Realtor Postcard Marketing - 3 Fundamental Flaws to Avoid

In my experience with Realtor postcard marketing, I would categorize the most common postcard problems into three categories:

1. Over-reliance on technology
2. Over-reliance on vendors
3. Over-reliance on weak offers

Here are some tips to avoiding these Realtor postcard marketing flaws altogether -- and to create the kind of Realtor postcards that generate a response:

Postcard Marketing Flaw #1 - Over-Reliance on Technology

Technology, by itself, cannot deliver success in Realtor postcard marketing. If that were the case, most Realtors would enjoy record-breaking responses from their postcard marketing programs. And that's obviously not the case.

Believe it or not, technology is the most straightforward part of the real estate postcard equation. A postcard marketing service can handle all of the technology for you. But there's the rub. Technology can help you deliver a powerful message, but it cannot create that message in the first place. That's your job. Your real estate postcard message, and everything that brings it to life, must begin with you.

Don't rely on technology to produce a powerful, response-generating Realtor postcard. Rely on yourself, what you know about your audience, and what you know about postcard marketing ... the latter of which you'll find in my Realtor postcard book.

Postcard Marketing Flaw #2 - Over-Reliance on Vendors

Postcard printing services can certainly make your postcard marketing program easier to manage. I know this for a fact, because I've worked for a couple of printing / direct mail companies. But you shouldn't outsource the strategy of your postcard program to a printing service -- you should only outsource the logistics.

Here's why...

Postcard companies are experts at the logistics of printing and mailing. At least they should be. But it's unlikely they are Realtor marketing experts as well. Trust postcard companies with the logistics -- develop the strategy yourself. And if you download my book on Realtor postcard marketing, you'll have all the strategy you need, right at your fingertips.

Postcard Marketing Flaw #3 - Over-Reliance on Weak Offers

When it comes to Realtor postcards, strong offers generate a strong response. And weak offers generate ... you guessed it, a weak response.

A lot of Realtors use the same formula when creating their Realtor postcards. First, you have the Realtor's photo. Then you have the carbon-copy message that homeowners have seen hundreds of times. Lastly, you have the phrase, "Call today for a no-obligation consultation."

Do your Realtor postcards follow this pattern. If so, your Realtor postcards match what 85% of your competitors are doing. How could you possibly hope to stand out by being one of the masses? Answer -- you can't.

A "no-obligation consultation" is not an offer. It is expected. Homeowners know they're going to get a consultation visit from a Realtor, same as they would get one from a pool builder, a carpet cleaner, a landscaper ... you get the idea.

To succeed with Realtor postcards, you have to knock people's socks off. You heard me correctly. You have to be different, better and smarter than all the other Realtors using postcards. You have to offer something so unique ... or valuable ... or buzz-worthy, that it makes the recipient sit up and take notice.

You want people to respond to your Realtor postcards. You want people to call you, email you, visit your website and subscribe for information, or something that allows you to follow up with them.

And if you need ideas in how to do that, you'll find them in the book!

~Brandon

Download the Postcard Book!
If you like the kind of honest, nuts-and-bolts advice contained in this article, you'll love the author's book on real estate marketing with postcards.