Combine Postcards with Website: Tip #17 of 100
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Real Estate Internet Marketing - 100 Tips in 100 Days
Tip #17 of 100 - Combine Postcards with Website
The previous post in this blog series on real estate Internet marketing talked about integration. Specifically, it discussed the value of combining multiple marketing channels to serve an overall marketing goal.
In this post, I'm going to offer a concrete example of that tactic.
Real Estate Postcards + Website Lead Generation
Many agents use real estate postcards to promote themselves within their farming area. In fact, postcards are one of the longest-lived forms of real estate marketing. Many of the same agents who use real estate postcards also have websites.
But they don't combine the two marketing channels as effectively as they might. I know this for a fact, because I've worked for the two postcard marketing companies -- one of which served real estate agents almost exclusively. (You would know who they were if I cared to drop their name.)
Missing the Postcard-to-Website Connection
After seeing thousands of real estate postcards on a daily basis over a period of years, I learned one thing above all else. Most real estate agents are not combining postcards and websites as effectively as they might.
In fact, the most common web-related "call to action" I saw on real estate postcards was the ubiquitous "Learn more at www.whatever..." No reasons were given to visit the websites, other than the exciting opportunity to "learn more." Yawn.
But what if the postcard recipient had a really good reason for visiting the website? And what if, upon reaching the website, they were captivated by what they found and immediately wanted the big "prize" mentioned on the postcard? And what if they offered up their contact information in exchange for said prize ... and sent the web link to their friends ... and revisited the website again in the future?
I'll tell you what if. You would have (A) some viable leads to follow up on, (B) some free word-of-mouth marketing and PR, and (C) the beginnings of a postcard-to-website lead generation program that you could use, modify and repeat well into the future.
What Would Your Audience Desire?
Aside from the logistics, the key to this approach is the "prize." To come up with one, you simply have to find out what your target audience would really want. Information works great, provided it's done properly and not in a lazy, lackluster fashion.
I'm not talking about the "Ten Home Buying Tips" kind of reports here. I'm talking about creating a web-based resource with a login requirement (leads) ... or a high-value information report on the local school system, delivered by email (leads) ... or ... you get the picture.
When combined effectively, real estate postcards and websites can make powerful marketing partners. But when operated independently of each other, they will never live up to their full potential.
Related Resources
Look for real estate Internet marketing tip #18 tomorrow!
View the growing list of tips
-Brandon
Tip #17 of 100 - Combine Postcards with Website
The previous post in this blog series on real estate Internet marketing talked about integration. Specifically, it discussed the value of combining multiple marketing channels to serve an overall marketing goal.
In this post, I'm going to offer a concrete example of that tactic.
Real Estate Postcards + Website Lead Generation
Many agents use real estate postcards to promote themselves within their farming area. In fact, postcards are one of the longest-lived forms of real estate marketing. Many of the same agents who use real estate postcards also have websites.
But they don't combine the two marketing channels as effectively as they might. I know this for a fact, because I've worked for the two postcard marketing companies -- one of which served real estate agents almost exclusively. (You would know who they were if I cared to drop their name.)
Missing the Postcard-to-Website Connection
After seeing thousands of real estate postcards on a daily basis over a period of years, I learned one thing above all else. Most real estate agents are not combining postcards and websites as effectively as they might.
In fact, the most common web-related "call to action" I saw on real estate postcards was the ubiquitous "Learn more at www.whatever..." No reasons were given to visit the websites, other than the exciting opportunity to "learn more." Yawn.
But what if the postcard recipient had a really good reason for visiting the website? And what if, upon reaching the website, they were captivated by what they found and immediately wanted the big "prize" mentioned on the postcard? And what if they offered up their contact information in exchange for said prize ... and sent the web link to their friends ... and revisited the website again in the future?
I'll tell you what if. You would have (A) some viable leads to follow up on, (B) some free word-of-mouth marketing and PR, and (C) the beginnings of a postcard-to-website lead generation program that you could use, modify and repeat well into the future.
What Would Your Audience Desire?
Aside from the logistics, the key to this approach is the "prize." To come up with one, you simply have to find out what your target audience would really want. Information works great, provided it's done properly and not in a lazy, lackluster fashion.
I'm not talking about the "Ten Home Buying Tips" kind of reports here. I'm talking about creating a web-based resource with a login requirement (leads) ... or a high-value information report on the local school system, delivered by email (leads) ... or ... you get the picture.
When combined effectively, real estate postcards and websites can make powerful marketing partners. But when operated independently of each other, they will never live up to their full potential.
Related Resources
- Article: Generating Website Leads with Postcards
- Article: Real Estate Postcards - How Your Website Relates
- Resource: Real Estate Postcard Book
Look for real estate Internet marketing tip #18 tomorrow!
View the growing list of tips
-Brandon
Labels: Internet Marketing
posted by Brandon at
9:20 AM
