Postcards help real estate broker improve direct mail response rate
News source Chief Marketer recently picked up on the story of Brett Furman, a Philadelphia real estate broker who has experienced tremendous success using direct mail.
Furman's story came to light in early April, when news sources picked up on the fact that he had used direct mail to become one of the top-ranked brokers in the state. Chief Marketer spoke to him and got more details about his strategy.
The broker switched from 3-by-5 inch black-and-white postcards to 5.5-by-8.5 inch cards printed in color, the source revealed. The new cards are slightly more expensive than the old ones - 86 cents as opposed to 45 - but have been worth the investment. Furman gets between 10 and 15 leads each month from his mailings. His mailing list is based on property tax records and contacts compiled in-house.
"Generally speaking, postcard recipients call the brokerage instead of the other way around," Furman told the source. "'I got your card, I'm holding it in my hand,' they'll say."
According to the Globe and Mail, there are many dissenters when it comes to direct mail strategies, especially regarding postcards, but marketers are beginning to see the true potential of these campaigns because they allow marketers to directly target certain customers and they can bring in a high return on an investment. Those undertaking campaigns like Furman's can maximize ROI by using address verification software to ensure postcards reach their intended recipient.