Better Blogs, Websites, and Marketing

Postcard Marketing

by Sue Leipzig on April 8, 2012

Postcard Marketing: An easy, inexpensive way to rev up your marketing campaign

I’ve always enjoyed creating postcards and I believe in the value of postcard marketing. I was a little surprised when I recently read a book about real estate marketing that advised against sending out postcards. I rubbed my eyes and re-read the paragraph to make sure I wasn’t mistaken. No mistake–this author was saying postcards are a waste of time and money, both of which would be better spent taking clients out to lunch. (note to my broker: I like the latter part of this idea).

I don’t see how anyone who claims to be a real estate marketing professional can try to put the kibosh on postcard marketing. True; one-size-fits-all postcards are passe, but targeted postcards that speak directly to some of your clients are quite effective. That is the tricky part – not all of your clients are in the same cycle of house hunting, so how can you send them all the same postcard? You can’t — well, technically you can, but you shouldn’t. The clients that have been on your list for 7 or more years need a very specific postcard asking them if their current house suits them – perhaps they need more room, perhaps less – your job is to find out exactly what question to ask. There should also be a group getting a “first anniversary in the new house” postcard – you’ll need a supply of these. Oh, and there’s the “I appreciate referrals” postcard, which can go to all clients, but not all at the same time. This all sounds very expensive and complicated, but there is a method to the madness.

As mentioned in the Customer Database article, your database should make it easy for you to break down your list and determine who should get what. Once you get in the habit of keeping this information up-to-date, its a breeze. Databases can keep track of virtually unlimited information and it can be sorted to the finest detail.

postcard marketing with Oryan ConsultingWe all know that ordering 500 postcards is cheaper than ordering 25 postcards (yes, believe it or not, you can order as few as 25 professionally printed postcards. I get all kinds of giddy at the thought.) However, sending 20 sets of targeted postcards is the better bargain when you consider the ROI (return on investment).

So while I think the author of the real estate marketing book probably had a good reason for squashing the postcard idea (I wouldn’t know, I couldn’t get past this chapter), I still believe that postcard marketing is an important part (and just one part) of your marketing efforts. As long as you target your audience for this easily read, unobtrusive, and inexpensive marketing tool, you can’t go wrong.

Oryan consulting can handle the entire postcard marketing campaign for you – from data collection, database creation, postcard design, printing and mailing. Call today to find out more. 503-805-7309

Susan Leipzig is a joy junkie, Class A introvert, WordPress fanatic, and Administrative Consultant ready to help you remember what you love about your business. Call today to schedule your consultation. 503-805-7309

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