Any agent can send “just sold” postcards. It’s about as simple as it sounds. But to implement them in a way that will actually generate seller leads requires some skill.
Top-performing agents who’ve figured out how to reach consumers through direct mail marketing can attest to the fact that it’s far from obsolete.
Direct mail’s reach tends to be highly focused because each print piece you send has far less to compete with than other mediums, such as email. And they have staying power because they’re often left out in the open where more people than just the intended recipient can notice them.
Or at least that’s the idea. None of the above is true when a direct mail campaign is poorly executed.
All of your prospects have seen those kinds of pieces in their mailbox. They’re not hard to spot because they often demonstrate one or more of the following errors:
- unclear messaging
- irrelevant or impersonal messaging
- confusing call to action (or none whatsoever)
- poor design
“Just sold” postcards with those kinds of mistakes often end up in the trash bin. Not only do they waste the agent’s time and money, but they also create a negative brand experience. And worst of all, they’re ineffective in terms of the number of leads they’re able to generate.
Turns out, it’s not quite as easy as it seems to do it the right way. So we’ve compiled a handy checklist of best practices to help you create real estate postcards that turn prospects into seller leads.
The Four Parts of an Effective “Just Sold” Postcard
Every “just sold” real estate postcard that actually generates seller leads is comprised of these four key ingredients.
1. An Eye-Catching Headline
Your headline is the “hook” that captures the attention of your ideal prospect. Its purpose is to get them to read and understand your main message.
You could go with the standard “Just Sold” headline. But is that the best you can do? Definitely not. It’s not likely to “hook” your prospects, and it’s not immediately clear why they should care about your recent transaction.
But be careful not to miss the point here. The headline isn’t meant to capture attention merely to capture attention. Keep it laser-focused on serving your main goal, which is to capture leads. Sensationalist headlines and bait-and-switch tactics are for scammers and tabloids, not real estate agents.
So the objective is to capture attention without going overboard. Keep it simple. Aim for clarity. Your prospect shouldn’t have to ponder over your headline to “get it.”
There are several ways to create headlines that are both direct and compelling. To get you started, here are some ideas to try.
Simply State the Benefit of Selling
- “Sell Your Home & Upgrade Your Lifestyle”
- “The Value of Homes on Maple Street Just Went Up.”
- Use a testimonial: “I’ll never work with another real estate agent. Dan is the best.”
- Use numbers: “The Hamptons just sold their home for $461,500.”
- Spark intrigue: “Your Home Is Worth More Than You Think”
- Ask a question: “Do You Know How Much the Smiths Just Sold For?”
Make a Promise or Guarantee
- “You Won’t Find a Better Listing Agent”
- “I Just Sold Your Neighbor’s Home. I Can Sell Yours Too. Guaranteed.”
2. A Compelling Message
The best “just sold” real estate postcards are engaging, persuasive, and actionable. In other words, they lead the prospect toward taking some sort of action. (More on that later.)
So how can you make your message compelling? The best way to do that is to target a specific audience.
Typical “just sold” postcards are all about the agent. It’s like saying, “Hey, look what I just did!” Maybe what you did is in fact worth a humble brag, but that’s not nearly as compelling as a message that speaks directly to your prospects’ hearts.
They have a problem. You have a solution.
So flip the narrative and make it about them rather than you. And we’re not talking about speaking to them as consumers, home sellers, or some other generalized label – but about them as people. Make it personal.
Do you really want to send the same message to first-time homebuyers, potential sellers, empty-nesters, investment buyers, and condo owners? Of course not.
Get more bang for your marketing buck and increase your chances of connecting with qualified, relevant leads by sending specifically targeted messages. For each consumer group, anticipate and speak to their needs while showing how you can add value.
3. High Quality Design
First impressions are crucial. An amateurish, homemade look won’t be enough to help your postcard stand out.
Here are some best practices for creating next-level designs that capture the eye as much as the heart.
- If you can’t afford to hire a graphic designer, use high-quality templates. With Market Leader Pro, for example, you can find thousands of professionally designed, visually appealing templates. All of which can be customized in just minutes.
- Design, don’t decorate. In other words, be intentional and let every element of your postcard serve the ultimate purpose of capturing leads. Don’t overload it with too much text or too much information.
- If you use any images, make sure they’re high quality. Bright, high-resolution photos are best. Avoid clipart and any images that look cheap and unoriginal. (For more details, here are the 10 characteristics of great photos.)
- Stick with fonts that prioritize readability. It’s not that stylized fonts are bad. It’s just that fancy typography can sometimes be distracting. It’s best to go with standard fonts like Arial, Times New Roman, or any other typeface that’s clear and legible. (Pro tip: Using a maximum of two fonts in your postcard will help you avoid creating a busy design.)
- Show off your brand. Let your brand identity guide all of your marketing decisions, including the design for your postcards. Use any special brand colors you might have to give your design a cohesive, professional look. (Need help creating a brand identity? Check out Market Leader’s free interactive guide: “2023 Real Estate Marketing Plan: Your Path To Getting More Leads Than Ever Before.”)
4. A Call to Action (CTA)
At their worst, “just sold” real estate postcards are like a newsflash. They simply relay information and let the prospect take it from there.
Instead of hoping they’ll take the desired action, tell them what it is you want them to do. Put another way, provide a clear, concise CTA that corresponds with the goals you have for this particular direct mail marketing campaign.
Remember, your message should compel your prospect to do something about what they’ve just learned. And it should be obvious what that “something” is.
It’s often best to use only one CTA. Your postcard can have more than one, but keep in mind that research has proven (many times over) that the more CTAs they see, the less likely it is they’ll take any action whatsoever. Don’t give your prospects a bunch of choices.
Do you want them to visit your website? Give you a call? Schedule an appointment?
Whatever your CTA is, make it brief, action-oriented (e.g., “Schedule,” “Sign Up,” “Check Out”), and time-sensitive (e.g., “Today,” “Now,” “Before…”).
And of course, always provide all your contact information, especially your email address, website address, and phone number.
The Easiest Way To Create “Just Sold” Postcards
So what now? Now that you’re equipped with tips and best practices, how do you go about creating your postcards?
There are at least two ways to approach it. One way is to create your own from scratch, using a free design tool like Canva, and then finding a good printer and shipper.
But the easiest way to implement a “just sold” postcard campaign is to use a full-service, all-in-one system that allows you to do it all in one place – from designing to printing, and from sending to progress-monitoring.
With Market Leader Professional, for example, you can work with a robust marketing center that enables you to…
- Choose from a huge collection of pre-built templates (for flyers, newsletters, and postcards)
- Personalize your print marketing materials with the marketing design editor
- Order professional printing and ship to your contacts from the marketing center so you don’t have to worry about doing it yourself
- Easily add all your contacts, specific groups of contacts, or every new contact to individual or drip print marketing campaigns straight from your CRM
- Schedule future campaigns with the click of a button, so you can “set it and forget it”
It’s now faster, easier, and more affordable than you’d think to create high-quality print pieces that will get you more clients.