Stand Out: Creative Postcards for Real Estate Agents

 

Postcard marketing may seem antiquated in 2024, but don't be fooled - direct mail is far from dead for real estate agents.

I'll be the first one to tell you that digital marketing is an absolute necessity, just because that's where most of your clients are.

But at the same time, it's true that print advertising ofen gets overlooked in favor of digital outreach, even though for realtors looking to achieve sky-high visibility without a sky-high marketing budget, postcards STILL deliver.

In fact, creatively designed postcards capturing attention in crowded mailboxes and inboxes may be just what you need to cut through the digital noise.

For realtors striving for visibility without breaking budgets in 2024's fierce market, postcards present the perfect opportunity to stand out.

Top Takeaway:

Real estate agent postcards can be an effective way to reach potential clients and showcase properties. Personalized, eye-catching designs with relevant information can help agents stand out and generate leads. 

Consistent communication through postcards can build trust and brand recognition.

So what's the secret to postcards that captivate audiences while outpacing rival agents' digital-first tactics?

Read this guide to discover eight tips for attention-grabbing designs, five innovative real estate postcard examples, and a plan for seamless printing and mailouts.

 

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Chapter 1: Why Use Postcards for Real Estate Marketing?

The real estate industry is highly competitive, with many agents vying for the same clients and listings in a local market.

As a real estate agent, you need effective yet affordable tactics to make your services and listings stand out. 

Postcards are a tried and tested direct mail medium that delivers results for real estate agents time and time again.

Here’s why postcards should be part of your real estate marketing strategy:

Cost-Effective

Sending full-sized brochures and mailers gets expensive, especially for smaller, independent agencies. 

Postcards provide the same branding and messaging opportunities at a fraction of the mailing cost.

Postcards make it possible for agencies of any size to reap the benefits of direct mail without overspending.

Simple To Execute

Today's user-friendly design programs, convenient printing services, and ready-made templates make it smooth and simple to create postcard campaigns.

Mailing at scale is easier than ever too with direct mail marketing services that can handle addressing and sending for you when provided with a mailing list.

Build Your Brand

Creative postcards enable you to clearly showcase your brand identity and build name recognition in your area.

Consistently branded postcards that align with your style guide are key.

This familiarity pays off hugely when potential clients go to select an agent.

Capture Attention

With less direct mail marketing happening today compared to digital tactics, a well-designed 6 x 11 inch postcard can grab more attention in a mailbox than a letter or flyer.

With so much information at their fingertips, creative postcards can help you catch the eye.

Targeted Messaging

A major benefit of direct mail is getting to target specific neighborhoods or buyer demographics.

If you specialize in waterfront properties or estates, direct tailored messages precisely to homeowners in those areas through postal routes.

Test different real estate postcard designs and calls-to-action personalized to each audience.

 

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Chapter 2: 8 Tips for Creating Effective Postcards

But creating postcards that capture attention and drive engagement takes skill. 

Not all of them will generate leads and sales equally.

The most effective designs follow best practices focused on engaging audiences and prompting calls-to-action.

Here are 8 tips for making yours stellar:

1. Showcase Your Unique Value

Don’t just use the space for contact information and listings. Highlight what makes you stand out from other agents.

Maybe you have deep community ties, specialized services or raving testimonials.

Features these uniquely “you” details prominently. Taglines, badges, quotes, stats - they tell your story.

Help buyers and sellers remember why you're the agent for them.

2. Use Compelling Photos

Studies show images grab attention better than large blocks of text, especially in advertising.

Use high-quality photos of listings, neighborhoods and clients on your postcards.

Show interiors, curb appeal, local parks - whatever showcases the lifestyle you sell.

3. Personalize the Message

One-size-fits-all copy sounds generic and frankly, easy to ignore.

Personalized postcards make recipients feel you sent it just to them, increasing relevance.

But customizing each piece individually takes massive effort. Instead, create different variations of your postcard for different segments. 

Tip: Send first-time buyer tips to young professionals and downsizing pointers to retirees in 55+ areas.

Meet specific needs.

4. Lead with Bold Calls-to-Action

Don’t make readers guess what you want them to do. Strong calls-to-action explicitly prompt next steps.

Some great CTAs include:

  • "Call for a Free Home Valuation"

  • "Visit OpenHouse123.com"

  • "Text JOHN555 to Schedule a Property Tour"

Make it crystal clear how they should engage.

5. Use Space Strategically

From size to layout and fonts, thoughtful information design optimizes postcards.

Group related elements, leave white space between sections and use font sizes purposefully to guide the visual hierarchy.

Tight spaces and clutter distract. White space helps key messages stand out while improving scannability and reader experience.

6. Keep Branding Consistent

Consistency builds familiarity and trust with audiences over time.

Make sure your postcards align visually and tonally with other materials like yard signs, website, ads and emails.

Follow existing brand guidelines or work with a designer to create cohesive postcards upfront.

7. Make Contact Details Obvious

This almost goes without saying, but contact info needs to be extremely easy to spot.

Place your name, headshot, phone number, website URL and social media icons prominently.

Multiple touchpoints give interested recipients options to connect. Bonus points for including an email signup or QR code to capture leads instantly.

