Real Estate Postcards (Free Templates)

In this article:
Why do real estate postcards work?
What makes a great real estate postcard?
How much do real estate postcards cost?
Can you expect a positive ROI from real estate postcards?
How often should you send real estate postcards?
Real estate postcard ideas
Free real estate postcard templates

There are several approaches to real estate marketing, and you’ve probably considered most of them. One classic strategy you should still employ is mailing real estate postcards. Despite the numerous technological advancements in communication over the years, some methods stick around for a reason: They work.

Why do real estate postcards work?

In a world where digital marketing is a tempting alternative to old-school methods, real estate postcard marketing still has advantages, including:

• Less competition than emails and ads
• A clear message that’s visible right away
• The ability to target leads in your neighborhood
• Relatively inexpensive to design/print/distribute

When you start postcard marketing, you’re in it for the long haul. But unlike an easily deleted email, a tangible and nicely designed postcard can make a more lasting impression on your prospects.

What usually makes a great real estate postcard?

A great real estate postcard design will catch the recipient’s attention right away. It should describe who you are, what you’re marketing and why a potential client should use you as their agent. Some of the best real estate postcards include:

1. Professional visuals

Real estate is a visual industry, and your postcards should capitalize on that. Rely mostly on photos and cut back your text to just the essentials. Use professional designs or templates with high-resolution pictures, and avoid clip art and stock images.

2. A clean layout

Keep the layout simple and uncluttered so readers can quickly home in on your message. White space is a great way to emphasize your message by making your photo and contact information the focal point of the postcard.

3. Consistent branding

Be consistent and unique with your real estate postcard design so recipients know multiple postcards are from you. Your contact information, such as email, website and phone number, should be clearly displayed. You can also include a headshot so recipients can put a face to your name, or add the name of your brokerage if you’re affiliated with one.

4. A call to action

Your postcard could hit a prospect at the moment they’re ready to act, so make it very clear what they should do next with a clear call to action (CTA). It could be anything from inviting first-time home buyers to download a free guide from your website to asking a seller to contact you for an in-office consultation. Offer to exchange the postcard for a free latte when they come in to talk.

5. Durable paper stock

Sturdy cardstock or coverstock will not only give your real estate postcard a distinctive feel, it will also help protect it in the mail. Postcards are typically printed on heavy-duty 16-point gloss or 13-point recycled matte-finish stock. To make your postcard stand out even more, consider springing for a UV coating to increase durability and give a glossy, high-end finish.

How much do real estate postcards cost?

Your real estate postcard costs will vary, but you can expect to pay somewhere in the range of 50 cents to $1.50 for each postcard, including shipping. Some factors that may affect your postcard pricing include:

• The type of cardstock you choose
• The type of finish you choose
• How many postcards you’re ordering
• Any special features, like perforated business cards or calendars

Can you expect a positive ROI from real estate postcards?

With the right real estate postcard design, messaging and distribution, along with a sufficient amount of time, many agents can achieve a positive ROI.

Here are some factors that will help you maximize your real estate postcard ROI:

1. Commit to the long game

Real estate postcard marketing is a repetitive, long-term strategy, so understand that once you start, you will regularly send postcards month after month — most likely for years — before you reap significant benefits. If you send out one real estate postcard and nothing more after that, you’re probably wasting your time and money.

2. Update your mailing lists

Whether you use a list that you already have in your CRM or one that you purchased, your real estate postcards will perform only as well as the quality of your data. Scrub your database thoroughly and frequently to make sure it’s accurate and organized so your postcards hit as many qualified leads as possible. If you purchase a list, make sure it’s from a reputable service with a track record for viable lead generation.

3. Prospect leads

It doesn’t matter if you’re a seasoned vet or just starting out — you should spend the bulk of your time prospecting. There can be many tasks to do in a campaign, but the good news is that there’s help at nearly every step. Some types of real estate postcard mailing services that can help maximize your prospecting include:

Mailing list companies: These will help you build qualified lists for single mailings or campaigns. They will sort, stamp and send your postcards — for a price. But many mailing list companies may end up being less of an investment than if you were to do the work yourself.

Every Door Direct Mail: This service — referred to as EDDM — is another cost-effective way to execute a real estate postcard campaign. You can take your real estate postcard mailers to your local post office, and they’ll distribute them to every home on your selected routes. While they’re not specifically targeted, EDDM mailings are an inexpensive and easy way to blanket an area with your postcards.

4. Tailor your messages to your farm area

Postcards are affordable, and since you’ll be doing your campaigns over months or years, don’t try to save money by making a single mailing work too hard. For example, if you send real estate postcards to a farming area, make sure your message relates to the prospects who live in that region. When you send “Just Sold” postcards, craft your message so that potential sellers understand you’re a successful agent and worthy of their trust.

