Creating an engaging direct mail post card design can be a challenging task. Especially in the field of real estate where postcard designs are most often simply a photo of a MLS listing along with a brief description of the property on the back. The above design breaks the mold of standard real estate postcard designs.
The Thinking of Selling concept pictured above promotes Better Homes and Gardens Rand Realty’s listing syndication through social media and real estate websites such as Facebook, Trulia, Realtor.com and Zillow, to name just a few. A stock photo of a laptop computer was used to drive home the fact that this message is about an information technology service that the company offers. The real estate websites logos were then assembled in Adobe Illustrator and warped to match the laptop photo’s perspective in Adobe Photoshop. The Laptop was also silhouetted in Photoshop so that it could then be imported into Adobe InDesign and placed over Rand Realty’s standard grass/sky background branding image. The text was also written and typeset in InDesign and the logo was placed in the top right corner in accordance with Better Homes and Gardens Real Estate’s branding standards.
To ensure a cohesion between the front and back of the postcards the grass/sky image was used again as a background for the text. The body copy on the back further drives home the point to the card’s audience the significance of getting the potential lead’s home on as many websites as possible.
Better Homes and Gardens Rand Realty utilizes a direct mail vendor with the ability to create postcards with variable text and photos. This gives their agents the opportunity to include all of their contact information along with headshot on the card. They also could customize the message on the back of the card to suit their needs. This all ads up to an effective direct mail campaign. The postcard was so successful and popular with the real estate agents that the design was modified and resized to run in several of the Hudson Valley region’s publications as a branding ad.
Tags: ad, Adobe, agents, audience, back, Better Homes and Gardens, body copy, branding, computer, description, Design, direct mail, head shot, Hudson Valley, Illustrator, InDesign, information technology, laptop, logos, message, MLS, photo, Photoshop, postcard, property, Rand Realty, real estate, Silhouetted, Stock Photo, Thinking of Selling, variable data, websites