Here's Why Your Real Estate Postcard Mailings Aren’t Working

Not a week goes by that an agent doesn't call my office to discuss marketing. In the course of discussion, they reveal to me that they don't like postcard marketing, it doesn't work for them and it's outdated. Ninety-nine percent of the time, with a little additional probing, I always come to find out one thing:

They were right about only one thing. It didn't work for them.

The truth of the matter is that it didn't work because they are going about it all wrong. There are many reasons we why this is. However, there are three culprits, time and again, that pop up and rear their ugly heads. Today, I want to share these three things with you, in the hopes that you'll own up to the fact that you may have been doing it wrong. I want to encourage you to take another pass at something that can really help you grow your real estate practice and increase your marketplace visibility in ways you never thought possible.

1) You Can't Take an "I'll Have a #1" Approach to Your Marketing Plan

The thing I find most interesting about agents embarking on a marketing plan is their willingness to invest a large chunk of their income into the campaign itself. But at the end of the day, they really haven't researched or put any thought into whether or not the messages they will be sending will resonate, at all, with the people that live in their marketplace.

When it comes to this, I actually don't blame the Realtor®. I blame the vendor they are using. Remember, agents need partners, NOT vendors. Vendors do nothing other than push their product or service, to sell as much of it as possible, to make money. This does not make for a good partnership.