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2 Reasons Why Your Real Estate Postcards Are Irrelevant

August 26 2015

la irrelevant postcardsYup. I said it. Your real estate postcards are irrelevant. Notice that I said "your" postcards and not "all" postcards. Why is this? It's because you are doing them wrong.

Don't feel bad. You are not alone. A very large percentage of things we see other agents doing, or things prospective agents email me to get advice about, are wrong as well. I think the reason for this is because agents were trained to sell homes. Unless you came into real estate from a marketing background, odds are you have received no formal training in marketing. Faced with starting a real estate career and needing to get going and make money as quickly as possible, what is an agent to do?

Well, many will look around at what their colleagues are doing (most of whom, by the way, have no marketing training either) and mimic that. This is a type of "blind leading the blind" scenario, and unless you were lucky enough to choose an agent to mimic that has a background in marketing, you're going to come up short and no homeowner will pay attention to your messages.

Even if you do choose the "right" agent to mimic, that will only last for so long as an effective route. While you may be able to mimic the messages, you don't really have a grasp on the ideas behind it and why you should be doing these things.

I've always had a firm opinion fact that agents have enough to do and they need to find a great company to partner with when it comes to branding and marketing. That said, for you DIY people out there, there are some things you can do to avoid this pitfall. Today, I'll share two easy ways you can ensure that your postcards are relevant and being paid attention to by homeowners in your marketplace.

1) Your Message MUST Address a Need or Something of Interest to the Homeowner

This seems like a no-brainer, but you won't believe how many people miss this mark and, in turn, screw up their entire marketing campaign. One of the most common mistakes we see are agents sending useless things like recipe cards, cocktail cards, or generic newsletters. You HAVE TO remember that the reason you are sending these cards out is to build your brand and make homeowners think of you as the thought leader in their marketplace when it comes to real estate.

If you happen to be focusing on active adults in a retirement community, you might be able to make a case that recipe cards make sense. But what about other marketplaces? For instance, our corporate offices are located in the Silicon Valley. The Valley is an interesting place in that housing prices are very high, technology is king here, and the average home owner is pretty educated. If you sent out postcards in this marketplace and chose to do recipe cards, you would be laughed at. Nobody would ever consider you a thought leader in this marketplace.

To get the most out of your marketing messages and to ensure that you aren't missing the mark, start by building client personas and then tailor your content around them.

2) Your Messages Must Be Educational in Nature

Remember, you want to be considered the thought leader in the marketplace. To do that, you need to flex your intellectual muscles and demonstrate your firm understanding of the area. In addition to that, no matter where you are, "givers gain" is an actual thing. If you, at no obligation, offer education to homeowners, they are going to reciprocate, whether it be calling you for a listing appointment or recommending you to one of their friends.

What will blow this effort every single time is if you lose focus and shift the messaging on the postcards from talking about things pertinent to the homeowners' lives and educating them to that of simply "tooting your own horn." Don't use your messages as a vehicle to brag that you are in the top 1 percent, part of the Diamond Society, or any other thing that could come off as shameless self promotion. If you do this, you are going to fail.

There is absolutely nothing wrong with sharing your successes with people. You worked hard to get that success and you deserve to be able to do this. You just can't make it so that is the only purpose of your marketing piece, however. Thin content like that will never make homeowners think that you are the thought leader in your marketplace.

Obviously, there is much more to postcard marketing than meets the eye. That said, these are, by far, the two most common mistakes we see when agents ask for consultations or reviews of their marketing pieces.

To view the original article, visit the Leading Agent blogLeading Agent blog.