The Philadelphia Real Estate Blog

Mailing post cards has always been one of the best business generator for me. I mail a lot of them for all of my listings. Consistency is the key!

thanks for the tip about quantum mail, we usually do the expired postcard.

I really havent tried it and I'm a little skeptical by the results. I do have some plans that I'm formulating with expireds. I rather be a little more focused. I'm glad it is working out for you. Keep up the good work.

It is more about building name recognization and getting positioning in their mind. It is another way to "touch" potential clients.

I'm thinking a similiar angle can be taken from the Mortgage side of things.  I may have to turn off the creative juices and see what I can churn out.

Congratulations on being able to measure one of your marketing strategies; it's nice to see results.  So much of what we do is unmeasureable.

Chris, I remember a while back seeing numbers that said whenever a house goes on the market, there will be at least one more that will go on within a short time in about a block radius.  So that makes it hiighly likely that you'll hit a likely seller if you mail around a new listing.  So, yeah, I use them.  Old fashioned but it works!

Bill - Consistency is definitely the key with this type of approach.  It also markets the listing as well for the seller for a just listed card. 

Brad and Angela - Having an expired program is smart too.  We mail out a letter and a flyer for that.  The benefit about these cards is the added exposure one can get for themselves as well as a new listing too.

Loreena - I know some agents have not had success with this program... My guess is that their program lacked consistency.   It really builds name recognition for a neighborhood or area.  Sometimes when I have met with a seller I see that JL/JS card that is over a year old !  Or we will run into people and say hey you guys have sent us many cards - you guys are selling a lot of houses : )

I meant turn ON the creative juices.  Time for a caffeine intake;)

Yes I use them too, as I am a rural market, and buyers are from other states, I used it to mail just listed to buyers, not neighbors, works great, and have been using it for years. It accomplishes 2 things, constant contact and marketing the listings.

I have used Just Listed postcards before and have not had any luck with them, but I have been using postcards and letters to farm areas fairly consistently and have seen a return on those pieces.  Again, consistency says it all.

Dave - definitely a way to build name recognition as well as positioning yourself to be the "neighborhood expert".   It is an older way to do more business and build your name, but still very effective.

Jason - I bet a well crafted postcard for a mortgage professional would be very smart.  Maybe sent to an apartment building or target renters per se ?

Darla - it is definitely great to be able to measure what is working and what is not working.  I always ask new clients (sellers and buyers) where did they find about us.  In the past, I would not always ask this and it is great to know if it was a JL/JS card, our site, our blog, a referral, etc...  Based on those results, you can increase one and decrease other (such as print ads ! )

Congratulations on a successful marketing strategy for working expireds. I once had a family call me a year later on an expired letter I had sent out. It works!

Patricia - Exactly !  There is one neighborhood where I ended up selling 3 or 4 houses on the block within a year timeframe from this strategy !  Is amazing how that can work sometimes in terms of momentum.

Jason - Has the caffeine kicked in ?  Fortunately, Stephanie has the creative juices.  Mine kick in once in a while : )

Mary - great point about marketing the listings too.  We use this method in our listing presentations as well as one of the things that we will do to attract the buyer.

I haven't had much luck with cards on my listings but then again most of my listings are all over the place and not located in one neighborhood. That probably makes a difference.

Lisa - it is the consitency.  The consistent efforts will produce both tangible and intangible results - same with blogging.

Michael - Thanks.  This is actually a program for marketing just listed properties and just sold properites (either your own listing or a buyer deal), not expired.  We have a seperate program for expireds as wel.  Although these post cards could be sent out to expried listings too.

Sonja - Yes, you can always a card to one of your listings that perhaps is not a just listed, just sold card but maybe market your website or blog ?  That way the neigborhood gets several "touches" .

Christopher and Stephanie,

Yes, it is part of the 10 steps to success, however I have never used them my self. I have set up scores of people on a program with them however.

I have always been a rain maker(no pone intended). But, my assistances have been bugging me for a long time to step up that kind of marketing.

It works!

Richard

Richard - we can attest that it does work.  It is not cheap though so patience is key with this type of marketing.  However, the dividends and rewards are great value.

