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Direct mail goes back to the future

CoreFact prints individualized postcards

A California company is attempting to reinvent direct mail as a marketing tool for real estate agents using postcards that feature customized maps displaying recently listed or sold homes near each recipient's address.CoreFact's map-based postcards look like a snapshot of what consumers see when they go online to research market conditions in their neighborhood at any number of real estate-related sites.To bring consumers to agent Web sites also powered by CoreFact, the postcards offer a free home valuation. It's the first step in a "Capture Marketing System" that helps agents manage leads, convert leads into clients, and market clients' properties, CoreFact says.The Hayward, Calif.-based company last week announced its first enterprise-level partnership with Coldwell Banker Residential Brokerage, a Realogy-owned company with more than 3,600 sales associates in Northern California that's operated by NRT LLC.While direct-mail campaigns are generally known for their low respons...

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