Real Estate Postcard Marketing Tip: Keep Testing to Discover What Works

So your last postcard mailing was a bit of a disappointment in generating leads and sales for your real estate investment firm?

You know this could happen. But deep inside you were expecting good leads will come out of your first batch of real estate direct mail. Now you want the answer to why it did not work. You start to form your own theories. The headline was not magnetic. The call to action was weak. Or you think you should have added more persuasive testimonials.

Now your work-and no doubt the toughest and most annoying for any direct marketer-is to analyze the reasons which stopped this effort being successful. Before rejecting your original copy all together, and making a fresh start, feeling that it's not possible at all, think about this very simple option to correcting your copy.

But instead of the 'body farm' CSI detectives use to study the time and causes of death, you may consider having a 'junk mail farm'. This will help you study the process of identifying the cause of death of sales leads from real estate marketing campaigns.

This gives me the wonderful opportunity to receive the particular mailing twice. And many times I discover that the mailings are not exactly identical. I soon realized that this was how the firm was "testing" its copy. Each mailing had a different code. They obviously were tracking the results to discover which pulled better.

So I get a chance to receive mailings twice. I find many times that mailing are not identical, I understood this is how a firm "tests" it's copy, each mailing with a different code, which they track to see which mailing was producing better results.

You would think that testing real estate marketing materials would require sending entirely different materials and see which one people liked better. This is not what happens at all. Instead, you will only change one item such as a headline, or one photo. Then send them out again.

It may be a different headline. Or you may decide to place different testimonials on the postcard. It really doesn't matter what you change. Use your gut instincts. Just make sure to change one item only at a time. Then mail it. When the results roll in, then you can compare it to the previous one.

Did it pull any better? Or did it pull worse? If you're not satisfied with these results, then on your next mailing, select one more item to change.

You need to be patient during this investigative process of real estate direct marketing. But your persistence will pay off not only for the current real estate postcard marketing campaign but for your future real estate marketing campaigns as well. So keep on testing!