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Beyond the Real Estate Postcard: Getting Creative With Direct Mail

Winter can be brutal to real estate agents. Between all the shoveling, traveling and gift wrapping- selling a home just isn’t at the top of most people’s minds. With less inventory to go around, you will face more competition for available listing contracts. It also means that every agent has more time to dedicate to sellers and to marketing themselves to attract those winter clients. Want to get to those coveted leads before your competitors? You should continue full steam ahead with all the usual digital channels (automation can help do most of the heavy lifting here). But it’s also a great time to focus on some creative direct mail campaigns that can help you stand out.

Postcards have long been used in Real Estate Marketing and is a proven strategy. For good reason, postcards can be highly valuable when targeted to the neighborhood where you live or work. To truly break through all the noise, you need to get more creative. One brilliant way to accomplish this is to send a gift with your postcard.

Why Send a Gift?

There’s a science to why humans are influenced to say ‘yes’ to others. If you’ve never of of Robert Cialdini before, let me introduce his genius today. His six principles of persuasion has earned him recognition as the godfather of marketing influence, they are:

  • Reciprocity
  • Scarcity
  • Authority
  • Consistency
  • Liking
  • Consensus

These universal factors are shortcuts that each of us use in our decision-making. Now, what do these principles have to do with sending a gift with your postcard? Because Reciprocity (the first principle) tells us that if you do something nice for someone, they feel obligated to return the favor. You scratch my back, I’ll scratch yours. In our case, this means your prospect should feel influenced to list their house with you.

Here’s a few jaw-dropping statistics to demonstrate the powerful effect of Reciprocity.

  • If a waiter leaves a mint at a table when handing over the bill, tips increase by 3%
  • If the waiter leaves 2 mints at a table, tips don’t double, they quadruple


What Should You Send?

There are many different options when it comes to sending gifts; including edibles, mugs, pens, useful gifts and much more. Useful gifts takes the cake when it comes to response rate (47% chance of response), but edibles are also a well-received choice. Another thing to keep in mind, is response rates decrease if the perceived value is less than $11 (Which doesn’t mean it has to actually cost big bucks. Creative packaging, thoughtfulness, and personalization go a long way to increasing the value).

The best thing you can do is to showcase your local expertise. Our marketing team recently ordered mini Boston (Logic) Cream Pies from a local bakery, Boston Cream Pie Company (see image above). In addition to showcasing our personal ties to Boston, ordering from local businesses is a great way to increase your credibility as a market expert. You could also send a list of fan-favorite local restaurants, family activities for a specific season, or a discount packet to area entertainment.

The power of gifts in direct mail marketing lies in the intention to form a genuine connection to people, so make sure that your involvement and engagement is crystal clear to your prospect.

Postcard and Gift from our Marketing Team.