5,473% ROI With This Lead Generating Postcard (Pictures Included)

7 replies
I saw splitTest's post about posting some good examples of sales copy, so I figured I'd share one of the first lead generating postcards I created for when I was in real estate working with a top agent.

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.
  1. Mentioned a specific neighborhood (targeted).
  2. Had a deadline and created urgency (Out-of-town buyers were only here those three days).
  3. Was specific on what the buyers were looking for. VERY Important.
I've seen these type of postcards before where the agent sends them to different neighborhoods with "I have a buyer looking in your area. Call me." What a bunch of nonsense. You have to be specific!!!

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.
Total commission brought in was $16,900.

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. :-)
#473% #copywriting #direct-response marketing #generating #included #lead #lead generation #marketing #pictures #postcard #postcards #roi
  • Profile picture of the author splitTest
    Now that's ROI.

    lol

    Inspirational post -- & excellent points about differentiating your offer from the scams with specific info.

    I like the headline, which also builds trust . Might've been better to have the agent's pic right there with the header...

    Good deal. Added to my swipe file.
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    • Profile picture of the author AmericanMuscleTA
      Originally Posted by splitTest View Post

      Now that's ROI.

      lol

      Inspirational post -- & excellent points about differentiating your offer from the scams with specific info.

      I like the headline, which also builds trust . Might've been better to have the agent's pic right there with the header...

      Good deal. Added to my swipe file.

      Thanks for giving me the idea to post it! :-)

      Yeah, I probably should have put her picture with her dog by the headline.

      Now you got my creative juices flowing... I should have taken a picture of her walking her dog, then cut the picture out (so there's no background) and then put it on the map so it's like she's walking around the neighborhood. haha
      Signature

      David Hunter | Duke of Marketing
      www.DukeOfMarketing.com
      www.BibleAndFriends.com

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  • Wonderful stuff…

    In the modern age of the interweb, grab a site…they say… don't worry a dot about the billions of others… just hear the endless promises of instant wealth, fame and acclaim….

    But...

    Once again the worlds 2nd oldest advertising medium wins by a country mile.

    The phenonemal postcard.


    Steve


    P.S. Steve?…

    What's the oldest Advertising medium then?

    I'm guessing, but I think it might be parchment and ink.

    It could well make a comeback...
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  • Profile picture of the author AmericanMuscleTA
    Thanks, Steve!

    Yep, I was going to ask what the oldest advertising medium is.

    Make a comeback, ay??? Maybe you're one to something there...
    Signature

    David Hunter | Duke of Marketing
    www.DukeOfMarketing.com
    www.BibleAndFriends.com

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  • We'll see.

    It's not easy getting hold of the quills.

    Mind you there is a large pigeon perched on the roof of the copywriters attic.

    I'm wondering if it would wouldn't mind "missing" a few feathers.


    Steve
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