22:54
Faizan
Ahh, good old postcards. Marketing does not get much more low-tech than this. Postcards are still a popular way for Realtors to prospect because they (can) catch attention and require a relatively low investment. Why, the USPS even gives you a discount for sending a postcard instead of a letter!
There are four traps, though, that I see many people fall into when they try to use postcards as a marketing tool: they can be bland, boring, untested shots in the dark. These secrets, though, will help you avoid these traps.
1. The first secret to making sure that your postcards marketing packs a real m punch and don't get dismissed as old-fashioned SPAM is to make them unique. This is more difficult that it sounds. To begin with, your prospects will be able to tell instantly if you are using a template or a non-professional design, and your postcard will be pitched immediately. More to the point: it needs to accurately reflect your personal brand as a Realtor.
If you can't tell anyone in a sentence or two exactly how home owners in your niche benefitby working with you, then you're not ready for a postcard campaign yet. Take a look at our branding category below. With the right branding, your postcards will be a step ahead of the rest.
2. To make your marketing campaign really effective, though, your postcard needs to give your prospects a compelling, concrete reason to take action now. "Visit my website" is not a compelling concrete reason to take action; neither is "get your free consultation." Prospects don't give a hoot about you. They want to know what will benefit THEM. If you are targeting families with children, then offer them a free, detailed report on the local school system. If you are going after empty nesters, offer to share all your secrets to avoiding downsizing pitfalls. You know your clients best - offer them something they will have a burning desire to have.
Incidentally, probably the easiest way to have people take action is to use an autoresponder service like AWeber. All you have to do is direct people to your website or have them send an email to a certain address, and the autoresponder takes care of the rest.
3. Once you've got a unique Realtor brand identity and a compelling offer that makes your prospects take action, you're halfway done. That's right, only halfway. It is absolutely key that you measure the results you get from your postcards marketing campaign. Measuring is not difficult. You just have to know how many postcards your sent, and how many people took action. Once you've measured the response, take action on what you learn.
Did you get a terrible response or none at all? Don't waste your money by dumping more of it into something that didn't work. Change it. Remember: your end goal isn't to "raise awareness;" you are trying to get people to take one specific action.
There are four traps, though, that I see many people fall into when they try to use postcards as a marketing tool: they can be bland, boring, untested shots in the dark. These secrets, though, will help you avoid these traps.
1. The first secret to making sure that your postcards marketing packs a real m punch and don't get dismissed as old-fashioned SPAM is to make them unique. This is more difficult that it sounds. To begin with, your prospects will be able to tell instantly if you are using a template or a non-professional design, and your postcard will be pitched immediately. More to the point: it needs to accurately reflect your personal brand as a Realtor.
If you can't tell anyone in a sentence or two exactly how home owners in your niche benefitby working with you, then you're not ready for a postcard campaign yet. Take a look at our branding category below. With the right branding, your postcards will be a step ahead of the rest.
2. To make your marketing campaign really effective, though, your postcard needs to give your prospects a compelling, concrete reason to take action now. "Visit my website" is not a compelling concrete reason to take action; neither is "get your free consultation." Prospects don't give a hoot about you. They want to know what will benefit THEM. If you are targeting families with children, then offer them a free, detailed report on the local school system. If you are going after empty nesters, offer to share all your secrets to avoiding downsizing pitfalls. You know your clients best - offer them something they will have a burning desire to have.
Incidentally, probably the easiest way to have people take action is to use an autoresponder service like AWeber. All you have to do is direct people to your website or have them send an email to a certain address, and the autoresponder takes care of the rest.
3. Once you've got a unique Realtor brand identity and a compelling offer that makes your prospects take action, you're halfway done. That's right, only halfway. It is absolutely key that you measure the results you get from your postcards marketing campaign. Measuring is not difficult. You just have to know how many postcards your sent, and how many people took action. Once you've measured the response, take action on what you learn.
Did you get a terrible response or none at all? Don't waste your money by dumping more of it into something that didn't work. Change it. Remember: your end goal isn't to "raise awareness;" you are trying to get people to take one specific action.
Posted in: business
