The Good, The Bad, and The Ugly: Inaugural Edition

Welcome to the inaugural edition of The Good, The Bad and The Ugly. Today I’ve got a direct mail postcard. I’ve taken out the agent’s name, photo and contact information.

What went right

• “John Agent” dips his toe in the water of speaking to the recipients’ motivations when he says “If you or anyone you know would like to sell their home for top dollar in the least amount of time. . .” That likely does hit on the motivations of John’s key prospects. But in the end I’m left disappointed that John doesn’t tell me how he’s going to sell my home for top dollar in the least amount of time. He could have listed a few bullet points to accomplish that. Even listing the specs on the home he just sold (price, neighborhood, days on market) would help.

• I like what John started to do on the back of the card, by noting “Keep this card for free home evaluation.” I would have elaborated a bit on that. Besides keeping the card, what is the recipient supposed to do? Call for a free home evaluation? E-mail? And, why do I want a free home evaluation? How will it help me solve my problems or achieve my dreams?

What went wrong

• I think it’s important that John included his photo on the postcard -- it helps to build a personal relationship in this highly personal, relationship-based industry. But he probably didn’t need to include it on the front and the back sides. He could have used that space instead to sell me a bit more on the benefits I will get if I hire him (see my comments above).

• And, I’m not sure what the phrase “Multi-million Dollar Producer” -- repeated on the front and the back of the card -- means to me as the recipient. Remember: What’s In It for Me? Explain to me why I should care. Explain to me why you being a multi-million dollar producer helps me get my home sold more quickly for more money.

• I know there’s a lot of debate about the effectiveness of “I just sold another home. . .” postcards. I think they can work (though perhaps not as well as others) if:
  • You’re specific. How much did you sell the home for? How long was it on the market? Was the home in my neighborhood?
  • You explain why I should care. For example, tell me that your just-sold home is proof that you, more than other agents, can sell homes -- for good money, quickly -- even in this tough market. Don’t expect me to read into your message and figure that out. Explain it to me.

• Where’s the website address? In this day and age, as a real estate agent if you don’t have a fully functioning website, you’re dead in the water. Include your website address on all of your marketing pieces (including your e-mail signature and at the bottom of your blog posts).

• Also, I think that all agent marketing pieces should include the Equal Housing Opportunity logo (you can get it at the HUD website).

In general, when you’re designing a postcard mailer (or evaluating pre-made designs), ask yourself: If this showed up in my mailbox, would I take the time to read it or would I toss it in the trash? To maximize the chances that your recipients will a) notice your postcard and read it; and b) actually do something about it -- call you, visit your website, your postcard must a) really stand out from the crowd; and b) explain well what the recipient will get by calling or visiting the site -- why doing so will make their lives better.

To see your marketing piece in a future edition of The Good, The Bad and The Ugly, e-mail me at molly@cmrealestatemarketing.com. Anything goes -- postcards, newsletters, letters, ads, websites, blog posts . . . you name it, if you use it to market yourself (and/or inform your clients and prospects), I’m game.

Molly Castelazo

Castelazo Marketing Ltd.

July 31, 2009

Learn More

www.cmrealestatemarketing.com

molly@cmrealestatemarketing.com

480-987-7958

Become a fan! Castelazo Marketing Ltd. on Facebook

Follow me on Twitter!