Post cards are more visible and not very discreet if you are fishing for short sale clients.
It's tough to know what is the right thing to do for more respons. I am going to continue with letters in the
zip code of area that I want to farm
I have friends who keep a round file and a square file. All real estate & mortgage junk mail goes in the square file for my review. The assumption is real estate folks are flooding home owners with direct mail. Not true in my area. Average is two direct mailings a month received by homeowners.
Response rates are directly related to the value your message represents. You mail must contain several critical components to be noticed then to be responded to. In a glance the reader must understand 'What's in it for me" or 'Why should I care?" After catching the readers attention you must present a message offering a solution, result, benefit or outcome of which they have concern.
Because you have lasered in on your audience with a very targeted message you will get a exceptional result. Keep in mind, before anyone calls they will do a bit of research about you. Make sure you have the appropriate validation structure in place. IT ALL WORKS, BUT YOU MUST WORK IT!
Angela I agree with internet marketing over print media when it comes to buyers (most of whom are young unless you're talking about retirees buying somewhere like FL) and generation x sellers who likely don't have enough equity to avoid a short sale. But many of my sellers (I'm also an investor) are baby boomers who have either passed away (and their estate is selling the property) or who are relocating down south somewhere. And these folks have lots of equity and are looking to cash out and head back to their southern roots (after migrating North during the 20's-60's). Then again, when dealing with estates, it's usually being handled by generation x folks (children of the deceased), but not all who are into the internet like that.
Bottom line: I think a strong internet presence coupled with an effective direct marketing campaign is key.
Stepping outside of the box is what it will take to get you the attention and business you need to survive the industry. Think about what you can do that is very different than what everyone else is doing related to direct mailing. When a potential client opens the mailbox what would you like them to see? What will compel people to want to know more about you and what you offer? People need to know at a glance if your mail is worth their time. Is it?