How To Make Just Listed and Just Sold Postcards That Work In Any Area

*from jigglar.com

Are your agents considering using a Just Listed or Just Sold postcards? Before they do, you and your agents should read this! If your agents want to know how to make Just Listed and Just Sold postcards work in any area, you’ll need to cover five points.

Just Listed and Just Sold postcards are proven to be one of the best new business lead generators for real estate agents, but making mailers that work well and give a return on investment may be hard.

It’s important to make sure your agents:

  1. Stand out from the crowd
  2. Show how successful they have been in their area; and
  3. Give buyers and sellers confidence that they can do the same for them

Postcards That Work

There are 5 key attributes that your agents need in their mailers for them to have maximum impact.

The things needed are:

  1. Great photography
  2. Show what the properties were sold for or are on the market for
  3. Include testimonials
  4. The agent’s contact information
  5. A clear call to action

Let’s touch on each of those points in a bit more detail so your agents can win themselves more leads.

1. Great Photography

One of the most important ways to ensure your agents have a postcard mailer that grabs people’s attention is by including amazing photographs.

The old saying of images conveying 1000 words is probably more like 10,000 words when it comes to real estate photography.

There’s so much that a photograph conveys to buyers and sellers, and that goes the same for using the property photos of their previous sales to capture new sellers.

Long frontal shots that show off the best aspect work great for these mailers because they’re simple and can show similarities that resonate with other sellers.

2. Show What The Properties Were Sold For Or Are On The Market For

It is really important to be upfront about what kind of result your agents have achieved for their previous sellers.

Agents should include prices on their postcards. It gives buyers and sellers a reasonable idea about what they might be able to achieve for their homes, too.

If your agents are mailing this marketing piece to the same area, then this pricing information might be enough to get them over the line if they’re on the fence about selling.

Agents may also include additional wording here surrounding the prices to show whether it was a high price record for the area/street or how many days it was or has been on the market. Whatever is impressive, this is where agents may boast about it to new buyers and sellers coming on board.

3. Include Testimonials

Testimonials remain one of the most powerful motivators.

There’s something about hearing about other people’s success that makes you think “that could be me too”. For an agent, this is like gold.

Agents shouldn’t cover the back of their postcard in irrelevant fluff. If your agents want it to work well as a lead generator, they should include testimonials about what it’s like to work with them. Let their clients boast about the experience of working with them.

Make sure your agents also include names and photographs where possible and also comply with any local regulations about showing testimonials.

4. Your Contact Information

Obviously, agents need to include their contact information somewhere on the postcard. But, did you know that the placement and way an agent presents that information can make a massive difference?

Here’s what your agents need to include in order of importance:

  1. His/Her name
  2. His/Her direct mobile/cell phone number
  3. Personal headshot
  4. His/Her company logo
  5. His/Her website

It’s important that your agents include all of these if they can, but if they’re limited on space, just make sure that they at least get the top 3.

Also, pay attention closely to the readability of these items as that can affect the performance of your mailer.

Studies have shown that readability is decreased with light colored text on dark backgrounds, so if you are using a template with light text on a dark background you should look at increasing the point size of the font a little bit to help readability.

For templates where the color scheme is dark text on a light background, your agents won’t have so much trouble with readability.

5. A Clear Call To Action

Finally, let’s talk about a call to action – the most important piece of your agents’ Just Listed or Just Sold postcard.

This can take many forms, from the tried and true “free appraisal/price evaluation” through to more creative ones like “I have a list of pre-qualified buyers looking for properties in your suburb. Call me to arrange a chat today.”

Sometimes it can also help to offer a lead magnet, some type of brochure or flyer or report that will get sellers interested to know more about their local area’s real estate performance.

Can your agents put something together that will showcase the latest sales in their area with some interesting statistics? Could your agents put together a checklist of to-do items buyers and sellers may need to work their way through in order to prepare their home for sale?

This information is really interesting to people that are looking to sell and it is a good way to differentiate your agents’ just sold flyers from all the other similar mail people receive every day.

Regardless of how your agents word it, or what they are promising people, just make sure they don’t leave it out.

