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Starting My First Post Card Marketing Campaign: Any Advice?

by The Niche Man
22 replies
I'm starting my post card marketing campaign for a real estate related website. I'm targeting homeowners in my local area. Any tips, advice or warnings before I start?

I'm in the planning stage now so any ideas, opinions or warnings appreciated. Especially if you've done it before. For example, what things tripped you up, what pot holes should I watch out for, what's an acceptable first test mailing? Etc.

Thanks in advance!
#advice #campaign #card #marketing #post #starting
  • Profile picture of the author misterme
    Well, you want to make sure you're mailing out the right offer to the right people... and with a postcard that's going to be more about lead gen... and what's acceptable is the ROI for mailing out whatever amount. Doesn't matter so much what the response rate is. So if you test 1,000 pieces and it costs $X, and from those 1,000 they get $Y, then as long as Y is nicely more than X then you've got yourself a profitable piece and it can be scaled.
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    • Profile picture of the author ewenmack
      Has a similar offer made money to the type of area you
      plan on sending?

      Best,
      Doctor E. Vile
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      • Profile picture of the author The Niche Man
        Originally Posted by ewenmack View Post

        Has a similar offer made money to the type of area you
        plan on sending?

        Best,
        Doctor E. Vile
        Good question. Many real estate agents, home repair contractors and lawn care companies have done post card mailers in that area fairly consistently. I have a website that targets predominately African American Homeowners.

        I'll be mailing to upper middle class African American homeowner neighborhoods. That's who my site targets. I'm sure I'll be one of the first websites to do that. I'll simply be encouraging them to visit the site. And hopefully get them on my email list.
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        • Profile picture of the author ewenmack
          Originally Posted by The Niche Man View Post

          Good question. Many real estate agents, home repair contractors and lawn care companies have done post card mailers in that area fairly consistently. I have a website that targets predominately African American Homeowners.

          I'll be mailing to upper middle class African American homeowner neighborhoods. That's who my site targets. I'm sure I'll be one of the first websites to do that. I'll simply be encouraging them to visit the site. And hopefully get them on my email list.
          They will all have different offers though.

          What's your offer other than getting on your email list?

          Best,
          Doctor E. Vile
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          • Profile picture of the author The Niche Man
            Originally Posted by ewenmack View Post

            They will all have different offers though.

            What's your offer other than getting on your email list?

            Best,
            Doctor E. Vile
            A series of how homeowner management books. However the site offers free information articles on the latest lending laws, rates, how to avoid predatory lenders, in addition to latest lending programs and foreclosure rescue information.
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            • Profile picture of the author ewenmack
              Originally Posted by The Niche Man View Post

              A series of how homeowner management books. However the site offers free information articles on the latest lending laws, rates, how to avoid predatory lenders, in addition to latest lending programs and foreclosure rescue information.
              Can you point to anyone who makes this type of
              information available profiting from it?

              Best,
              Doctor E. Vile

              P.S. Those aren't offers, they are what they get as a result of your offer.

              Example of an offer: "5 bestselling books on marketing summarized in
              20 minutes in downloadable audio so you can stay up to date while
              exercising or driving".
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              • Profile picture of the author The Niche Man
                Originally Posted by ewenmack View Post

                Can you point to anyone who makes this type of
                information available profiting from it?

                Best,
                Doctor E. Vile

                P.S. Those aren't offers, they are what they get as a result of your offer.

                Example of an offer: "5 bestselling books on marketing summarized in
                20 minutes in downloadable audio so you can stay up to date while
                exercising or driving".
                Here's the website:
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                "201 Ways To Live Better On Less Money".
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            • Profile picture of the author Jack Gordon
              Originally Posted by The Niche Man View Post

              A series of how homeowner management books. However the site offers free information articles on the latest lending laws, rates, how to avoid predatory lenders, in addition to latest lending programs and foreclosure rescue information.
              That stuff, while important, is fairly boring. Anyone who isn't actively looking for it will glaze over.

              If you want to touch some emotional buttons, consider putting something irresistible in there, such as naming the top 20 worst predatory lenders active in YOUR neighborhood RIGHT NOW.

