Most of these postcards (perhaps 70% or more) followed the exact same formula, a photo of the agent with a message to the effect of: "Call me if you're thinking about selling your home." These were the average and mediocre bunch, and they were nearly exact replicas of each other without much of an offer or motivator.
But every once in a while, I would see the "other" kind of real estate agent postcard. Once in a while, I would see original, well-thought-out and powerful strategies that made me sit up and take notice. But they only made up about 15% of all the real estate postcards I encountered -- a minority, to be sure.
So what were some of these unique and powerful strategies? Here are the top three that still come to mind:
Powerful Postcard Strategies
1. The "How Many Sold, How Fast" Strategy
For example: "Sold in 14 days for full asking price" ... or ... "Sold in 19 days for more than asking price." Beneath that was a short quote from the happy client. Things like: "Couldn't have done it without you John!"
The property address added legitimacy, the time-on-market details showcased the agent's skill, and the client quote brought it all home.
In the middle of the postcard's front (surrounded by the house pictures) was one simple statement: "I can do the same for you."
2. The "Open House + Seminar" Strategy
I've seen plenty of "Open House" postcards. But I've only seen one that combined the open house with a free home-buying seminar. The sellers apparently agreed to let their spacious living room double as a classroom for interested buyers. From what I heard, it was standing room only. Not only did the agent sell the home quicker, but he was also able to pass out business cards and "rub elbows" with a lot of potential clients.
3. The "Expansion Report" Strategy
Every homeowner wants to know what's going on in their schools, neighborhood and town. These are the things we discuss with neighbors while watering the grass or fetching the mail. That's why I thought it ingenious when a real estate agent's postcard featured an exclusive "Expansion Report."
This agent zoomed in on recent development in the area. Apparently, she had dug up all their was to know about zoning plans, future construction, impact on existing neighborhoods with detailed maps... you name it. She then compiled the information into a 25-page report and showcased it on her postcard. All you had to do was visit the web page, fill out the form, and the report would be emailed to you. Talk about a lead generator!
The Common Thread
What did these real estate postcards have in common? For one thing, they all offered value in one form or another. Whether it was information about the neighborhood, a free class on home buying, or a selling-machine-of-an-agent, each of these postcards conveyed something of value to the target audience.
These postcards were also unique in their ideas, which instantly set them apart from the "80% average" club. Here's something else they had in common -- high response rates.
So what's your big idea? What value do you plan to offer through your postcards? How will you differentiate yourself from the competition? Answer these questions, and you'll be able to join the "Top Three" memorable postcards I've listed above.
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Brandon Cornett teache real estate Internet marketing to agents across the U.S. and Canada. He is the author of many articles and books onreal estate web design,search engine optimization, real estate blogging and more. Visit the author at http://www.armingyourfarming.com
