This real estate postcard idea is brought to you by Mrs. Harris, the mother of a childhood buddy of mine, formerly of Belle Meade Drive in Roanoke, Virginia. If that seems like an unusual source for postcard marketing advice, let me explain. When I was a kid, I lived in a neighborhood with plenty of other kids. The kind of neighborhood where there was always a game of "Kick the Can" or "Flashlight Tag" taking place. In the winter, we would rush out to play with not nearly enough clothing on for the cold weather. And we would inevitably poke fun at one boy whose mother always chided him to "Layer up before going out!" It would take him longer to don his layers of thermal and fleece and denim than it took to play an entire round of Kick the Can! What does this have to do with real estate postcard marketing? Well, much like my friend from childhood, your postcards need to layer up before going out. Here's what I mean Postcard Marketing & Value Layers
Real estate postcards are designed to move the reader toward some form of response -- or at least they should be. By generating a response (whether it's a phone call or email), you can then shift into proactive mode and follow up with your potential clients. This is a major step in turning them into actual clients. But it all starts with the response. To generate a response, your postcards must offer value. They must have "layers" of value. Why Postcards Need Value Layers
Some postcard vendors will tell you to send postcards constantly, even if it's just to stay "top of mind" with your audience. But think about this honestly for a moment. With the sea of information that overwhelms the average consumer on an average day, do you really think they're going to remember your name, file it away for future recall, and then act on it at some later date? That's a lot to ask of a real estate postcard. It's easier (and more economical) to send postcards with the power to generate action in the present, rather than hoping for action in the future. Value = response. Greater value = greater response. An Example of Value Layers
Let's say you're launching a real estate postcard campaign, and you're determined to improve your response rates. You realize a postcard that simply says "Think of me" is not going to cut it, so you've put together something of real value -- a home buying seminar. The postcard itself is the first layer of value, because it contains information the recipient may find useful (details about the seminar). The seminar is the second layer of value, especially since it's free. You, the agent, are the third layer of value, because you'll be able to answer questions and offer free advice. More layers = more value = greater chance of response. But let's take it even further. Let's do what my childhood friend used to do let's pile on the layers. What if we created a handout for people to take home after the seminar? More value! What if we invited a mortgage or credit expert to be a co-presenter? Even more value! What if we had free refreshments? Still more value! Now that's the kind of postcard that generates a response! Questions to Ask
To create something of value, you simply have to ask yourself a series of questions. Who am I trying to reach? What things are important to them? How can I capitalize on their wants and needs by offering something of value? How can I add more layers to the original value? How can I make my offer irresistible through the amount of value that's offered? Now with that out of the way, who's ready for a game of Kick the Can? * Copyright 2006, Brandon Cornett. You may republish this article if you leave the hyperlinks active, and also retain the author's note and byline. |
Index Page
