To postcard or not to postcard? That is our question for the day.
Postcards serve as a versatile instrument in marketing your real estate services, whether it's promoting your listings, introducing yourself, or sharing valuable information such as market reports. They are an excellent means of putting your name and information in front of potential clients.
ROI Considerations
It's essential to remember that it usually takes 3-5 mailers to generate a lead. While it's possible to get leads on your first attempt, it's crucial not to be disheartened by a lack of immediate response. Agents who consistently send out postcards tend to secure an additional 2-3 deals annually. Assuming an average 2.5% commission on two $300,000 homes, this equates to an extra $15,000 in commission each year. Moreover, following up with clients may lead to referrals and repeat business in the future.
Consistency and Frequency
To achieve the best ROI, sending postcards once a month is ideal, particularly when sharing market reports or recent sales within a specific neighborhood. However, if monthly mailings are not feasible, aim for a consistent schedule, such as every other month or once a quarter.
Understand Your Farming Strategies and Planning
Geo farming involves selecting a geographic area to target, such as neighborhoods, zip codes, school districts, or apartment complexes. When choosing a farming area, consider the number of households, property demand, turnover rate, and competition from other agents.
Demographic farming, also known as niche farming, targets a specific group sharing common interests or characteristics, such as first-time homebuyers, seniors, divorced parents, luxury homebuyers, or those seeking second homes.
Predictive farming uses algorithms to analyze publicly available data to predict who may buy or sell a home soon. Identifying these individuals allows you to include them in your postcard campaign and be the first agent to make contact. According to a NAR Trends report, 82% of sellers choose the first agent they interview.
Where to Begin
The MLS gives you great tools to pull local addresses and lets you whittle down categories to really bring you the target audience you're looking for.
Remember, if you're too overwhelmed, Solutions happily does this for you, so shoot me a message and we'll get those lists pulled and cards made.
Patience is key when utilizing postcards for marketing, as they may not yield instant results. However, the leads they generate will likely be warm and ready to engage, making postcards a valuable long-term marketing tool.
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