Real Estate Postcards: Best Strategy for a Buyer's Market
This question comes from a postcard marketing questionnaire I sent to over 3,000 real estate agents and brokers. I compiled hundreds of responses to create a list of the most frequently asked questions about real estate postcards. This is one of those questions.
Question:
What types of postcards work best in a buyer's market?
Answer:
That depends on who you're trying to reach. If you're marketing to sellers, you'll have a much easier go of it. That's because in a buyer's market, the seller needs the most help.
Targeting Sellers
If I were marketing myself to sellers in a buyer's market, I would focus on the fact that it was a buyer's market. I would create something -- a report, a website or blog, a seminar -- something that explained how to sell in a buyer's market without getting taken advantage of. I would promote this item with my postcards and use the whole thing as a lead generation system.
Targeting Buyers
If you were focusing on buyers, you could still use the buyer's market angle, but with a twist. This time around, you could focus on their desire to get a great deal:
"Sure, it's a buyer's market, and you can get a good deal on a new home. But by following the simple strategies outlined in this free report, you can get an even better deal on your new dream home. But that's only the beginning…"
What these two strategies have in common is that they (A) address a specific audience and (B) offer something of value to that audience. The more you can tailor your message to a particular audience, the better your postcard response rates will be. Likewise, the stronger your offer, the better your response rates will be.
Good luck with your real estate postcard marketing!
* Copyright 2007, Brandon Cornett. You may republish this article online if you retain the author's byline and the active hyperlinks below.
Related Tags: direct mail, real estate marketing, postcard marketing, real estate postcards
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Brandon Cornett is a postcard industry veteran and the author of Real Estate Postcard Marketing. Through this e-book, Brandon will show you what the most successful postcard marketers have in common, and how to apply these traits to your own postcard program in order to climb The Pyramid. Download your copy of the book at http://www.realestatepostcardbook.com
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