EFFECTIVE DIRECT MAIL MARKETING FOR REAL‑ESTATE AGENCIES
Real‑Estate Postcards Success Story
Every Door Direct Mail for a residential services firm in Winston-Salem, NC
The Challenge
A residential services firm offering sales and property management needed more owner leads and tenant demand across the Triad. Referrals alone weren’t enough. To raise visibility at scale, the team launched Every Door Direct Mail (EDDM) in Winston-Salem, NC, designed as EDDM for property management to attract landlords while continuing to nurture buyers and renters. If nearby owners or renters are searching us mail near me, this EDDM plan turns that local intent into property assessments and first-to-tour signups.
The Solution
A split-message EDDM postcard—dual panels (“List & Sell” / “We Manage Rentals”), trust badges, a tenant QR to live listings, and a “Free Property Assessment” CTA—blanketed Winston-Salem’s mixed owner/renter routes to spark both sides of the market.
A split-message postcard targeted both segments:
- Dual-Panel Layout: One side for “List & Sell,” the other for “We Manage Rentals.” Two clear paths let owners self-select the service that matched their need.
- Quality Signals: Badges for tenant screening, maintenance network, and average days-to-rent. Operational proof reduced perceived risk for first-time landlords.
- Tenant Magnet: QR to current listings with a “Be First to Tour” signup. Driving tenant demand helps owners see faster leasing velocity.
- Owner CTA: “Schedule a Free Property Assessment” with on-site visit options. High-touch consults convert better than generic contact forms.
- EDDM Coverage: Saturation across mixed owner/renter routes in growth corridors. Wide coverage captured both inventory and demand in one pass.
- Two-Wave Reminder: Second drop four weeks later with refreshed “homes rented this month” stats. Recency proof pushed fence-sitters to respond.
- CRM Workflows: Auto-assign follow-ups and SLAs for inquiry callbacks within 2 hours. Speed-to-lead protected conversion rates from slipping.
A two-wave reminder with fresh “homes rented this month” stats, backed by CRM 2-hour callback SLAs, converted awareness into owner assessments, signed management contracts, and quicker leasing.
The Results
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The EDDM push created parallel pipelines—owner assessments for management and buyer/seller consults—improving utilization across teams.
The postcards drove strong awareness and inbound inquiries.
Clear service segmentation, broad route coverage, and fast follow-ups turned neighborhood awareness into signed agreements and faster leasing.
💡 Pro Tip: When you serve both sellers and landlords, split the postcard face to keep each offer laser-focused without doubling costs.
Interested in doing a similar campaign for your business? Call us and we will get you connected with a marketing consultant.
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