I've used Quantum Mail for many years and yes I also send the Just Listed/Sold cards.

David - The nice aspect of Quantum mail is to design a professional post card and tailor it to each individual mailer.

I do like to use them for listings in the city.  We do the old fashioned door hangers on houses in a couple block radius, and we get out there ourselves to put them up.  It takes a little while, but the kids come with, and we have started some great conversations with potential clients after we make a joke about using our slave labor to help advertise their neighbor's house.

Brenda - Love the door hanging idea and being out there pounding the pavement.  When we first started to the Just Listed cards Stephanie and I would walk through our neighborhood and do it that way.  We also had some great discussions and picked up a client that way as well.  Maybe we will go back to that !  It does save on postage : )

Some great feedback, I have been wanting an excuse to doornock, I think the old fashioned way is turning into the only way

Brady - You might be right !  Old fashioned hard works always pay off !  Pounding the pavement can generate some great results... and at least have fun and meet people at the same time.

Oh.... man do not send these cards out.... they will bring you too much business - they really do work

Thesa - LOL, I hear you !  If everyone did items like this, there would be that much more competition out there !

I know agents that built their career from just listed/sold cards.  In the beginning, they decidied to mail cards to the closest 200 listings and expanded that to the entire 12,000 population.  It was a substantial investment that paid off.  It's all about getting on the "short list" for seller and buyer opportunities.  If you don't have market share, don't get referrals, and a substantial database, direct mail for a listing that sells is the single most effective marketing tool available to Realtors.

I know agents that built their career from just listed/sold cards.  In the beginning, they decidied to mail cards to the closest 200 listings and expanded that to the entire 12,000 population.  It was a substantial investment that paid off.  It's all about getting on the "short list" for seller and buyer opportunities.  If you don't have market share, don't get referrals, and a substantial database, direct mail for a listing that sells is the single most effective marketing tool available to Realtors.

We use a minimum of 250 Just Listed/Sold cards for every listing.  It helps establish us as the local area expert and we have gotten more than one listing just after another batch went out, just as you have.  However, this is a longer term marketing plan, so have patience.

Fred - Very good point - I agree.  I read somewhere that a typically seller will consider 2 agents to sell their house - so that is the short list !  The key is getting on that list.  This type of marketing is one way to get there... or certainly a part of a larger marketing plan.

AJ and Jodee - That is about the same amount we send out.  If it is an area we are really excited about targeting, sometimes we will send out 500 to 600.  We are pretty bold : )  .  But you are right, it is all part of the longer term marketing plan.  Patience is a must, as well as consistency.

Hmmm....I've not gotten business from my just sold or listed cards.  Am I doing something wrong? Is it effective if you are focused in a small area rather than a whole city?  What's the secret?

Good post.

I'm a big believer in agressive marketing of many different types.

What you might consider as well is sending Just Sold Cards to your Sphere of Influence list.

Let them know you're selling houses.

when I first started in real estate I designed my own postcards so they would really stand out, have them printed on really high quality stock with four colors on both sides.  The printing cost was not that bad because of gang-run printers found online. 

I was able to feed them directly thru my laser printer when printing addresses and I was able to print above the address "NEW LISTING", "UNDER CONTRACT" or "SOLD" depending on what the status was.  With each listing I was getting three opportunities to put my name out there and very quickly consumers thought I was doing a lot of business (I wasn't, yet... but it helped build an image of a successful agent.)

At the time I was also using a very non-traditional type of image of myself on the card... it was a casual photo that was processed in photoshop to look like a charcoal drawing... that helped me stand apart.  I even had one client who said she held onto a card for 2 years because she felt she knew me and knew that when it came time to sell she'd work with me despite knowing many other agents personally. 

As my business grew, I scaled back direct mail because of the time and postage cost but with the slower market I'm going back into it.  It's very targeted (especially if you select your mailing lists carefully... I recommend using public records like tax databases to find not only names and addresses but home values when creating lists) and its ultimately less expensive than a lot of print advertising that seems to achieve nothing.  Thanks again.

I have just sent out my first just listed post cards.  They should be mailed out today or tomorrow.  I am anxious to see the results I get from the mailing.  Thanks for your post as I now realize that results may not be immediate but I will get results.

