Realtor Postcard Marketing: A Complete Guide to This Essential Marketing Practice

If you work as a realtor, you know that prospecting can be daunting if you don’t use the right tools. However, you can overcome the process by relying on the use of mailers such as realtor postcards.

The use of postcards is unique to the real estate industry and therefore makes a big difference in buyer interest, sales, and listings. By using postcards, realtors can work in their local area with the added assurance that they’ll get results.

Postcards are used to produce leads and build a realtor’s brand through realtor postcard marketing campaigns. These mailers often are called production postcards because they make things happen.

So, how do they do this?

Getting the Message Out

Postcards cover several purposes for communication. Realtors use postcards to inform people in their community about:

  • New property listings
  • Just-sold properties
  • Properties currently under contract
  • Neighborhood open houses

When you send out any of these types of postcards, you create a buzz in the community about the real estate market. People like to receive these details, as it gives them an idea of their own property’s value.

According to research findings, most people do not want to move out of their area when they make a move. Therefore, receiving a postcard gives them some helpful ideas about where they might like to settle if they do move.

Be the Go-to Person for Buying or Selling a House

To ensure that you’re the one person people call or email, make sure you include all your contact details on the postcard with a professional picture. Postcards should be sent out on a regular basis so people get used to seeing your face and company info.

Doing so will build your brand and let people know you are the go-to real estate agent in their community.

To ensure your postcard campaign is successful, you need to work with a postcard provider that serves people just like you in the real estate industry. Doing so will give you an edge over the competition.

Work with a postcard company that offers the latest in technology and reasonable rates so you can regularly get the message out about real estate updates. 

How to Get Noticed

Grab people’s attention with a 6 x 9-inch postcard made from high-grade software, such as Adobe InDesign. This is the software that design professionals use. 

You can make any edits in your browser without sacrificing the postcard’s professional look and format. Typically, a postcard company has hundreds of postcard templates from which you can choose to customize your message.

Working from a Postcard Mailing List

When it comes to postcard mailings, you also have to rely on a mailing list and tracking system. The tracking system allows you to check your postcards as they move through the USPS delivery process. This will help you review deliveries and make sure your messages are sent. 

This will also allow you to track your postcard campaigns efficiently and regularly. You can use your own list of recipients or employ the postcard company’s list builder to create local lists. In addition, you can also create “do not mail” lists that will remove recipients from the future mailings you send.

A list-building software refreshes lists in accordance with the U.S. Post Office’s change of address information. By using the technology,  your postcards are delivered to those property owners who may have moved or who are temporarily away.

How to Get Leads for Listings

You can also use the templates provided through a postcard company for real estate valuations. This type of software gathers the email addresses of people who want to have their property valued. 

For example, a valuation postcard might read as follows:

Get a Free Home Valuation for the Home at [Recipient’s Address]

The message might include an incentive, such as “Prices are Selling at a Higher Amount So Now Might Be a Good Time to Sell.”

Include the name of your real estate company at the top of the postcard and list your phone number and email address along with your picture as well. This marketing approach will get the phone ringing and fill up your inbox so you can focus on listings.

However, you should not just send out your postcards to a specific zip code, especially if you want people to read your mailer. You need to target your audience instead. Doing so will reap you a much larger return on your investment.

Therefore, you want to reach the more desirable customers through segmentation, targeting, and position. Segment your market into groups by age, renter or owner, or income. From this information, you can narrow your list to people, for example, that fall under a specific age range and income. Define and detail the types of people you wish to reach with your postcard message.

Narrowing Down Your Prospects

The more you segment the data, the easier it will be to target your market. For instance, you can segment your mailings into specific categories. That way, you can send out postcards to those people who are more likely to respond to the mailing. 

For instance, you might want to narrow the field by:

  • Targeting listings of retired people who are seeking to downsize.
  • Pinpointing people who want to find a starter property. 
  • Seeking buyers whose income falls within a specific range.

By taking this approach, you avoid wasting money and time by sending out postcards to people who do not have the resources or interest to buy a house.

You can use the software resources and templates of a postcard company to build an email list, construct the message you want to send, and regularly send out postcards to interested recipients. 

You can also tie the messages you send by postcard to your social media accounts. Reiterate what you print on your postcards so you can engage with your audience online.

Make Postcard Marketing Work for You

One of the key hurdles that new realtors must overcome is figuring out how to obtain leads. By aligning yourself with a postcard company, you can turn to prospect into a worthwhile and insightful activity.

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