Why it’s the Design of the Week
- Clean Message / Call-to-action – This piece really strips down any excess information and gets right to the point. Having a clean, concise message with a direct call-to-action takes the guesswork out of the equation for the viewer.
- Layout – The layout helps the viewer digest the information because it does not try to do too much. Most postcards should only have one focus so that viewers do not get overwhelmed. This piece is a perfect example of how to do that.
- Photography – Both pictures in this piece use good lighting and composition and fit within the framework of the postcard nicely.
- Color Scheme – Color scheme is critical for making a positive first impression. The color scheme of blue and white with red trim complements the easy way in which the piece reads.
Mark Ferry is a realtor at Folsom Lake Realty, located in El Dorado Hills, California. Folsom Lake Realty’s agents sell homes in the Sacramento, Placer and El Dorado Counties.
Josh Nelson: I noticed that you only order jumbo postcards, why is that?
Mark Ferry: Impact. I think that if you’re going to send out postcards and you are going to spend money on them you are better off spending a little more on jumbo cards. I always think about how I treat mail at home, and if it doesn’t quickly stand out it ends up in the trash.
Josh: How do postcards fit into your marketing plan?
Mark: They fit in a lot more than they used to. I wish I had been more consistent with it in the past because they are a great tool for keeping-in-touch with past clients. I definitely use them now. I just hired on an assistant and one of things she is responsible for is making sure we keep up with sending out postcards. The thing I really like about your website is it is something I can easily teach someone to use.
Josh: What is your goal when you send out postcards?
Mark: Well I focus on developing a referral based business. I market to prospects obviously, but I also place an emphasis on marketing to all my past clients. They may already have homes but by reminding them of my quality services it increases the chance that they refer me to someone who is looking to buy or sell.
Josh: What do you think appeals to them about your postcard mailings?
Mark: Quality. That is another reason why I like expresscopy.com. I also like that I can customize the card any way I want. I use an expresscopy.com template for my front and then I customize my own back so that it is exactly the way I want it.
Josh: You mentioned that you liked the quality of the postcards. Can you give me specifics?
Mark: Well it has a nice glossy feel to it. I really like the lamination. I think it adds a level of professionalism to the cards.
Josh: Do you mail to the same group consistently?
Mark: I have two types of postcard mailings. The first is when I market to a particular neighborhood which has a house I am either listing or just sold. I send a card to every house in the neighborhood and let them know I am working in their area. The second type is a basically the same card but it is revised so that it is more generic. I send that card out to all my past clients so I can work on building up my referral program.
Josh: What kind of response rate do you get with your postcards?
Mark: Hard to measure, but I know that people are seeing it. In fact, potential clients frequently comment on the postcards. I know that I definitely don’t want to stop sending postcards. I think there are a lot of agents out there who don’t market themselves enough. They have great character and they do good work but people don’t come to them for help because they just simply don’t know. I think to be successful you have to complement the good character by actively advertising your competency and then people will come. This is what works for me!