Realtors: Is postcard marketing worth it?

Every day, millions of people receive postcards from local real estate agents in the mail. Some are large, some are small. Some showcase "just sold" homes and others promote new listings.

They also come in the form of community newsletters that help homeowners gauge the value of comparable homes in the market. In favorable conditions, homeowners may decide to cash-in even if they hadn't initially planned to make a move.

So the big question is — do they actually work?

To find out, we asked realtors around the country. Here's what they had to say.

"We use the sale of houses, new listings, and selling tips as reasons to send postcards, says Ryan Waller of Beth & Ryan Waller realty. "People love to know what's going on in their neighborhood."

Waller says postcards are a great tool in the context of a broader campaign. "We highly-recommend postcards but they need to be used correctly. Postcards should be used together with other tactics such as radio and Facebook ads to form a larger marketing plan."

Michael Shapot, a realtor in NYC with Keller Williams, says postcards are a way to create meaningful connections.

"We have successfully brought on new clients through direct mail postcard marketing. Our successful postcard campaigns combine postcards with invitations to community events and to charitable endeavors."

Other realtors say that consistency is the key to success. "The key with postcard marketing is consistency," says Link Moser of Experience Home Group in Loudon, NH. "Budget and plan your post card mailing for 12 months before assessing your return on investment."

This is good advice when appealing to new clients. Most buyers and sellers will not convert into sales or commissions immediately. But, if you can build a pipeline of consistent leads, and nurture those relationships, over time they will convert into clients, referrals, and powerful revenue streams.

In terms of postcard design principles, Liz Hutz, co-owner of Cash Home Buyer North Carolina, advises realtors to keep it simple. "Postcard marketing has proven to be a very effective technique for us. It is one of the best ways to acquire and retain customers. We include an eye-catching headline, call-to-action, relevant imagery, and a strong offer."

There's also a lot to be said about good timing. With a red-hot real estate market, and many people spending more time at home due to the pandemic, postcards are more likely to reach homeowners.

Brady Bridges, a prominent realtor in Fort Worth, Texas, took a chance on direct mail marketing to reach new clients and expand his market area.

"At the beginning of the post-pandemic era, we tried out postcard marketing and the feedback was astonishing," says Bridges. "The best thing was the 12X return on investment."

"Targeting your precise market area is the key... you've got to reach the right doorsteps."

With digital advertising all the rage, fueled by changing consumer habits and pandemic lifestyle changes, perhaps mailing physical advertisements to local communities is a great way for realtors to stand out from the competition.

Thank you to all of the real estate pros featured in this article for sharing their tips, insights, and experiences.

Are you a realtor? Need help with postcard marketing? Check out our campaign builder app to launch easy and affordable marketing campaigns.