For more information on Just Listed postcards, contact the PAAR Marketing Center for a quote!

THE KEY TO GETTING SELLER LISTINGS: JUST LISTED AND JUST SOLD REAL ESTATE POSTCARDS

The Key to Effective Real Estate Postcards

*from quantumdigital.com

Learn how to use postcards to get the word out about open houses, new listings, and sold homes

When it comes to promoting your business, you’ve probably heard this advice: “just be out there!” Everybody seems to have plenty of ideas of how business owners should grow and succeed, but actually putting those ideas to practice in a well thought out way can be challenging. Since there is an increasingly large number of businesses out there, it’s growing more difficult for realtors and other small business owners to stand out and thrive. One must try to be as creative as possible.

In order to get the desired outcome from a marketing strategy, you must get to know your clients and have them recognize and trust your brand. In the real estate business, there are specific best practices to follow for more successful listings and closings.

Smart realtors have learned how to use just listed and just sold real estate postcards to frequently reach out to their farming areas. So, before you start sending just listed, just sold, or open house real estate postcards, there are certain steps to follow in your campaign in order to become the new go-to neighborhood real estate agent.

This comprehensive guide will teach you how to use just listed and just sold real estate postcards to reach out to targeted prospects.

Focus on a Specific Neighborhood 

First and foremost, you must choose the right neighborhood in which your real estate business has the most potential to grow. Your efforts might be in vain if the neighborhood you choose to mail real estate postcards to is not the best one in which to invest your attention and resources.

Be sure to carefully research the options out there and, according to your interests and budget, choose a neighborhood that best fits your goals. Be careful to consider the fact that direct mail is a long-term marketing technique. If you don’t see success immediately, the issue may not be that there are not enough transactions out there, but that buying or selling may not be on people’s radar yet for them to think of choosing you. Therefore, the neighborhood you choose should be one that has the potential to satisfy your long-term entrepreneurial goals.

Become a Good Neighbor

People are usually more comfortable with things that are familiar. It makes people feel safe, connected, and offers a certain amount of reassurance. Putting a family home for sale or considering a home purchase is usually one of the most intimate and life defining moments. Beyond the success of buying or selling, people seek the feeling of comfort, trust, and support throughout the whole process. As a realtor, this should be an objective in your business. The real estate business involves connecting with people in their homes, where clients have made large investments and seek your advice to ensure a stable future. To establish that kind of trust and closeness with members of a neighborhood, work to become a great neighbor. Being professional, honorable, and friendly can grow trust among those in your sphere of influence, and you can accomplish that by simply being a good neighbor.

Be Consistent In Your Postcard Marketing Technique

Once you have decided on a target neighborhood, it is time to commit and invest. You’ll get the most out of your investment in postcard marketing if you commit to being consistent. Simply sending a few postcards every once in awhile is typically not going to be enough to move the needle. Given that people receive many promotional materials all the time, you need to commit to sending postcards on a very regular basis to be recognized and remembered. Getting seller listings is a process that takes time to show results, which requires patience and persistence. A regular, trickling schedule of mail showcasing your success through new listings and sold homes will gain trust, build familiarity, and leave an impression for when that prospect needs your services. According to RISmedia, when a house goes up for sale in a given neighborhood, within the next six months there will most probably be two or three going up for sale as well. Real estate postcard marketing is without a doubt a long-term strategy.

Invest in Great Design

While it might be tempting to stick with the same old design you’ve been using for years, investing in great visual postcard design will help to establish your brand long-term and and make the most of your marketing investment. People sift through their mail on a regular basis, weeding out the “junk mail” from the marketing materials that grab their attention. Design can make the difference between someone simply throwing that postcard straight to the garbage or actually reading it and having an interest in it. Visuals are a great way to instantly get a prospect’s attention, and great design will steer them to take action.

Consider trying a clean and professional design. Postcards and other printed materials are a direct representation of you and your real estate business, and you want to always put your best foot forward. Include a nice head-shot, logo, and clean text to communicate your message. Investing in a great layout will be of benefit, particularly if you are showcasing big, expensive listings.

