For 20-25 cents each, postcards are a very efficient and inexpensive way to test offers, maintain "top of the mind" consciousness, target a specific area and generate leads. Steve Gillikin, GRI of RE/MAX New Horizons in Providence, RI reports doubling his income in a year by eliminating most newspaper advertising and focusing on direct response mail.

Postcards drive many of his campaigns

"When listing property, I use Info USA's Select Phone product to download a list of the surrounding 400 homes, names, addresses and phone numbers and save this file in the listing folder on my computer. Select Phone allows for a geo target search. You just type in the address of the property you listed and set it to search the closest 400 surrounding listings and export the file in .txt format.

"Using Info USA's mail program, I set up the mailing list for either standard mail or bulk mail with barcodes. I use MS Publisher to make a 4-up postcard with my bulk mail stamp, return address and headline on the front; and the property info, photo, ways to contact me and request for referrals on the back."

Mailing to Expireds and FSBOs

"I maintain a database of 1500 expired listings over the past year in my area which did not re-list or sell. I send them regular mailings because you never know when they might change their minds and list again.

I go through the local papers every week and set up a database of FSBOs in my area. There are approximately 300 active at any time of the year. They get regular mailings as well, mostly helpful information and a request that they refer to me the buyers that call them that do not buy their home, and a request to help them find their new home once they sell theirs on their own.

Sooner or later about 40-50% of them do list so staying in touch without ever asking for the listing when they are not ready to list works great."

Postcards are inexpensive

For $200 - $300 per thousand "in the mail" - it's tough to beat the profitability of a good postcard campaign. You can mail 100 FSBOs, 1,000 expireds and a geographic database of over 3,000 - every single month - for less than $1,000.

Who you can mail:

• All past clients
• Vendors
• Local Merchants
• Church & Club Members
• Chamber of Commerce List
• Everybody you know personally
• Geographic Territory
• Demographic Profile
• Expireds and FSBOs
• Newly Marrieds
• Renters

• Just Listed Notices
• Just Sold Notices
• Open House Announcements
• News and Specials
• Direct Response Offers
• Before you Relist Notices
• Buy or Rent Comparisons
• Free Market Analysis Offer
• Homebuyers Assistance Program
• How to Sell for Top Dollar Announcements
• Wanted: Sellers!
• What all Home Sellers Need to Know

Postcards Pay

"I do custom mailings," says Gillikin. "For example, I listed a 300-acre working horse farm. Now chances are the buyer will have something to do with horses so I compiled a list of businesses by National SIC codes. SIC codes are how each and every category of every business is listed. I got the code numbers for horse farms, stables, riding facilities,  and tack and feed stores for the entire New England area and also New York state. Within 30 minutes I had a list of over 3000 businesses all related to horses. I made up custom brochures and sent them all by bulk mail at only 15 cents each."

Immediate, short term result? 10 inquires, no sales, and 1 listing.

Postcards are both powerful and profitable. Try 'em, you'll like 'em.

Published: December 8, 2000

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Robert Fore is the president and CEO for Realty Profit Systems. He is a nationally recognized marketing trainer and strategist who specializes in combining the proven principles of direct response marketing with the cost-effective, worldwide penetration of the internet. Realty Profit Systems publishes the Online Real Estate Marketing Report at http://www.hometeam2000.com and offers a free, weekly e-zine of real estate marketing tips at http://www.top10realty.com.