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Real Estate Postcard Farming Blog

Real estate Postcard Farming is a marketing strategy used by real estate agents and brokers to generate leads and build relationships with potential clients. Real Estate Postcards have been around for a very long time. They have been used successfully by our real estate clients for the past 32 years. It involves sending out postcards to a targeted group of individuals in a specific geographic area with the goal of building brand awareness and promoting your services as a real estate professional.

The concept of postcard farming has been around for decades, but with the rise of digital marketing, some may wonder if it’s still a relevant and effective marketing technique. However, studies have shown that direct mail marketing, including postcards, can still be an effective way to reach potential clients, especially when combined with digital marketing efforts.

In this blog post, we will explore the benefits of Real Estate Postcard Farming, how to implement a successful postcard campaign, and some best practices to consider.

Benefits of Real Estate Postcard Farming

1. Builds Brand Awareness

One of the main benefits of postcard farming is that it helps build brand awareness. By sending postcards to a targeted group of individuals in a specific geographic area, you can increase your visibility and establish your brand as a reputable and trustworthy source of information. This must be done on a very consistent basis to the same list over and over again!

2. Targets Specific Geographic Areas

Postcard farming allows you to target specific geographic areas that you want to work in. You can choose neighborhoods or zip codes that you believe have potential for real estate sales and tailor your messaging to appeal to those specific communities. These mailings can be done using the United States Post Office’s EDDM program. (Every Door Direct Mailings).

3. Generates Leads

By sending postcards to potential clients, you are generating leads and building relationships. Postcard farming can help you identify potential clients who may be interested in buying or selling a property, and can give you the opportunity to follow up with them to schedule appointments or provide additional information.

4. Cost-Effective

Real Estate Postcard Farming can be a cost-effective marketing strategy compared to other forms of advertising. The cost of printing and mailing postcards is relatively low compared to other forms of marketing, and you can easily track your ROI by monitoring the response rate to your postcards.

Implementing a Successful Postcard Campaign

1. Define Your Target Audience

Before you start designing and mailing postcards, you need to define your target audience. Who do you want to reach? What neighborhoods or zip codes do you want to target? What type of properties are you interested in selling? Answering these questions will help you create a more targeted and effective postcard campaign.

2. Craft a Compelling Message

Your postcard needs to have a clear and compelling message that will capture the attention of your target audience. Consider what unique value proposition you can offer potential clients and incorporate that into your messaging. Keep in mind that you have limited space on a postcard, so your message should be concise and to the point.

3. Design a Visually Appealing Postcard

Your postcard should also be visually appealing and eye-catching. Use high-quality images and graphics that will grab the attention of your target audience. Make sure your postcard design is consistent with your branding and messaging to help build brand recognition and awareness.

4. Personalize Your Postcards

Personalizing your postcards can help increase their effectiveness. Use the recipient’s name in the greeting, and consider adding a handwritten note to the back of the postcard to make it feel more personal. You can give us a scanned copy of your message in your own handwriting and we can put it on each postcard for you. You can also segment your mailing list based on previous interactions or demographics to further personalize your messaging.

5. Include a Clear Call to Action

Your postcard should include a clear call to action that encourages potential clients to take the next step. This could be anything from visiting your website to scheduling a consultation with you. Make sure your call to action is prominent and easy to follow.

Best Practices for Real Estate Postcard Farming

1. Be Consistent

Consistency is key when it comes to postcard farming. Consider creating a schedule for your postcard mailings and stick to it.
This will help ensure that you are reaching your target audience regularly and building brand recognition and awareness over time.

2. Use a Professional Printer

To ensure that your postcards are high-quality and visually appealing, it’s important to use a professional printer. This will also help ensure that your postcards are printed at the correct size and on the appropriate paper stock. We take care of all of this for you, and even UV Coat each Postcard.

3. Test and Measure

To determine the effectiveness of your postcard campaign, it’s important to test and measure your results. This can involve tracking response rates, monitoring website traffic, or asking clients how they heard about you. Use this information to refine your messaging and targeting for future postcard mailings. Unfortunately, most agents don’t ask the right questions!

