6 Things You Need On Your Motivated Seller Postcards
If you’re in real estate investing making good money, you know how important your direct mail and postcards are to finding motivated sellers.
One of the best options for locating motivated sellers is to send direct mailers to the property.
Typically, a real estate postcard is the ideal choice, as it’s simple, easy to understand, and commands attention.
That being said, if you aren’t designing your postcards correctly, you could be losing out on some incredible deals.
Real Estate Investor has sent over 36 million pieces of direct mail. Let’s talk about the 6 most important things you need on your postcards.
1. No Website, Just a Phone Number
These days, everything is digital, so it makes sense to include an email address or a website, right? Actually, that is one of the worst things you can do. The problem with offering a digital alternative is that it’s far too easy to miss out on a sale. In fact, the response rate for your mailers could drop by half.
In many cases, a motivated seller will visit your site, look around for a while, and then leave without contacting you. Even worse, you won’t know about it, so you can’t adjust your approach to make your landing pages more appealing.
Another issue with offering both options is that it can seem too confusing, particularly for sellers that want to take action immediately.
Instead, you should just have a phone number. This tactic essentially “traps” the seller into calling, since that is his or her only option. As you should already know, talking to a seller over the phone is the best way to close a deal.
When you have a high-class sales team, you want phone calls coming in. They are more personal, and they can help a seller feel more comfortable with the process.
2. Use an 800-Number
An 800 number is almost always better to call a potential seller from, rather than from a number from your local area code. There are a couple of reasons for this.
First, it makes your brand look more official. Even if you are a solo real estate investor, a 1-800 number helps elevate your appeal.
Second, 1-800 numbers make it so you are able to capture ALL incoming phone numbers (even blocked numbers). If you have a phone number from a local area code, you won’t be able to do this.
3. Use Canary Yellow Paper
After sending so many pieces of direct mail, you learn what colors work the best and canary yellow has the highest response rate of anything else.
When you think about it, it makes sense. White is too neutral, while yellow pops and stands out better. Also, you don’t want the color to be too bright, as it can be overwhelming to the eyes. Canary yellow is the perfect blend of captivation and practicality.
4. Make Sure it’s 4×6
Technically speaking, a postcard’s measurements are supposed to be six inches wide by four inches tall. However, if you were to look at the “postcard” sizes that most printers give, they are slightly smaller.
Again, knowing the difference comes from experience. Most real estate investors wouldn’t think twice about sending a 3.5 x 5.5-inch card, not realizing that they won’t stand out.
What you have to realize is that your motivated sellers are getting mailers from a variety of different investors.
Half an inch or so may not sound like much, but your postcard will stand out because it’s bigger and bolder. Not only are the edges wider, but your text and images will be as well.
5. Use Heavy Paper
When you use heavier paper stock, you’re taking advantage of both psychology and practicality.
First, your postcard will be taking a lot of abuse from the time it’s mailed to when it arrives.
If you use lighter weight paper, it can rip or crumple in transit, which doesn’t offer a good look for your brand. Not only that, but the ink can smear on thinner sheets, which can further ruin your reputation.
Thicker paper feels premium. Real estate investing is all about building relationships and trust with your buyers and sellers, so you want your mailers to reflect that. Flimsy paper will make your business seem cheap, while heavier options imply a sturdy foundation.
Ideally, you’ll use at least 110-pound paper but never go below 80 pounds. Any less and you might as well skip the postcards altogether.
Also, if possible, use recycled paper. Not only will you save some money on the printing process, but the texture is much more tactile. Plus, if you post that the card is made from recycled materials, many sellers will see that as a positive trait for your business.
6. Create Compelling Copy
The text on your postcard is extremely important. The wrong words can sink a deal before it begins, so take the time to write copy that will help motivated sellers pick you over the competition.
Here are a few tips to ensure that every word counts:
Keep it Short
Long blocks of text will turn a seller off, no matter how good it is.
Adjust Font Sizes
Highlight the most valuable parts of your postcard in larger letters, and follow up with smaller text that offers more insight.
Make it Time-Sensitive
If you give a seller too much time to think about a deal, you’re much more likely to lose it in the end. Instead, set a firm date for the seller to take action. Based on our experience, 42 days from the original postcard seems to be the magic number.
Highlight Your Motivations
In most cases, property owners are motivated because of an emotional need. Tap into that by providing some insight into why you want to buy.
For example, you can put, “I just sold a property, and I need to use the proceeds to buy another property.”
Let Us Help You Find Motivated Sellers
We understand what it takes to capture your lead’s attention and help you close the deal.
If you want to know what we learned from sending over 36 million letters to motivated sellers, get this Definitive Guide to Direct Mail Marketing