I have to confess I am addicted to postcards. Do you know how good you feel when you've delivered 300 cards in one session?
Postcards have a high open rate and can be an effective source of appraisals. Here's how to tip the scales in your favour.
Motivation
That first card is always the hardest to deliver. Frame your mindset like this:
- You are grateful for nice weather
- You enjoy exercise
- Hard work is your brand
Research
Your ideal farming area is more owner-occupied than tenanted. For ease of delivery plan your route around flat arterial roads with a handful of cul-de-sacs. The newer the subdivision, the closer the houses are to one another (the quicker the run). Tip: during delivery use your phone for notes and take photos of vacant lots, derelict properties, and skip bins - keep reading to find out why 🔎
A road with dead ends is easiest to deliver to
Delivery
Some of your best contacts will be the people you bump into and chat with, such as gardeners and tradespeople.
- Aim to deliver weekdays from 9:30 am to 2:30 pm when there is less traffic to deal with.
- 250 properties per week is a minimum to expect results 💯
Junk Mail
The odd grumpy do-not-mail call is to be expected, but if you are named-and-shamed on your local community Facebook page I personally think it is incredibly good exposure. You are providing a service to your vendors as a marketer after all. By the way algorithms thrive on controversy 📈
That said from 12,000 doors I can count the objections on one hand.
Message
Don't overthink your message, and remember that done is better than perfect. You may prefer just listed cards over just sold, because you're selling a property instead of just yourself, and you are driving traffic towards your open home.
Use addressed cards to overcome the 'addressed mail only' barrier. Having a personalised message is about:
- Delivering value
- Demonstrating your expertise
- If the information is about their house, the recipients are more likely to keep it.
Postcard vs Letter
- A6 postcards are easier to deliver and more sustainable than DL envelopes.
- A6 cards cost less to produce
- Cards are quick to read and can find their way onto fridges and coffee tables ☕
Bonus Tips
For the best results make sure you overlap your campaigns with cold-calls and geo-targeted social media.
Some of the best results arose from meeting builders through calling the phone number on a hazards board, or chatting with neighbours about an empty rental.
On the subject of repetition, some of our best campaigns have been new territory so you shouldn't get hung up on a specific farming area. Turnover rates, demographics, and market share are simply excuses for not taking action 🚀
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