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:
- Stand out from the crowd
- Show how successful they have been in their area; and
- 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:
- Great photography
- Show what the properties were sold for or are on the market for
- Include testimonials
- The agent’s contact information
- 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:
- His/Her name
- His/Her direct mobile/cell phone number
- Personal headshot
- His/Her company logo
- 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!