“It’s tangible, it’s solid, it’s beautiful. It’s artistic, from my standpoint, and I just love real estate.” – Donald Trump
Here in Sydney, real estate is an obsession of the citizens, which makes for some pretty competitive marketing activity. In suburbs everywhere the streets are lined with the bold boards out the front of houses loudly announcing “FOR SALE” or “FOR AUCTION” and, often, the dramatic slap of that roaring red sticker that declares on a diagonal “SOLD BY”. The science of real estate marketing is an old one, and we are all very familiar with the most powerful weapon in the armoury of the real estate agent – the direct mail piece.
We recently sold our home on the Northern Beaches thanks to the usual real estate agent method.
However, when it came to purchasing our new home, we found success in an effective cut-through of a direct mail piece that we put together ourselves. We had tried the traditional route to purchase our home but quickly became frustrated when we failed to find the perfect vendor at the right price. That’s when we decided to take matters into our own hands, and put the magic of letterpress to work. We often blog here about the wonders of our craft for offering a point of difference to gain some attention in the busy world of fliers, brochures and postcards, so it was time to take our own advice.
Ange designed a letterdrop piece that Al printed in letterpress. The concept was simply along the lines of; “We are a local family who are looking to purchase in your area…” and we printed 200 of them in one colour letterpress on a 600gsm cotton stock. After living in the area for 8+years, we knew that our target market and so delivered the postcards into letterboxes of those houses that we thought fell within our purchase range. Within one day of the letterbox drop we had three enquiries. Within two days we were viewing potential houses and within a week and half we had purchased!
The happy vendors loved our approach so much, that they asked us to create a similar style of piece for them. We printed off 200 postcards for their letterbox drop and we were thrilled when they told us they found their new home the same way.
Lesson learned! Sometimes the solution to a marketing conundrum is lying right under your nose. The success of these two inexpensive “letterpress in the letterbox” campaigns reaped their value over a hundred fold. It was the surprise-and-delight factor of a completely original approach to the design and printed look of our real estate marketing campaigns that prompted people to pick up the phone. Letterpress has the power to do this; it has the power not only to look special, but to make the receiver of a printed piece feel special. We have told you that before and once again, the proof is in the pudding.