4. Integrate with Other Marketing Efforts

Postcard farming should not be your only marketing strategy. Consider integrating your postcard campaign with other marketing efforts, such as social media advertising, email marketing, or online lead generation. This can help increase the effectiveness of your overall marketing efforts and generate more leads. You can also go door to door with a special handout or gift item. Notepads are a great item to use because they too have a shelf life of 25 exposures due to the 25 sheets of paper in each pad. Oven Hot Pads, Scissors, Mugs and Pens are also great giveaways. Make sure you purchase from an advertising specialty company that puts your name and phone number as well as your company name on each item.

5. Stay Within Legal Boundaries

When designing and sending postcards, it’s important to stay within legal boundaries. This includes complying with the CAN-SPAM Act and the Do Not Call registry, as well as obtaining consent before sending marketing materials to potential clients.

Real Estate Postcard Farming Examples

Here are some examples of postcard designs that real estate agents and brokers can use for their postcard farming campaigns:

1. Just Listed/Just Sold Postcards: These postcards highlight properties that have recently been listed or sold in a specific geographic area. They can be used to build brand awareness and generate leads.
2. Neighborhood Market Update Postcards: These postcards provide information on recent sales, new listings, and market trends in a specific neighborhood. They can be used to establish credibility and expertise in a particular area.
3. Holiday Postcards: Holiday postcards can be used to build relationships with potential clients and show appreciation for past clients. They can be personalized with handwritten notes and can include a call to action for scheduling a consultation.
4. Seasonal Home Maintenance Postcards: These postcards provide tips and advice for seasonal home maintenance tasks, such as preparing for winter or spring cleaning. They can be used to establish expertise and build relationships with potential clients.
5. And of course our “Keep’em Cards”. These Postcards have important information that your clients won’t toss away.

Real estate postcard farming can be a cost-effective and targeted marketing strategy for real estate agents and brokers. By defining your target audience, crafting a compelling message, designing visually appealing postcards, personalizing your messaging, and including a clear call to action, you can generate leads and build relationships with potential clients. Remember to test and measure your results, integrate with other marketing efforts, and stay within legal boundaries to ensure the effectiveness and compliance of your postcard campaign.

In addition to using postcard farming to generate leads from a targeted geographic area, real estate agents and brokers can also use this marketing strategy to connect with their personal sphere of influence. Personal sphere lists consist of individuals who are already familiar with the agent or broker, such as past clients, family, friends, and acquaintances. By reaching out to this group through postcard mailings, agents can strengthen relationships, build trust and credibility, and generate new business.

Personal sphere postcard farming involves many of the same principles as geographic postcard farming, such as defining your target audience, crafting a compelling message, and including a clear call to action. However, there are some key differences to consider when designing a postcard campaign for your personal sphere.

1. Personalization is Key

When mailing postcards to your personal sphere, it's important to personalize your messaging as much as possible. This can include using the recipient's name in the salutation, referencing specific events or conversations you've had with them, and tailoring your message to their unique interests or needs. By demonstrating that you care about their individual situation, you can build stronger relationships and increase the likelihood of generating new business.

2. Focus on Building Relationships

Unlike geographic postcard farming, personal sphere postcard farming is not primarily focused on generating new leads. Instead, the goal is to strengthen existing relationships and build trust and credibility with your personal network. This can involve sharing relevant and valuable information, such as updates on the local real estate market, tips for home maintenance and renovation, and invitations to community events or social gatherings.

3. Consider Timing and Frequency

When designing a postcard campaign for your personal sphere, it's important to consider the timing and frequency of your mailings. You don't want to bombard your contacts with too many postcards, as this can come across as spammy and lead to disengagement. Instead, aim to send postcards on a regular but not overwhelming basis, such as once a month, every other month at the least. Additionally, consider timing your mailings around important life events, such as birthdays, anniversaries, and holidays.

4. Use High-Quality Design and Printing

Just like with geographic postcard farming, it's important to use high-quality design and printing when creating postcards for your personal sphere. This can help ensure that your postcards are visually appealing, easy to read, and professionally presented. Consider working with a graphic designer or using online design tools to create eye-catching and personalized postcards. Our design team is the best and can do just about anything you would want in the way of custom design work.

5. Include a Clear Call to Action

Even though the primary goal of personal sphere postcard farming is not lead generation, it's still important to include a clear call to action in your mailings. This can involve inviting recipients to contact you for more information or to schedule a consultation, providing links to your website or social media pages, or offering special promotions or incentives for referrals. By giving your contacts a clear next step to take, you can increase the likelihood of generating new business from your personal network.

