Ordering Real Estate Postcards - Be Careful
Agents have used real estate postcards as a marketing tool for decades. But if you don't how to use real estate postcards, you could end up spending a lot of money with disappointment results.
Here's why:
There are a lot of real estate postcard companies these days, with new companies sprouting up all the time. Here's how it usually happens. A printing company discovers there's a big market for real estate postcards, so the company launches a new website catering to real estate agents, and they proclaim that, "We are experts in real estate postcard marketing!"
Here's the truth of the matter. Printing companies are expert at the logistics of printing and mailing. After all, that's what people pay them for. But you should realize that most postcard printing companies are not experts at real estate marketing. There's a big difference between printing expertise and real estate marketing expertise.
So if you plan to use real estate postcards as part of your marketing program, you'll need to bring the marketing intelligence yourself.
Think about it this way. The postcard printing company derives a profit from the number of postcards printed and mailed ... not from the number of responses you get. Often, when agents question the fact that they're not getting any responses from their real estate postcards, they are told to "Be patient and persistent. Just keep mailing the postcards." I've worked in the industry, and I've heard these very words used many times. Now ask yourself who benefits from this "patience and persistence." You? no. The postcard company? Yes!
So let me clarify something. If you mail one thousand postcards and get nothing back in return -- not a single response -- you should not repeat that mailing. You should adjust your approach and apply some of the proven techniques of real estate postcard marketing.
My point is this:
There may be a few postcard printing companies with real estate marketing expertise, but I have not found one yet. Nor do I expect a postcard printing company to have expertise in real estate marketing. They are printing experts, and that's what I expect them to be. Nothing more, and nothing less. So when you use a real estate postcard company, it's a good idea to handle the marketing side of things yourself.
Good luck, and good marketing!
* You may republish this article online if you retain the author's byline and the active links below.
About the Author: Brandon Cornett is the author of a 100-page e-book on real estate farming postcards. If you're serious about your real estate postcard success, download your copy of the author's book at http://www.realestatepostcardbook.com
More articles by brandon72
Print Article | Download PDF | 260 views | Mar 26 2007
|
|