8. Mind Postal Requirements

USPS has specific size, imagery, text and addressing rules for discounted mail postcards. Failing to meet specifications means mailings get rejected, wasting money.

Pro tip: work with a reputable direct mail printing firm. They’ll ensure your creative designs meet requirements for delivery.
 

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Chapter 3: Real Estate Postcard Design Ideas and Examples

Postcards give you flexibility to showcase listings, market updates or say hello.

The most effective templates catch attention with compelling images and captions before driving recipients to take action.

Here are some top-performing real estate postcard ideas and examples to try:

New Listing Postcards

When you score an exciting new property listing, spread the word with targeted postcards.

Feature eye-catching photos of the home's exterior and interiors.

Use captions to describe desirable features and pique interest before directing people to the full listing. Don't forget to highlight open house dates!

Just Listed/Just Sold Postcards

Build authority as a successful real estate agent by showcasing your recently closed deals and newly acquired listings.

A postcard gallery with property images, captions and “Just Listed by...” or “Just Sold by...” badges packs a visual punch.

Market Update Postcards

Stay top of mind with your sphere by mailing quarterly postcards with bite-sized local real estate stats.

Share seasonally relevant numbers on median home prices, days on market, list-to-sale ratios and total transactions.

Event Postcards

Open houses, seminars, office events... postcards invite people to real estate happenings while promoting your brand.

List key details like date, time, location, topics, speakers upfront. Use imagery and text to get prospects excited to attend.

Holiday & Thank You Postcards

‘Tis the season for postcards! Develop holiday templates you can customize annually.

Show some love for past clients by sending Thanksgiving, Christmas or New Years greetings.

Handwritten notes take it up a notch.

Neighborhood Postcards

Create postcard campaigns spotlighting popular neighborhoods, cities and suburbs you serve.

Showcase area parks, schools, amenities and local flavors with relevant captions.

Hyperlocal real estate postcards speak to recipients and position you as an expert.

QR Code Postcards

As marketing goes increasingly digital, postcards can bridge the gap with QR codes.

Link scannable squares to listing videos, augmented reality tours, email signup forms and more.

Track scans to see which QR code postcards and offers resonate best.

Client Testimonial Postcards

Social proof goes a long way when selling high-value services like real estate.

Show trust badges, 5-star ratings and positive client reviews on postcards to convert more prospects.

Ask satisfied past clients if you can feature their first-person short testimonials. Authentic recommendations build immense credibility.

 

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Chapter 4: How to Create and Mail Real Estate Postcard Campaigns

Figuring out postcard logistics can get confusing fast, especially your first time.

Here’s a simple step-by-step process real estate agents can follow:

1. Select a Printing Partner

Thankfully, you don't have to do the designing and printing yourself, especially if it isn't in your wheelhouse to do so. 

So first things first, research digital printing firms specializing in direct mail postcards at scale. Prioritize those with design expertise, variable data skills and USPS mail mastery.

If you already have postcard creatives, companies like OvernightPrints, Vistaprint and PsPrint offer easy online ordering plus volume discounts.

Full service providers like MailShark handle the entire campaign workflow but typically require minimum orders.

2. Define Your Target Audience

Get very clear on the demographics and psychographics of clients you aim to reach. Blanket targeting everyone with generic postcards moves the needle little.

Successful real estate direct mail requires segmentation and personalization powered by a tailored mailing list.

3. Source a Targeted Mailing List

Work with data vendors to rent or buy mailing lists matching your ideal client profile down to the postal route or neighborhood.

You can target by income, home type, geography, buyer propensity, age and children in the household.

Scrub rented marketing lists against the National Do Not Call Registry to avoid unengaged leads. Always remain CAN-SPAM and TCPA compliant.

4. Calculate Your Budget

Add up all potential costs upfront—design, printing, mailing list and delivery logistics. Some printers offer free graphic design while others charge creative fees.

Base quantities on projected response rates then print quality postcards. Under-order initially. If metrics exceed expectations, print another batch. This lets you test and optimize.

5. Design Compelling Postcards

Apply expert design best practices to create something eye-catching in 6 x 11 inch spaces.

Clear calls-to-action, balanced imagery and text plus consistent branding are must-haves.

If you lack in-house talent, leverage done-for-you templates or hire freelancers. Have peers review prior to finalizing.

6. Print Your Inventory

Confirm quantities for your first test batch based on response rate projections. Print postcards on quality card stock paper.

Building in assessment cycles lets you determine what creatives perform best before mass printing a single design.

7. Mail Out Postcards

With printed postcards in hand, it’s time to get them delivered. Mail houses can handle addressing, postal presorts, unique tracking codes and sending en masse for you.

Options like Every Door Direct Mail from USPS simplify logistics and offer savings too.

8. Track Performance

Implement a feedback loop early to gauge campaign effectiveness. Vanity metrics like open rates fall short.

Set up unique phone numbers and landing pages for each mailer in your CRM.

Monitor the quality and volume of postcard-driven leads, interactions and conversions over time. The data reveals ROI to double down on what works.

 

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Now that you have your print bases covered, it's time to put in some effort where 95% of your leads are. 

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About the Author

Aaron “Kiwi” Franklin

Head of Growth