How is it that some real estate agents achieve such success with postcard marketing while others fail miserably? What's the "secret" the successful agents know about real estate postcards that the struggling agents don't know? The secret lies within The Pyramid of Postcard Success! I devised The Pyramid to represent what I've seen in real estate marketing over the years.
My father is a lifelong agent, and I've been heavily involved with real estate postcards while working for two direct mail and printing companies.
So rest assured, The Pyramid is based on actual observation, not speculation.
Explanation of The Pyramid Imagine a typical pyramid with the base at the bottom and the apex pointing upward.
Imagine the bottom of the pyramid labeled with "lowest response rates.
" The base is wide because that's where most real estate agents are, much to their displeasure.
Now imagine the top of the pyramid labeled with "highest response rates.
" The top of the pyramid is narrow and pointy because there's a relatively small number of agents up there ...
an exclusive club, to be sure! The Base is Bad The base of The Pyramid (lowest postcard response rates) is where the largest number of agents find themselves -- whether they realize it or not.
Why? Because it's the easiest segment to enter.
Anyone can "join" this club, though I'm not sure you would want to.
It's similar to playing a sport or a musical instrument in that regard.
There's never a shortage of beginners! The Top is Lonely We can also see that there's plenty of room at the top.
That's because it takes knowledge, practice and persistence to reach the top.
The harder something is to achieve, the fewer people will actually achieve it.
Going back to the sports and music analogy, there was only one Beethoven but thousands of pianists, and thousands of golfers but only one Tiger Woods.
It takes persistence to reach the apex of any endeavor.
The Goal is to Climb The goal, then, is to systematically climb The Pyramid and get as close to the top as possible.
That's where you'll find true postcard marketing success, at the top.
Reaching the top means more return on your marketing investment.
It means your postcards succeed in generating a good response.
It means more clients, more commissions and more growth.
It means you're the Tiger Woods of postcard marketing!