Examples of Personal Sphere Postcard Farming

Here are some examples of postcard designs that real estate agents and brokers can use for personal sphere postcard farming:

1. "Thinking of You" Postcards: These postcards can be used to reach out to contacts on a regular basis and share relevant and valuable information. They can include updates on the local real estate market, tips for home maintenance and renovation, and invitations to community events or social gatherings.
2. Birthday/Holiday Postcards: These postcards can be personalized with a message and sent to contacts on their birthday or during the holiday season. They can include a special promotion or incentive for referrals, or simply express appreciation for the recipient's business and friendship.
3. "Thank You" Postcards: These postcards can be sent to contacts after a transaction or after providing a service, expressing gratitude and offering to be a resource for any future real estate needs. They can also include a request for referrals and a clear call to action to contact the agent for more information.
4.    Testimonial Postcards: These postcards can feature testimonials from past clients, highlighting the agent's expertise, professionalism, and success in helping buyers and sellers achieve their real estate goals. They can be used to build credibility and trust with new and existing contacts, and can include a clear call to action to schedule a consultation or refer a friend.

5.    Just Sold/Just Listed Postcards: These postcards can be used to showcase the agent's recent successes in the local real estate market, such as a recent sale or a new listing. They can include photos and details about the property, as well as information about the agent's experience and expertise in the local market.

Tips for Building a Personal Sphere List

In order to effectively use personal sphere postcard farming, agents and brokers need to have a strong personal sphere list. Here are some tips for building and maintaining a high-quality personal sphere list:

1.    Start with Your Inner Circle: Your inner circle consists of your closest family members and friends, as well as people you see on a regular basis, such as coworkers, neighbors, and members of your community. These individuals are likely to be your biggest supporters and can help you spread the word about your services.

2.    Expand to Your Extended Network: Once you've connected with your inner circle, start expanding your personal sphere to include acquaintances, past colleagues, and anyone else in your network who may be interested in your services. This can involve reaching out on social media, attending community events, and participating in local organizations.

3.    Keep in Touch: In order to maintain strong relationships with your personal sphere contacts, it's important to keep in touch on a regular basis. This can involve sending postcards, making phone calls, sending emails, and connecting on social media.

4.    Provide Value: In addition to staying in touch, it's important to provide value to your personal sphere contacts. This can involve sharing relevant and valuable information about the local real estate market, providing tips for home maintenance and renovation, and offering invitations to community events or social gatherings.

5.    Ask for Referrals: Finally, don't be afraid to ask your personal sphere contacts for referrals. Let them know that you're always looking for new clients and that you appreciate any referrals they can provide. By building strong relationships and providing value to your personal sphere contacts, you can increase the likelihood of generating new business through referrals.

Conclusion

Personal sphere postcard farming can be a highly effective marketing strategy for real estate agents and brokers. By reaching out to their personal sphere of influence through targeted postcard mailings, agents can strengthen relationships, build trust and credibility, and generate new business. Key considerations when designing a personal sphere postcard campaign include personalization, relationship building, timing and frequency, high-quality design and printing, and clear calls to action. Building a strong personal sphere list involves connecting with your inner circle, expanding to your extended network, keeping in touch, providing value, and asking for referrals. With these strategies in place, agents and brokers can use postcard farming to grow their business and provide exceptional service to their clients.

Written by: Bruce Rogat

Real Estate Marketing Consultant

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5 Tips for Creating Eye-Catching Real Estate Postcards

Real estate postcards are a great way to promote your business and generate leads. They are a cost-effective and targeted way to reach potential clients, and they allow you to showcase your properties in a visually appealing way. However, with so many real estate postcards flooding the market, it can be challenging to stand out. In this article, we'll share 5 tips for creating eye-catching real estate postcards that will grab the attention of your target audience.

1. Use High-Quality Images

The first and most crucial aspect of creating an eye-catching real estate postcard is to use high-quality images. The images you choose should be clear, bright, and visually appealing. They should showcase the property's best features and highlight its unique selling points. You can use professional photos or take them yourself, but make sure they are of high quality and accurately represent the property.