Send JL/JS cards to about 200 nearest neighbors, and also send to SOI so they also know am selling etc.  On the JL cards we invite the neighbors to a special review open house on a specific date --and serve coffee and sweets.  The sellers love it, and so do the neighbors.

JL/JS postcards are great.  I switched to Expresscopy.com/ because the provide more area for text than Quantum Mail does.

Thanks for the reminder. I print cards on Publisher and mail out.I will try Quantum mail.

I've always thought that Just Listed and Just Solds were very valuable.  Color For Real Estate is my favorite postcard company.

In our market these are Over Used....along with the FREE CMA...oh pullllleez...when was the last time a realtor charged for one...real estate is local...glad they work for you !

Lynn - I believe the secret is conistency.  Every once in awhile from one mailing you will pick up a lead or two, and perhaps a listing.  But over the course of a year or two, if someone receives a number of cards per year, it gets engrained in their mind that you are the one to call - you are the expert !

Kevin - That is a great point - I have done that in the past but less so these days.  It shows that you are busy and selling houses in a tricky market.  I forget to do that using Quantum Mail as they mail out the postcards.  It would be smart to have some cards mailed to you and then you can add the labels to send out to a "selective" list here and there.

Thomas - Great points.  It shows that taking action and being proactive works.  It is direct marketing right to the consumer to get your name in their head.  It is one of many ways to get new business.  I am a big believer in our online web presence that we are building but a consumer has to go online do a search and find you.  Where this strategy is smart as the information is being delivered right to their mailbox.

I've been sending out marketing letters for many years to about 4000 homes and we also use just sold cards for certain other areas. We don't send just listed as much but we get more from adding a bunch on one card...my farm letters are my mainstay for business.

Sending out just listed and just sold cards are a good source of getting more business. I feel that just sold cards work better due to actually getting the home sold. It's also a great way to get name recognition.

Kari - Congrats on that !  Be patient - the key to the blog comments have been pretty "consistent" as the practice needs to be consistent and be patient.  When the calls do come in, it is a pleasant suprise.   Sometimes, we will get a call and it will because of a combination of things (our website, exposure, for sale signs and these types of cards). 

Alexsandra - that is a great idea with the planning ahead to DRIVE traffic to the house as well !  Very smart - I will talk about that one with Stephanie : )

Jim - thanks for stopping by - I will check out expresscopy as well.

You know, we used to do them and would get a pretty good number of leads.  We stopped doing them a year or so ago since as the market dropped so did our leads.  Perhaps we should reconsider.

Hi Chris,

I have gotten away from these, but now I'm re-thinking the idea! Thanks :)

No, my market is still too saturated with agents.  I rely solely on the Internet.

Thanks for the tip I have been meaning to try them and just put it on the back burner. I used to do this with a brochure of 4 to six homes per brochure and combined the sold and the just listed but I didn't keep track of how it worked.

I agree with you.  It may take time but this is definitely worth the time and effort.  Best wishes for continued success for you in the business.

Hi Christopher and Stephanie,

I think each market is really different, so it depends on your marketing plan.  I wouldn't rule out just listed and just sold cards, just depends on how many other r.e. agents are doing it.  I think Quantum Mail is a good company.  I have used Amazing Mail before for my own marketing and I love their postcards, hi quality and really attention getting.

Just like anything, the key is analyzing the local market and consistency- 1 mailing won't be enough.

Hi Chrisopher and Stephanie,  Thanks for the reminder.  Congratulations to you on the customer and the feature and keep up the great job you're doing!

I love just listed and just sold postcards. It has gotten me several leads in the past and it keeps my face in the neighborhoods. I have been stopped in the grocery store before , just because someone recognized me from one of my post cards. Did not turn into anything but it showed me that they do work.

I mail Just Listed and Just Sold cards at least twice a month, but I don't always mail them to a specific or targeted area. Instead, I send them to my clients and prospects. That has worked out far better for me than tossing them to the wind. Plus, I don't send just any old post card. I buy the ones that showcase a glossy photo on the front that bleeds to the edges (Impact Marketing). I shoot all my own photographs, which resonates with my database. Everybody remembers them and remarks on the beautiful photography. In fact, I received several listings this year where the sellers said they called me due to my postcards.

