In 2012, I was charged with the task of creating a direct mail postcard to encourage potential home sellers to list their properties. It was a very strange time to work in real estate because things were just beginning to transition from a buyer’s to a seller’s market. This meant that there were a great many buyers in the Hudson Valley looking for great deals, but most homeowners were squeamish about listing their properties because of the perceived depreciation in market value.
A bold message was required to convince home sellers that it was in fact a good time to list their homes. The message was simple, “Thinking of Selling?” on the front with the headline on the back “Now’s The Time.” A brief message explaining the current market conditions with just enough information to entice prospective home sellers that they could potentially get a good price for their home. All it states is, “If you are thinking of selling this is the time. Lots of buyers out there waiting for the right home to come to market. Inventory is low. Curious about the value of your home in today’s market? Call me at 914-424-7160”
The postcard was created using Adobe Photoshop and InDesign. The standard Better Homes and Gardens grass and sky branding background was utilized, but in a unique fashion. In this case I silhouetted the grass, which proved to be very time consuming, so that it could overlay a pocket watch. The pocket watch is the compelling image in this design and it is used to tie the “Now’s the Time” concept between the front and back of the postcard.
The postcard utilized variable data in print production so that the designs could be personalized for the individual real estate agents. This way they are able to include their name, photo and contact information reaching the mail boxes of their sphere of influence. This postcard design proved to be fairly effective in bringing in listing leads.
If you have a direct mail project that you would like to have produced yesterday, you better stop the clock and contact Ortner Graphics immediately.