              That'll get their attention if they are anywhere near contemplating a purchase or refi. Of course, it will take a little work to research the list, but it should be well worth it. That is just one example. There are many other ways to do it. The important thing is to find some way to sex it up a bit to grab their attention.
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        • Profile picture of the author yukon
          Banned
          Originally Posted by The Niche Man View Post

          I'll be mailing to upper middle class African American homeowner neighborhoods.
          Wouldn't it be a better idea to target renters & show them how to move from paying rent to obtaining a low interest mortgage?

          Upper middle class homeowners already have a home/mortgage.

          [edit]
          Maybe I misunderstood, are you selling real estate?
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          • Profile picture of the author The Niche Man
            Originally Posted by yukon View Post

            Wouldn't it be a better idea to target renters & show them how to move from paying rent to obtaining a low interest mortgage?

            Upper middle class homeowners already have a home/mortgage.

            [edit]
            Maybe I misunderstood, are you selling real estate?
            No it's basically an information site directed at African American homeowners. Although I do have first time buyer information, my main target is homeowners because of the backend products and services I'll be offering. Books, local homeowner services from advertisers, like plumbers, contractors, repairmen, home improvement specialist, interior decorators, etc.

            Thanks for helping me to clarify the picture a little more. I was focusing on the post card marketing aspect and didn't give a better background picture for everyone.
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      • Profile picture of the author The Niche Man
        Originally Posted by ewenmack View Post

        Has a similar offer made money to the type of area you
        plan on sending?

        Best,
        Doctor E. Vile
        Well, you know Amazon, Barnes and Noble, and HGTV is the biggest competitors in the Home Management book genre, I'd say they've made a few bucks selling those types of books.
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        • Profile picture of the author ewenmack
          Originally Posted by The Niche Man View Post

          Well, you know Amazon, Barnes and Noble, and HGTV is the biggest competitors in the Home Management book genre, I'd say they've made a few bucks selling those types of books.
          Well that's where your audience is, on Amazon.

          Costs you very little money to reach them on there.

          Going with a low priced product that has no mass market appeal
          is very difficult to make work with what you are planning.

          Asking us your basic question in which I had to
          extract what you've got for your market, tells me
          you won't be able to pull off this high risk plan.

          Of course others will offer lists and copywriting,
          but their is no evidence of success in using direct mail
          to the public selling your type of text books.

          Now I fear you are going to just justify to yourself why
          this will work.

          I warned of the perils another first time postcard marketer
          was planning...never listened and the loss has nearly ruined him.

          Admittedly your plan has a little more merit than his,
          but not a lot more.

          You've been warned.

          Best,
          Doctor, E. Vile
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          • Profile picture of the author The Niche Man
            Originally Posted by ewenmack View Post

            Well that's where your audience is, on Amazon.

            Costs you very little money to reach them on there.

            Going with a low priced product that has no mass market appeal
            is very difficult to make work with what you are planning.

            Asking us your basic question in which I had to
            extract what you've got for your market, tells me
            you won't be able to pull off this high risk plan.

            Of course others will offer lists and copywriting,
            but their is no evidence of success in using direct mail
            to the public selling your type of text books.

            Now I fear you are going to just justify to yourself why
            this will work.

            I warned of the perils another first time postcard marketer
            was planning...never listened and the loss has nearly ruined him.

            Admittedly your plan has a little more merit than his,
            but not a lot more.

            You've been warned.

            Best,
            Doctor, E. Vile
            I understand and get your point, if I was only dependent on amazon books that pay 15% or so. But the bulk of my income will come from local advertisers. For example, local plumbers, lawn care professionals, contractors, home improvement specialist, furniture and appliance stores, etc. Books, and other affiliate related products is just a part of the plan.
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            • Profile picture of the author DABK
              A few things about your site.

              I read a few articles. You have to check grammar. Everyone has there own unique circumstance.
              for instance, should have 'their' and this is one of 4 I found in 5 articles.

              Your articles are not helpful. If I were a black homeowner, I'd not come back.

              Why are they not helpful? They're too general, some are outright fluff.

              Links to 'authentic African fashion apparel' don't work on a couple of pages. You lose money if visitors can't go to buy. A couple of other images don't load up.

              The Google links at the top of pages go to blank pages.

              For mortgage advice, why not interview loan officer or mortgage broker... Or have them write you an article.

              For 'is the air in your home making you sicker' why not do the above with a mold remediation specialist or an allergist?

