Rethinking Real Estate Postcards
Everyday, on average, we receive tens of electronic junk mail. These invoices, aptly titled spam, are done away with in no time. We just look around for that 'delete' button and everything is right and sorted. Granted, when the same sort of mail greets our doorstep, we usually have to work a little harder to get rid of that paper mail. But have you ever really thought about why those packets of real estate postcards are sent to you? My guess is you haven't.
When we think about shopping as of late, we're usually headed online for the wholesale discounts. We work hard for our money after all. Why should we be traversing to the store, wasting gas, just to pay for mark-ups? It's all online, the deals, the printable coupons, everything.
Regrettably, this online world has done quite a number on what the true intentions of paper mailings used to be and that's opening the doors to a business relationship.
Who doesn't have a webpage or a blog nowadays? It's hard to be very successful in business without one. Believe it or not though, that's not what business was first about. It used to deal with the traveling salesman, of having a bond with strangers and creating a situation that benefitted both parties.
Since most of the world is caught up in this online parade, they've grown less attentive to the real estate postcards that come pouring in. If they made time to notice, they'd see the volume that's sent around isn't to pester, but to demonstrate how open realtors are toward house-hunting. While others have thrown in the towel, they're still trying to have the human connection: the kind where they bring an exciting phase of life to a searching couple, to a budding family. They want to make a difference with a little extra thought.
We can face the music now. It's not just about the connection, it's also about what the postcard can represent.
The first representation is an incentive for referral. Why it might not amount to much, in this economy, you have to take your swings. Realtors understand that, and so they're willing to come up with other incentives than the standbys.
Now, the rewards may range from a small gift to something grander, like a lower commission rate, or a generous gift card. Whatever the case, it's the idea that you may get something all for taking the time to read what you once took as junk mail. There's something to be said for the timeless "Don't judge a book . . ." adage.
Really, a more important factor though is the sort of interaction you can seek. There's nothing like finding a new friendship in terms of a business. It's a rare connection these days, to be so face-to-face with someone you've met solely through advertisement. It's time to look for those "old world" opportunities.
That said, real estate postcards are one of the ways they do it! Say you receive that card in the mail. You've been thinking about moving. Just by making that call and saying that the postcard made you do it, you might get rewarded. When real estate companies have their methods acknowledged, they want to acknowledge you. Remember that next time you go to toss out what could be a found gift!
Tori is a real estate professional who specializes in real estate agent marketing.