Dan Kennedy also featured this postcard in his No B.S. Gold Letter (December 2013).
This postcard was created for our out-of-town buyer who was looking for a house in a specific neighborhood (also used to find potential home sellers... kill two birds with one stone). So, without further ado, here's the front and back:
Now, I'll be the first to admit... it's not a pretty postcard. It was a 5.5" x 8.5" postcard sent with real first class stamps (before I learned about EDDM, also I've used bulk mail before but not for this run) printed with our office color printer on cheap 90 lb. Index cardstock.
A few things to point out.
- Mentioned a specific neighborhood (targeted).
- Had a deadline and created urgency (Out-of-town buyers were only here those three days).
- Was specific on what the buyers were looking for. VERY Important.
Also, when I got smart and started using EDDM, did a postcard just like this only bigger. Well, one of the listings we got, the seller told us she was never going to call us because she took our postcard to work and her co-workers told her it was a scam that we really didn't have a buyer. But... she liked the fact we were 'specific' and... we showed her neighbor's house who responded to the postcard. So, you must be specific and make it as believable as possible.
Ok, back to THIS specific postcard.
Here's the breakdown:
- 573 Postcards Mailed
- $310.59 Investment (for paper, color copying [yes our office charged to use the color printer], and first class postage.
- 8 Responses (1.4%)
- 1 Listing right out of the gate.
A couple more things to point out... one: It goes to show that responses rates are worthless. It's all about the Return-on-Investment! Two: Pretty doesn't equate to money. You can have the ugliest postcard in the world and make lots of money if the copy is right.
Just remember: RIGHT MESSAGE - RIGHT MARKET - RIGHT MEDIA - RIGHT TIME
Oh, and probably the most important thing is... IMPLEMENT. Do something! Don't wait until everything is perfect.
Now feel free to share your thoughts. :-)