Perfecting Your Message

Spending time thinking through your messaging is an important step to be sure your call to action and main headline align with your goals. However, the balance is in keeping the message concise as well. People want to read something short and to the point, so do not go overboard with the details on the postcard. Your website is a better platform for paragraphs of information, so use the postcard to send them online for more information. Utilize the front and back of the card, but keep in mind to repeat your message on both sides to ensure they know what you do, no matter what side they look at first.

Consider establishing a slogan to use along with your real estate logo to leave an impression and communicate your service. Research other slogans for inspiration and get as creative as possible while still being informative. Adapt the slogan and the rest of the text to the audience you are addressing, and keep the writing style friendly, professional, and informative.

Use All Types of Postcards

  • The Open House Postcard – According to Examiner.com, the best way to promote an open house is by sending open house postcards. There is something about receiving a printed invitation to an event that makes the event seem more formal and also more personal. By using customizable postcards, you can make the recipient feel special. It’s also an opportunity for them to bring a friend that may be looking to buy a home nearby. People expect an open house to be a professional, yet friendly encounter, so make sure the postcard communicates this message. Don’t forget to state clearly why your guests should come to the open house event and mention any additional attractions the event might have to draw visitors. One creative idea is to organize a raffle or drawing, where every guest arriving can enter by simply showing their postcard invitation.
  • The Just Listed Postcard – Its main purpose, beyond the utility of promoting a new listing, is to make your business known in the neighborhood. So do not hesitate to send them to your farming area, even if many of them might not even hold an interest in buying a property at that moment. What is important in this process is that people get to see you are active and successful, which ultimately translates into long term confidence. Make sure to include the best pictures of the property. Pictures can speak for themselves, allowing you to keep the writing to a minimum.
  • The Just Sold Real Estate Postcard – Some might wonder about the purpose behind sending just sold postcards, given that the property is already sold. Celebrating your victory and making this a community event is a great way of promoting your real estate business. It shows people that the market is hot and you’re selling properties. Just sold real estate postcards can be also be viewed as an indirect testimonial from the owners who chose you as their realtor. Since you and the seller are celebrating, try to communicate that feeling in the postcard, making it an important announcement for everyone.

Go Old School: Printed Postcards Are In

In an era where much of our communication is virtual, it’s refreshing to put your hands on a written letter or a beautiful postcard. If enough attention has been put into choosing the right design to represent your brand, you can optimize the quality with the paper selection. Based on what budget is appropriate, you can either choose a more luxurious printing paper or a more understated one. Considering the materials your target audience receives can help you decide how much you should invest in paper quality. If your business mainly focuses on luxury listings, stepping up in printing quality and selecting a high-end matte or gloss may be best.

After all of your postcards are professionally printed, the next step would be to mail them to the recipients or hand deliver a group of them to VIPs.

Share Through Email and Social Media

When developing a postcard campaign, leverage your digital channels as well. Simply sharing your postcard design is a simple way to get your message out to your social media network or email newsletter subscribers. Depending on your technology knowledge and budget, you could even consider incorporating other visual effects such as a listing video. People love eye-catching visuals that are quick and interactive. Explore ways to differentiate yourself creatively to make the most of your postcard campaign.

Consistency is Key

Again, being consistent is not only important in real estate postcard marketing, but also in making your business seen and recognized by all members of the community. Given that clients who choose you as their realtor trust you to handle a very personal and important life event, you will have difficulty thriving if you operate from a distance. Use automated real estate marketing technology to keep your postcard campaigns running while you spend time on the face-to-face communications that foster long-term buyer and seller relationships.

3 Reasons for Agents to Send out Just Listed Postcards

*from continuityprograms.com

shutterstock_247058125After giving yourself a well-deserved pat on the back for securing your latest listing, the next step should be to immediately send out your “Just Listed” postcards. Some agents question if they’re still worth the trouble of sending, and the answer is a resounding yes!