5. Include value-adds

Bret Calltharp, Zillow's director of industry outreach, suggests including something of value on each real estate postcard. “Instead of just telling people what you’ve just listed or sold, look for ways to make them more valuable by sharing insights or perhaps giveaways,” he says. “Then solidify the relationships by door knocking in your farm area once or twice each year so potential clients can put a face to the postcards.”

Some value-adds you might include are:

• Local market insights
• A coupon for a free cup of coffee at a local café
• The schedule for a local sports team
• Neighborhood news

If you’re considering a giveaway, promotion or coupon, make sure to understand and comply with all applicable laws.

6. Track performance

If a lead mentions receiving a postcard, note it in your CRM, along with the CTA for that particular campaign and the amount of time it took the lead to act after you sent it. If a CTA links to a free download on your website, track the page’s activity on a regular basis to measure how that postcard campaign performs — keeping in mind that you might track a single campaign for years.

How often should you send real estate postcards?

Consistency makes people look forward to receiving your postcards. However, the frequency at which you send them depends on their content.

Here are Bret’s recommendations for different types of real estate postcards:

“Traditional branding postcards typically go out monthly,” he says. “Some agents opt to do this quarterly, but that cadence may be too infrequent to really establish yourself and get them to contact you when they’re looking to buy or sell.”

“Just-listed and just-sold postcards go out when those events occur,” says Bret. “Agents can send these manually, or hire a service to automate the process and send postcards to homes within a certain distance of the recently listed or sold home.”

Real estate postcard ideas

Some top real estate postcard ideas are to share your expertise, generate new leads in your farming area and keep you top of mind with past clients. Our free 5-by-7-inch templates are easy to customize, making them a great option no matter what your goal is. Here are 10 sample real estate postcards that work:

1. Just-listed postcards

Just-listed real estate postcards serve two purposes — to alert buyers in your farming area of a new home on the market and to help establish you as a top agent in the area.

2. Just-sold postcards

Just-sold real estate postcards are also a great way to show potential sellers that you’re a neighborhood expert. The more deals you close, the more potential sellers will have you in mind when they decide to sell — and the more those sellers will see you as a trustworthy agent. According to the Zillow Group Consumer Housing Trends Report 2019, 77% of sellers say that trustworthiness is very or extremely important in helping them decide on an agent.

3. Expired listing postcards

Timing and messaging are critical when sending these real estate postcards. Every time a property listing expires, you can capitalize on seller leads by identifying pain points and creating a postcard that shows how you can solve them.

4. FSBO postcards

Many sellers who decide to do it on their own will have questions about the process. A real estate postcard that addresses common challenges — and how you can solve them — may net you the occasional overwhelmed client.

5. CMA postcards

A good way to boost responses for your real estate farming postcards is to include a free market analysis report. This tactic is especially useful right before a busy selling season or when a selling season is wrapping up.

6. Agent introduction postcards

If you’re just starting out or establishing a new farming area, this type of real estate agent postcard is a great way to make an introduction. Consider including personal touches that help establish you as a member of the community. You might include local events you’re sponsoring, neighborhood news or other location-specific information. 

7. Open house postcards

Open house real estate postcards are used to announce an open house or invite neighbors to an exclusive showing. These are great for showing that you’re a trusted local agent and that you’re willing to put in the work required to sell a home. Make sure your postcard clearly states the location, date and time of the open house.

8. Nurturing postcards

Use these postcards to nurture leads in your sphere of influence. Consider sending a funny real estate postcard to brighten their day, or a postcard with a calendar or other useful information that they’ll hang on their fridge.

9. Home anniversary postcards

Send a quick note to your past clients on their home-buying anniversary. This keeps you top of mind and opens the door to potential referrals. You can even personalize each real estate postcard with a fun memory about their home-buying experience. And don’t give up after a couple years — the typical seller lives in their home for 10+ years before putting it up for sale.

10. Renters or first-time buyer postcards

Grab the attention of renters who may be considering buying with a real estate marketing postcard that shows them the benefits of owning a home. Of renters who uprooted in 2018, 46% considered buying a home — so help convince renters while showing your expertise as an agent.

Free real estate postcard templates

You can easily use postcards many other ways to relay your marketing messages — for example, to supplement your business collateral at events, as tabletop signage at an open house or even to accompany a closing gift.

Download our 5-by-7-inch custom real estate postcards, and easily create messages that can keep you top of mind with clients. They’re compatible with Microsoft PowerPoint for easy personalization. Choose from three postcard themes.

For more articles, tips and data, visit our Zillow Premier Agent resources page.