective is usually a response from the prospective customer. In other words, you're hoping your postcards prompt the recipient to contact you.
A Brief History of Real Estate Direct Mail
Real estate postcard marketing has been around for decades. My first experience with them was probably in the mid 70's, when local agents would announce their listings and open houses by putting flyers and postcards in my parents' mailbox.
The fact that real estate agents still use postcard marketing — 30 years later — is testament to the fact that they work. Or should I say, they can work if used properly. But let's not get ahead ourselves yet.
Postcard Technology Outgrew Technique
For the first couple of decades, the printing and mailing technology behind real estate postcards remained fairly static. Not much evolution or innovation took place. But in the late 80's and early 90's, dot-matrix printers gave way to digital machines and more advanced offset presses. Graphic programs emerged to simply the design process.
And, of course, there was that little thing called the Internet.
Internet Effect on Postcard Marketing
The Internet opened up a whole new industry for real estate postcards ... the web-based postcard service. Today, real estate postcard vendors use the Internet as a transmission tool, allowing agents to upload their postcard design or create it online. These companies then print and mail the postcards, so the agent never even has to touch them.
Real Estate Direct Mail Hasn't Evolved
But while the technology behind real estate direct mail postcards has certainly evolved, the methods real estate agents use have changed much more slowly. Technology hit a growth spurt, but marketing practices stayed where they were.
This skewed evolution created a problem, and it's a problem this book seeks to address. The problem is this. The Internet led to a new age of communication and a new breed of information-empowered consumers.
But up to now, most real estate agents have failed to account for this in their marketing efforts. In fact, it has been my experience that most agents still rely on outdated tactics that have little chance for success in this modern era.
Enter the Real Estate Postcard Book!
I wrote a book to address all of these factors, and to show agents the path to direct mail postcard success. Based on my experience in this industry, I devised the Pyramid of Postcard Success to reflect what I've seen while working directly in the postcard marketing industry. Then I laid out the steps to climbing that pyramid.
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