Just Listed postcards are an effective and economical way to help you reach your business goals and their ROI is proven. Not simply a means of reporting on your success, the postcards may be just the encouragement other sellers and buyers need to make a move of their own. Here are three of the benefits of sending out just listed postcards.

“The Ask” as a Call to Action

Make your postcard an offer to help others with their real estate needs. Use a Just Listed postcard to attract and motivate potential new listings by including a small CTA paragraph at the bottom which offers your assistance to all sellers and buyers in the neighborhood of the listed home. Use wording along the lines of “If you’re thinking of selling your home, or looking to buy, I would love to work with you. Give me a call!” Or, put a different twist on it and offer a “Not For Sale” complimentary market analysis to determine the value of their home and start a relationship.

Stay Visible

Even if people are not buying or selling right now, seeing your branded Just Listed postcards shows potential clients that you are busy and successful. That’s always an image worth promoting to those on your mailing list. You’ll also increase the chance of your information being shared with others, and as you know, word-of-mouth marketing is vital to an agent’s business.

Show Them Your Success

Use Just Listed postcards to raise your brand awareness and generate new leads. Potential buyers will welcome an additional option, other agents will show your listing to their own buyers, and on-the-fence sellers may be encouraged to list with you based on the way you are marketing this listing.

Contact the PAAR Marketing Center to set up your MLS Auto Just Listed Postcards today!

5 Direct Mail Marketing Mistakes You Hope You’re Not Making – But Probably Are

Person hand taking chalk drawn email sign-1

*from Mediaspace Solutions

According to findings from a Temple University study, direct mail campaigns have a greater effect on buying decisions than digital ads. The study found that participants had stronger emotional responses from physical ads, and that those physical ads left a longer lasting impression.

So, whether or not direct mail marketing works is not really up for discussion. What is up for discussion is how to do it the right way and the wrong way.

If you’ve been struggling to get your direct mail campaigns to work for you, chances are you’re making some common mistakes.

Mistake #1: You’re Not Leveraging Data

All of your customers are different, so lumping them into one “target” group won’t work. To launch an effective direct mail campaign, you’ve got to spend some time looking at your data so you can properly segment your audience into specific groups. This will allow for more relevant communication that they will actually respond to.

Don’t create messaging that speaks to a target group – use data to speak to individuals within that group.

Mistake #2: Using a Not-so-Clean List

If you like missed opportunities and wasting money, then by all means, use a messy list. But if you want a solid ROI on your campaign, clean your database from time-to-time to check for address or name changes, and scrap any duplicate records. No one will think fondly of your brand if they keep receiving two or more postcards from you.

Mistake #3: Your Mailings are Boring and Not Personal

You may think that, these days, a person’s mailbox isn’t as cluttered as their email inbox, so you don’t have to try as hard to get their attention. Wrong! Boring and nonpersonal mail will be tossed immediately into the trash (or recycling bin for those conscientious recipients).

Your communication is still vying for attention so make sure your creatives are creative and grab attention. Always be thoughtful and personal with your messaging. Remember, your goal is to connect, engage and inspire your audience to action.

Mistake #4: You Have No Point

Or if you do, it isn’t very clear.

Remember, you’ve got like 3 seconds to convince a recipient to spend some time with your mailer to digest your offer. If, right off the bat, your message has confused them, you’re going in the bin.

Make sure your copy is very clean and makes complete sense. If you don’t have someone in-house who is strong at direct mail copywriting, outsource to someone who can create a message that is clear, direct, and drives your desired reaction.

Mistake #5: You’re Not Testing

If you have no idea what is and isn’t working, you’re obviously not testing. And if you’re not testing, you’re not optimizing your campaigns to get the biggest return.

There are an awful lot of moving pieces to a direct mail campaign, and the chances of you getting everything 100% perfectly right your first time ‘out of the gate’ are fairly low. A/B test everything, your colors, images, headers, bullet points and calls-to-action. Only when you have reached peak optimization should you roll out big.

Need help with your next direct mail campaign? We help our members improve their creative execution, expand their market presence, drive action and maximize their budgets, and we can do the same for you. Get in touch with us here at the PAAR Marketing Center today.