Direct Marketing Postcard Suggestions

2 Replies

I am working on a campaign that targets baby boomers that own multifamily. I plan on doing direct mail through postcards. I need help with creating a message to encourage home owners to sell. Has anyone seen any luck with sending postcards? If so, how? What did you say? What was your response rate?

Originally posted by @Julian Addy :

I am working on a campaign that targets baby boomers that own multifamily. I plan on doing direct mail through postcards. I need help with creating a message to encourage home owners to sell. Has anyone seen any luck with sending postcards? If so, how? What did you say? What was your response rate?

 Good to meet you.

The reality of all marketing is need first, solution second. Solutions cannot create a reasonable need. They certainly can create an unreasonable need.

From a solution based approach I like two types. Either a series postcard (basically pictorial postcards which fulfill need and create a brand awareness) and text postcards (which i like better) which tell our story. (How we fulfill their need). 

Trigger words matter. Words like "Fast" "Cash" "Solutions" etc. 

If someone needs to sell the triggers will light the conversation, if they dont need to sell make sure you have follow-up in place. As most of your business wont come from first contact. 

As for a response rate it will vary from touch to touch however you should use .005 as the typical call rate. I have seen much higher however in the postcard world size matters so youll be sending out a ton. Again the key is follow-up... I would stay to the small size (4x6), first class postage so I can get the cards that are undeliverable back. 

I would show you samples however BP doesn't allow me to. 

I would suggest that you build connections with people who offer services to help people move and list some of those on the card. These could include yard sale specialists, estate item purchasing, packing, moving services, help re-locating.

Also list some of the pain points of dealing with tenants , maintaining a large building etc.