Not only do the postcards show how busy I am in an otherwise slowing market, but they showcase my ability as a photographer and marketing expert.

Great advice Christopher and Stephanie. I definetely agree that being unique and consistent are key to a successful marketing plan. Great information in the comments too. This is definetely a great feature. 

Great to hear success stories - we all from time to time wonder if such things are worth it.  Having your story as confirmation should help some people when they are skimping on their business budget.  :-)

We've success too, BUT its extremely costly when you are covering large territories like we do up here in North Idaho.  Kind of expensive to send out 10,000 cards a month just to cover a zip code?

Have had some results, but all in all found that they really dont work that much and especially intodays market are an expensive too, that we have alternatives for

Glad to see the cards work! Congratulations on the feature!  Yea! Somers rock!  KM

Great comments on your post here.  I always use post cards for just sold and just listed

Thanks

Don

I have done this as well and have seen some success.

This is something my new company does, and I'm really looking forward to the extra exposure.

I am utilizing Quantum Mail and it has been a great way to reach out to prospects....Great of you to share this with the community.

If one uses cards they must keep it up - just one card won't likely do anything -- a continuing series is needed.

Thanks for the reminder, I have gotten away from using JL/JS, but I will definitely look into it again. Wishing you continued success!

I really like using the Just Sold postcards as well -- they are easy to create, Quantum really makes it simple.

Our brokerage uses these regularly for every listing.  We use Express Copy and their pulse mailing service.  It can check the local MLS and whenever you enter a new listing, it sends 100 postcards to the 100 nearest neighbors.  I have received multiple listings through this method.  Example, got a listing through my own methods.  Postcards were sent out and about a month or so later, received a call from a neighbor a couple blocks away.  I was able to get that listing and within a couple weeks of the postcards going out for that listing, received a third listing from an FSBO in the same cul-de-sac.  It's very targeted and if your successful in a geographic area, these are a great idea as it builds your brand and potential clients see that you are really active in their area!  It's also great if you're trying to really farm an area.  Plus, by only sending out 100 postcards at a time, it minimzes costs, not to mention it's fully automated.  Simply design the postcard on their site and that's it!

I have much better results from using post cards than I do letters.. Seems that they see the message before they throw it away.

Christopher & Stepahnie,

Thanks for the post. Every opportunity to have to work that sale or listing to generate more business is a good thing. Using the cards keeps you in front of potential clients and that is a good thing.

I need to use them better then I have, I have no excuse. Great post

Gita - Quantum Mail really does work well.  Let us know how you make out.

Diane -  I will look into Color for Real Estate; Im sure there are a lot of good companies for this.

Sally and David - I would not think that JL/LS cards are overused in this market,  In the past, yes.  But now many agents are cutting back on their marketing which in our opinion, is a big mistake.  Since others are cutting back, this is probably even more of a reason to do these types of cards or other tpes of marketing to get your name out there first and foremost !

Neal  - Sometimes we will also lump several listings and/or updates on one card for a specific area to consolidate.  I think these cards are impressive

Robert - I like the Just Sold cards too.  Sometimes when we sell a property fast we will add that as well "such as sold in 2 weeks !! " .  Is great stuff for name recognition !

I have to agree with you.  I recently recieved a listing from a seller who had kept my card a year.  He was one of my best clients.  I have slowed down on doing this but after reading everyones positives about mailings, it looks like I need to start again in this market.

My comment is above. 

I slacked off this past year in my postcard marketing. Maybe it's time to pick up again!

Matt and Suzanne - I think it is kinda of an easy decision to have stopped doing these when the market started the slow.  The paradox is is that this is probably the most important time to do them to really build you name in this type of market and to show you are still marketing and advertising in a slow market.

Jim - makes sense.  But a lot of clients (at least in our area) do not go on the internet or have email - is hard to believe !  So relying solely on the internet will miss out on a large piece of the pie for some areas.

Charles - give it a shot !

Kimberly - Best wishes for continued success for you - this type of marketing works.

