Letters vs. Postcards

Which do you think is a better strategy for getting new business sending a monthly newsletter or postcards?

Originally Posted by realtor Which do you think is a better strategy for getting new business sending a monthly newsletter or postcards?

Are you asking a rhetorical question or a real question about your own situation? If it's a real question, then I think it would be important to ask who you would be receiving the postcard or newsletter before I would answer.

I'm trying to get real estate listings so I send out postcards once a month to different subdivisions. The results aren't that good and I wondered if a letter or newsletter would be a better strategy.

Originally Posted by realtor I'm trying to get real estate listings so I send out postcards once a month to different subdivisions. The results aren't that good and I wondered if a letter or newsletter would be a better strategy.

Okay, got it, thanks.

Who do you or would you send these postcards/letters/newsletters to? Random? A certain neighborhood? A certain demographic? Is it a one time mailing? I'm just trying to get a feel for your marketing concept because that might be just as important as the decision about what the particular piece should look like.

Originally Posted by Skip Anderson Okay, got it, thanks. Who do you or would you send these postcards/letters/newsletters to? Random? A certain neighborhood? A certain demographic? Is it a one time mailing? I'm just trying to get a feel for your marketing concept because that might be just as important as the decision about what the particular piece should look like.

I send everyone in the subdivisions something once a month and I send any home for sale by owner something once a week. I only send mail to a few subdivisions that I thought would be good markets based on turnaround rates, home values and competition.

Originally Posted by realtor I send everyone in the subdivisions something once a month and I send any home for sale by owner something once a week. I only send mail to a few subdivisions that I thought would be good markets based on turnaround rates, home values and competition.

That makes sense to me. I'm more of a sales guy than a marketing guy and there are lots of better marketing people than me that post here, so maybe others could offer an opinion to you. But here's my opinion:

I think for long term marketing (the once per month piece) you're better off with a newsletter especially if you can make it fun to read and informative since lots of people you will be reaching are not selling their homes at the time they would read it.

For the fsbo people, I think postcards are okay but a letter would be better. What's most important is the copy on the postcard or letter.

The best to you!

Realtor I was told that sales letters almost always have better conversion rates than postcards.

Originally Posted by Thomas Realtor I was told that sales letters almost always have better conversion rates than postcards.

Was there a reason why the letters convert better?

I would guess that letters convert better because they are opened more.

However, if designed properly your mailers will convert well to. Also, a major player which is often forgotten is that the recipient must be interested in your product/service.

Using targeted data verses using a saturation of a zip code will prove more valuable if it's conducive with your service/product!

There are many specifics at play with marketing, one blanket approach will not work. Research your market and industry before making any decisions!

Lance

When doing your marketing research keep in mind your response rate on a static direct mailing piece is about 2%, when you use variable data- such as the persons name, a picture or something that grabs the readers attention- you can increase your respose rate up to 30%.

Your initial investment might be the same or higher but the ROI is always greater on a personalized piece!