              As to how to spread the word about your site?
              When I look for such things, and I'm not a black homeowner, I google things and go to websites of people who specialize in whatever niche I'm interested in.
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            • Profile picture of the author ewenmack
              Originally Posted by The Niche Man View Post

              But the bulk of my income will come from local advertisers. For example, local plumbers, lawn care professionals, contractors, home improvement specialist, furniture and appliance stores, etc. Books, and other affiliate related products is just a part of the plan.
              That's a big ask of people to keep coming back to your website
              without news and entertainment.

              Low numbers of repeat visitors becomes very unappealing to advertisers.

              Just as well we are having this discussion because
              it's way beyond postcards, it's about your business model
              that needs to be scrutinized.

              Best,
              Doctor E. Vile
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              • Profile picture of the author savidge4
                As this thread has kind of played out a bit, and some detail of what you are doing and offering has been made available I would have to question the mailer.

                You basically are wanting to, or have developed a demographic specific directory page.

                Sending out a mailer piece that is selling homeowners management books, and sending them to a directory.. there is simply a disconnect in the bait and the target product ( which ends up being a directory ) This without question will fail.

                You would better serve yourself and your potential clients that you are going to get to advertise by doing a 9x12 or the like and using the website as an online method to reaching your clients.

                You can dig a bit deeper and look into church newsletters. You could adapt your message to be more Demographic conscious and drive home the concept of supporting your demographic community.

                depending on the community that you live in, are there demographic specific publications that you could possibly advertise in?

                A personal example. One of my business' I sell and install Satellite Internet. I contact local Electric co-ops in the area and advertise in their monthly news letter. It generally works out in this case that the people served by these co-ops are a good fit for me and my product. It is simply a cheap way to nail my desired demographic ( being folks that do not have access to phone based DSL or Cable internet )

                I think a bit of quiet sit down time and focus on what and where you are going and then determining the best path from there might be a good idea.
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  • Profile picture of the author JonListGIANT
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  • Profile picture of the author AmericanMuscleTA
    Have any drafts we could see?

    What's in the homeowner's management books?

    Do you already have the website up and running so we can see it? I'm having a hard time picturing what you're trying to do.
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  • Profile picture of the author selfdisciplineacademy
    Split test. The only sure way to finding great marketing campaigns. Let me know how it works.
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    • Profile picture of the author DABK
      I spent a bit more time on your site. There's not much there specific to black homeowners.

      Not being a black homeowner, I don't know what problems are specific to a black homeowner, or what solutions to common problems are specific to a black homeowner.

      I know more about losing weight and exercising. So, I'll use that as example.

      If you have a website for losing weight, you usually have
      lose weight for women
      lose weight for men
      lose weight for women who've given birth recently
      lose weight for old men
      lose weight for old women
      lose weight for people who have diabetes
      lose weight with exercise
      lose weight with pills
      lose weight in 10 days

      You have nothing like that on your site.

      I am sure some black homeowners are women, some are men, some can hire a plumber to change the toilet, some would love to hire but can't afford, some love the idea of getting involved in repairs, some do not, some know about finances, some do not, etc.

      Once you've decided on who your site is for, you decide where to advertise it.

      SEO would be a great method... a lot of people looking for advice like you offer start on the internet

      Churches, black church newsletter to be specific... I know a guy who works with an outfit that specializes in putting ads on various church publications. It's like 200-300 a month (1 issue) per church.

      Publications by schools where a lot of the students and teachers are black.

      Postcards to people who've recently purchased a home... You can get that kind of lists... Or in US, you look at blockshopper.com and create your own.
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    • Profile picture of the author GS SMITH
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      • Profile picture of the author The Niche Man
        Thanks for the input so far guys. My team will be looking over all suggestions later in the week to see what adjustments need to be made and actions to take. Still keep the ideas suggestions, warnings or scoldings coming.
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        • Profile picture of the author misterme
          Originally Posted by The Niche Man View Post

          A series of how homeowner management books. However the site offers free information articles on the latest lending laws, rates, how to avoid predatory lenders, in addition to latest lending programs and foreclosure rescue information.
          Far cry from how to plant tomatoes or put up cabinets, which is more like what the big players are offering. Lending rates is of little interest to anyone not in the market to get a loan.
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