2. Keep It Simple

When it comes to real estate postcards, less is more. Keep your design simple and clean, with a focus on the property's images and key features. Avoid using too many colors or fonts, as this can make your postcard look cluttered and unprofessional. Stick to a simple color scheme and use no more than two fonts throughout your design.

3. Use a Strong Headline

Your headline is the first thing your target audience will see, so it needs to be strong and attention-grabbing. Use a clear and concise headline that highlights the property's best features and benefits. For example, "Stunning Oceanfront Property with Private Beach Access" or "Luxury Condo in the Heart of Downtown." Make sure your headline is easy to read and stands out from the rest of your design.

4. Include a Call to Action

Your real estate postcard should have a clear call to action that encourages your target audience to take action. This could be anything from visiting your website to scheduling a viewing or calling you for more information. Whatever your call to action is, make sure it is clear and prominently displayed on your postcard. You can also include a sense of urgency by adding a deadline or limited-time offer.

5. Personalize Your Postcards

Finally, to make your real estate postcards even more effective, personalize them to your target audience. Use data and demographics to create targeted postcards that speak directly to your ideal clients. For example, if you are targeting first-time homebuyers, you could include tips for first-time buyers or offer a free buyer's guide. Personalizing your postcards shows that you understand your target audience's needs and preferences, making it more likely they will take action.

To conclude, creating eye-catching real estate postcards requires a combination of high-quality images, simple design, strong headlines, clear calls to action, and personalization. By following these tips, you can create postcards that stand out from the crowd and generate leads for your real estate business. Remember to keep your postcards focused on the property's best features and benefits, and target them to your ideal clients. With these tips in mind, you'll be on your way to creating effective real estate postcards that get results.

Postcards for New Homeowners: A Guide to Effective Real Estate Farming

Real estate farming is a marketing strategy that involves targeting a specific geographic area to generate leads and build relationships with potential clients. One effective way to implement this strategy is by sending postcards to new homeowners in the area. In this article, we will discuss why postcards are a great tool for real estate farming, what to include in your postcards, and how to measure the success of your campaign.

Why Postcards?

Postcards are a cost-effective and efficient way to reach out to potential clients. They are inexpensive to print and mail, and they are more likely to be read than other forms of advertising. Postcards also allow you to personalize your message and stand out from other marketing materials that may be sent.

Postcards for new homeowners are particularly effective because they are a targeted form of advertising. When someone moves into a new home, they are often in need of a variety of services, including real estate agents, mortgage lenders, home inspectors, and more. By sending a postcard to new homeowners in your farming area, you are reaching out to people who are likely to be in the market for your services.

What to Include in Your Postcards

The key to a successful postcard campaign is to make sure your message is clear and concise. Keep your postcard simple and easy to read, with a clear call to action. Here are some tips on what to include in your postcards:

1. A personalized greeting: Address the postcard to the new homeowner by name, if possible. This will make your message feel more personal and less like a generic advertisement.

2. A message of congratulations: Congratulate the new homeowner on their recent move and welcome them to the neighborhood. This will help build a positive relationship with the homeowner.

3. Information about your services: Provide a brief overview of your services and how you can help the homeowner with their real estate needs. Be sure to highlight any unique selling points that set you apart from other real estate agents in the area.

4. A clear call to action: Encourage the homeowner to take action by contacting you for more information or scheduling a consultation. Provide your contact information and make it easy for the homeowner to get in touch with you.

How to Measure Success

To measure the success of your postcard campaign, you need to track your results. This can be done by using a unique phone number or website URL that is only included on your postcards. You can then track how many people are calling or visiting your website as a result of your postcards.

Another way to measure success is to track your conversion rate. This is the percentage of people who take action after receiving your postcard, such as scheduling a consultation or listing their home with you. By tracking your conversion rate, you can see how effective your postcard campaign is at generating leads and building relationships with potential clients.

To Conclude, Postcards for new homeowners are a great way to implement a real estate farming strategy. By targeting people who are likely to be in the market for your services, you can generate leads and build relationships with potential clients. To create an effective postcard campaign, be sure to include a personalized greeting, a message of congratulations, information about your services, and a clear call to action. Finally, track your results to measure the success of your campaign and make adjustments as needed.

Written by:

Bruce
Rogat

1000's Of Realtor Clients Have been with us an Average of 18 Years!