Facebook is a great place to both learn and teach – two of my most favorite things to do in life! A question was recently posted in a Facebook Group (What should I spend my money on) about postcard/mail campaigns and the results garnished from doing them.
Before I was introduced to Corefact (thanks to one of the hundreds of great, valuable takeaways given by Chris Smith and Jimmy Mackin during one of their weekly live #WaterCooler webshows), I would have said gaining any sizable result from a postcard mailing would be next to impossible. But not anymore.
Corefact has taken the lame postcard of simply selling yourself with no real call to action, to providing a new way to bring value to your prospective sellers. I took this tool and turned it into a highly personable marketing piece and upon first use, gained up to a 12.5% response rate! Yep, DOUBLE DIGITS from a POSTCARD!!!
When I mentioned this in the comments of the Facebook Group post, questions started to fly about how and what I did to garnish such results. So, instead of giving pieces of the puzzle, I figured a step-by-step on what I did would be more helpful.
Buy a custom url for each neighborhood you are going to mailing to on a regular basis. For instance, if one neighborhood is called “Coral Lakes” then purchase www.CoralLakes.com. If it is not available, buy something that has the name of the neighborhood in it but that also says what the person visiting the site is going to get – ie., www.CoralLakesValues.com“.
Choose your postcard – I used the Jumbo Card – “Home Estimate/Map Cards”
Personalize your postcard to “speak” to your prospective sellers. I added the name of the neighborhood I was sending the postcard to in any area on the front and back of the postcard that made sense. People like to see not only their name but the name of their neighborhood. Of course, I also added the custom url that I purchased (in Step 1 above) to the postcard too.
Pull the names and addresses of each homeowner within the neighborhood you are targeting and import into Corefact. This can be done through most MLS’.
Create a custom landing page on your website. This page should NOT include more than ONE obvious call to action! Yes, ONE! If you give people too many choices, they may ultimately make none. In this example, with the Corefact postcard, I put the custom html code where the recipient enters the code from their postcard to get their home estimate information. The image on the page, when clicked, will take them to all the homes currently for sale in that neighborhood.
Forward your custom url you purchased to this landing page on your website. If you need help with this, contact your domain name provider and they will be able to help you do it.
Send out the mailing. Wait 7-10 business days. (Send a card to yourself so that you can get an idea of when the cards are delivered.) You will then get emails sent to you when someone visits your custom url page and enters their access code.
With these modifications in place, I received up to 12.5% response rate on these postcard mailings. But I didn’t stop there.
This is where you should immediately follow up with them.
Follow up with a personalized note or card. I use SendOutCards.com for my personalized note cards, but you can use whatever works for you. The image I used on the custom landing page I also use as the front of the notecard. Below is what it looked like for one of the neighborhoods and also the interior of the card and what we said.
(Above is the front of the notecard)
(Above is the inside of the notecard)
From these personalized notecards we gained three more phone calls and two appointments.
Three weeks later we sent out another postcard from Corefact with a slightly different front design than the first, but still a Home Estimate/Map Cards. Three weeks after that, we sent another. The ones who are consistent and persistent always gain the desired results.
Hope this step-by-step tutorial helped! If you have any questions, please don’t hesitate to email or leave a message in the “Speak Your Mind” comments section below.