Marketing

Just sold cards: Don’t call it a comeback

They've been here for years
  • Printed postcards still provide a valuable connection with neighbors.
  • Prioritize information for best results.
  • Create memorable messaging, and consider using a hook.

Congratulations, you’ve just sold a house. What’s next? Obviously, you want to capitalize on your listing and use it to get another one.

Consider, if you will, the old standby, the “just sold” postcard. Why pay for the expense and time delay of sending out a postcard via the mail when you can easily blast it out via Facebook, email, Instagram, Twitter or Snapchat?

Sending out the just sold postcard is done for the same reason that you still put the for sale sign in the front yard even though most people discover a home for sale online.

We respond powerfully to things we see in the physical world. The for sale sign these days might be less about letting potential buyers know about a home for sale and more about letting neighbors know whom they can turn to when they are ready to sell.

Letter or postcard?

Some agents have great results with a letter because, first of all, the person has to open an envelope, so it gets a little more attention than a postcard that can be tossed easily. Also, though not as visually appealing, it does give you more room to share what you want to say.

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These letters are most effective when you have more information to convey.

An example might be, if you wanted to go into detail about the market, or more importantly, if you have another buyer who wants to purchase in the area. Buyer letters are tremendously effective, but they have to be authentic. Using them when you don’t have a buyer can wreck any trust you are building in the area.

Vital stats

What do neighbors most want to know about a home that sold? The most important pieces of information are what it sold for and what it looks like inside. There’s no sense in hiding the sold price hoping they will call you; they will just look it up online.

Make sure your contact info is on the card along with a one-sentence bio. Keep the overall look of the cards consistent each time concerning fonts and colors, but change some of the layout elements, so it appears fresh.

Stand out as a local expert

Postcards are the perfect place to make your play as a local expert. This doesn’t just have to be about sales and market stats, though those are standard ways to prove expertise.

What else can you share that neighbors find interesting? One agent uses space on his cards to share a different fun fact about the neighborhood. Another agent uses upcoming events as a teaser.

A just sold postcard isn’t always necessary. If you sold in a neighborhood you don’t plan to market to on a regular basis, it might not be worth the expense. These cards are most effective when they are part of a regular, consistent campaign.

One card will likely not be enough to deliver significant results, but over time, especially when paired with online marketing and face-to-face opportunities, these postcards can yield great results.

Deidre Woollard is head of communications at Partners Trust, a luxury real estate brokerage in Los Angeles. Follow her on Twitter @Deidre.

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