Subscribe To Our Blog
This morning, I was combing through some web analytics, and I got to thinking about this curiosity that has been plaguing me for a while. Basically, I wanted to look up what my most successful (translation: Which article was read the most) blog post was. What I found was an article I wrote in 2012 called 'A Geographic Farm? Do It Right The First Time'. It had something north of 230,000 views and seemingly, if you look at the month over month trends, never really hit 'viral status', but has been steady, pretty much the same amount, month after month after month, up to current time.
So, given that the article is now 4 years old, and given that people are still clearly interested in how to effectively and successfully send Real Estate Postcards to a geographic farm area, today I figured I would share with you the three easiest ways you can give your traditional Real Estate Postcard farming a high-tech reboot.
YOU HAVE TO TRACK YOUR RESULTS IN REAL-TIME
The 'old school' method of thinking about Postcard Farming is that you will know that it is working, when you get a call for a listing appointment. While this may have been the only option in the old days, this is a flawed thought pattern that has no business in modern Real Estate.
The fact of the matter is that at any given time, people are at various levels of considering putting their home on the market. If you use the 'I know when it works when I get a listing appointment' theory, you are basically eliminating wanting to know of anyone else that may not be ready 'now', but may be ready 'soon'. Why would you spend your hard earned money on a marketing project and cut those folks out of the equation?
There are many ways to track EVERYONE in your farm area and their various levels of interest. My personal favorite happens to be Capture Code Postcard Marketing, mixed with Behavioral Follow Up Marketing. No matter how you do it though, you have to have a system in place that does not solely rely on a homeowner picking up the phone to call you. You need to be able to track their movements, predict when they might be wanting to sell, and appropriately nurture them, until you get the call.
YOU HAVE TO USE ONE FORM OF MEDIA TO LEVERAGE ANOTHER FORM
This is a very important concept. Unlike any other time, there are more marketing vehicles you can employ to get in front of homeowners in your marketplace than ever before. Should you advertise on all of them to build your presence? In a perfect world, yes. In the 'real world' though, you cannot possibly afford the cost, or the time involved in building up every single one of these outlets. So the question becomes, what to do?
The best way to do this, without breaking the bank is to use one form of media to build up another. In this article, we're talking about Real Estate farming postcards, so let's stick with those. One example of leveraging things could be to use your postcards to guide people to a landing page on the Internet, where they can download some sort of item of value. From there, you can require them to enter an email address to get it (thus building your electronic mailing list). OR, what if you put a QR code on your postcards that when scanned lead people to your Facebook business page and automatically add them as a fan (thus expanding the reach of your Facebook posts)?
There are tons of examples on how to build up just about every single platform out there. You just always need to think in terms of, 'How can I use marketing product 'A' to help me build up marketing product 'B'?
THERE IS NO ONE SIZE FITS ALL. ENTER A/B TESTING
Lastly, and possibly most importantly, you have to always realize the fact that there is no single type of neighborhood and homeowner. Every marketplace is different and homeowners from marketplace to marketplace differ as well. They have different backgrounds, different educational levels and different financial means.
The best way to approach this is to first do your homework on a farm area. Learn about what makes the homeowner's tick, what their interests are, and make your best guess as to the types of marketing pieces will resonate most with those homeowners.
Once you have done all that research though, and have a pretty good educated guess at what homeowners may respond to, DO NOT stop there. This is the age of digital printing presses. Digital printing presses allow you to easily use variable graphics to split test a mailing in a particular geographic farm. Create two different messages to go out. Then, use something like postcard capture code tracking to tally the results and see which message resonated most with homeowners in your marketplace.
Granted these solutions range from super easy, to very technical, but have no fear. There are plenty of firms out there, such as ours, that can help you do some, or all of this. The take home message here though is that you can't keep doing things, 'the way they've always been done'.
You need to employ new methods to squeeze more out of your Geographic Real Estate Postcard Farming, helping you build your Real Estate Practice faster, and more easily than you ever imagined possible :)
Tag Archives: real estate postcards with capture codes
I have written many articles about how many Realtors® postcard farming practices are outdated. It’s such a true statement, and such an important topic, that it comes up time and time again with our clients, prospective clients and even people … Continue reading