Rebecca - You are right - 1 mailing will not be enough.  For this type of approach to work, it needs to be consistent and on-going.  So as a result, it can be costly.  But if one deal comes from it, it pays for itself and more.  And, of course, in most cases, it will be plenty more than one deal.

Consistency is the key, I agree. Now I have to just follow through!

Sandy - thanks !  We appreciate it !  We work hard - in business and here on the blog !

Sean - Glad the cards work for you !  That is great that you have been stopped in the grocery store.  We get that sometimes too - more Stephanie than me (she is much more attractive) from someone that would say "I get your cards all the time - it is like  you guys are famous" !   LOL : )

Elizabeth - that is a great strategy and makes a lot of sense.  Is great that you do your own phototgrapy to add your personal touches and the like. 

Castellum - Thanks for your comment ! You guys rock !  Consistency and uniqueness are definitely key to build your brand name.

Steve - It is great to read and share the success stories on here.  I think one of the important concepts here is to not skim on your advertising budget during these times, but to actually increase it to really build one's name and to build on a strong presence before the market turns around.  That strategy could produce a windfall with a well recognized name in a strong market !

Chris - I would suggest to gain focus within that zipcode and tarket a neighborhood or two or three !

James - Consistency is key.  I guess in a way it is buying leads but the sellers benefit and we benefit 2 to 3 times over with future business.

Kristin - You are the one who rocks !  You rule San Antonio !

Don - That is great that you use them on all of your listings - especially since you have a lot of listings that is a lot of cards !

Margaret - that is great that your company does them as it definitely adds exposure.

Kevin - glad quantum mail is working out for you too !!

Bob and Carolin - If you get a lead for one mailing that is great (and a little lucky).  Consistency pays off in this type of effort.

Maria - Definitely something to get back into as it works.

Kerry - glad you like it too as well as Quantum.  Quantum is user-friendly and does make it simple for the most part.

Brad - that is great momentum.  Over the years, I have sold up to 4 houses on one block due to this type of marketing !

Chris,

I am so glad the Just Listed/Sold postcards have continuously generated results for you guys. As many have already mentioned, Consistency is key... not only when it comes to frequency, but also end user targeting.  Sending out a post card here and there, targeting a different area in town leads to poor results - or NONE.   Consistency in messaging and design are critical too, but more importantly, keeping the tone "real" and not over-doing with the marketing hype can make a big difference! (funny that it is a marketer telling you this, huh?)

Keep up with the great work!

Liana - Great to see you here !  Of course a lot of the marketing items I have learned have come from you !  I still have a lot to learn as well !  You are 100 percent right about the consistency and frequency.    I like also what you say about the consistency in messaging - that is critical as well and makes a lot of sense.

I have always "clover Leafed" areas that I have listings and sales with Just Listeds or Just Solds. I will check out Quantum to get some new ideas.

I don't use them at all.  Never have either.  I see most all of the print advertising going in the file 13 too quickly.  Their shelf life is so limited.  What do you do when you get these in your own mailbox?  Exactly.  I do send out Recipe Cards and have good luck with those.  People make the recipes and thank me for them all of the time.  I have been doing this to the same database now for 2 full years.  It takes time and consistency with anything.

Kelly Klein

Kelly, I would read some of the comments here regarding the success that other agents have had with JL/JS sold cards.  Not to be a spokesperson for this, we have become a leader in certain neighborhoods from these cards.  So I would reconsider for part of your marketing program. 

Tina - I think you will like the services of Quantum Mail - is simple, direct and effective !

I have used Quantum in the past. haven't gotten any leads from it yet but am hopeful.  I hear SendOutCards.com is good too. Thanks,

I can see that the answer can sway from market to market, this post is very interesting!

Thanks so much for post... I thought almost everyone was sending them.

Tom Davis

Thanks for the advice on expired using the blog and Internet. I do send out the Just Listed and Just Sold cards to specific buildings that I have experience  selling. I get some leads from this approach. Thanks for the feedback on all the comments preceding

I agree with you about just listed or just sold cards they do generate a lot of business for me in my farm area.  Before I was mailing them out with the post office which is very expensive costing me about 12 cents per house but now I use the local news paper to input my just listed or just sold cards and i only pay 3 cents.  I do this every 2 weeks so the money I save is huge.  Thanks