What's Wrong with my Postcards?

Have you sent a lot of postcards to your database or farm and not gotten any response? Well, there could be a couple reasons why. The number one rule to marketing is consistency. If you send postcards for 2 months then stop for 6 and send for another month and stop again, you're wasting your time. Some say something is better than nothing, but in the previous case, it's not. Don't waste your money.

Now, if you have the consistency, but no results than you're doing something wrong. Poor content, bad design, no call to action...People don't like what your sending them and it's not making them think of you as a Real Estate Expert that they would call.

Let's start with content. Send people information that they are going to be interested in and that will also make your look like a neighborhood expert. Market statistics, recent sales, neighborhood news, home maintenance tips, local vendors, real estate news, your real estate buying/selling statistics, etc., that is what people want from their realtor. Make yourself look like an expert. Don't send recipe cards - you're not a chef!

Bad design is another issue. Use a great headline and a lot of white space. You want this card to be easy to read and understand. Don't make it too boring though. A little bit of design sense is worth the modest cost. Just don't let an artist put their vision on your design. Try to work with someone who understands design AND marketing.

Always include a call to action. Make sure to ask for referrals or direct them to visit your website for more valuable information. If you don't ask them to do anything, they won't!

TC Business Management, LLC, www.TCMandD.com, is a firm specializing in marketing. Your time should be spent with clients, not designing and maintaining marketing systems. TC believes in result driven marketing. We want to grow your business as much as you do!

Direct Mail Marketing 101

Direct Mail That Works

Follow these simple steps and you are sure to get more results out of your next direct mail campaign.

1.Hit Your Sphere: The most important and beneficial target market is the people whom you already know. They should be your first priority and you should hit them at least 3 times a month (not all direct mail though).

2.More is More: Sending to 150 farming addresses once a month is not going to generate a lot of business. If you want 50 sales out of your farming database expect to send a minimum of 2,500 pieces, once a month for a year. Then wait for results. Don't quit too soon or you just wasted a lot of money. Marketing is a commitment.

3.Mailer Quality: Full Color, Jumbo, Laminated Postcards will generate more branding and remembrance than standard postcards with black and white address sides.

4.Promote Yourself: Not the company, not the house your listing - YOU. The most dominate image on your direct mail piece will be the one your audience remembers.

5.Branding: Mail consistent direct mail pieces. Meaning: create a brand - image set - and stick with it. Change it up every now and then so you don't bore people to death, but do keep it consistent.

6.Offer Something of Interest: Don't harass people with pointless postcards. Make sure you are sending something of value as not get irritate people. Market Trends, DOM, Recent Sales are something that everyone likes to see.