Real Estate Postcard Q&A - Postcard Frequency
This following question came from a postcard marketing Q&A survey I sent to over 3,000 real estate agents. From hundreds of responses, I compiled a list of most-frequently-asked questions. This is one of those questions.
Question:
How often should we send out different types of cards?
Answer:
That depends on the type of postcard you're sending.
Some postcards are event-based and should be timed accordingly. For example, if you were promoting a seminar or open house, you would want to time your mailing to allow for delivery time. Other postcards are not as time-sensitive. Lead-generation mailers can be sent anytime, because anytime is a good time for leads!
That answers the "when" part of your question. The "how often" part of your question will vary based on your workload, your budget and other factors. You have to keep a pulse on your business and adjust your mailing accordingly.
Here's a key point to remember. Don't send postcards over and over just because a postcard company tells you to. Some of these companies try to convince agents that "farming" means sending postcards constantly, regardless of your success rates. This is in their financial interest -- not yours.
You should only repeat the mailings that work, not all mailings in general.
Start small and test your response rates. When you find something that works, feel free to pick up the pace. Mail in accordance with your budget and your workload.
And remember, before you do anything else, you have to create a strong postcard with a powerful message. Refer back to the "Super Cards" chapter for more on this.
Related Tags: direct mail, real estate marketing, postcard marketing
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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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