Blog> Listing Leads
How to Win Listings With a Personal Touch
Uplevel Your Marketing Campaigns with Handwritten Cards
By Addressable
Published September 22, 2022
Last Updated December 5, 2022
LISTING LEADS

Real estate agents who had more business than they could handle during the pandemic-fueled frenzy are adjusting to the new normal. Being successful in the current market requires a pivot, and top producers are leaning in and investing in their marketing efforts.

It’s Game On

When a homeowner is ready to sell, who are they going to call? A normalizing housing market, paired with the chronic inventory shortage, means it’s essential to stay top-of-mind.

A disheartening 17% of homeowners rehire their agent when selling their home—because they can’t remember their agent’s name. In the 7 to 10 years of homeownership, the agent didn’t keep in touch. (And, this is a pre-pandemic statistic, before agents were inundated with business).

Stand Out from Your Competition

There’s another jarring statistic to consider: 82% of recent sellers only contacted one agent. Successful agents go above and beyond to create a lasting impression, so they’re relevant when a homeowner experiences a home-selling life event.

While other marketing tactics build your brand awareness, sending a thoughtful, handwritten card increases engagement.

Handwritten cards get opened and read. Addressable’s proprietary software and hardware make it possible to scale this approach.

When a Single Touch Counts More than Once

While on average it takes 8 touches to secure an appointment with a prospective client, a personal approach can reduce that number.

Addressable’s handwritten cards not only make it inside the home and get acted upon—they get saved. When our clients return from their listing appointments, they often share that their card was pinned to a homeowner’s fridge. Each time they open the fridge, our clients consider this another impression.

How Do Agents Use Addressable?

Our clients typically complement their broader marketing efforts with a targeted approach, sending handwritten cards to a high-value audience. The highest-performing campaigns are built around a recent transaction.

We’d love to talk strategy for your specific market and learn more about your marketing goals. Schedule a 20-min consultation.

Why Addressable?

Everything we do creates the impression that you personally sat down to write the card, and our end-to-end process is designed to drive calls for listing appointments.

We test everything to increase your results—from what imagery to use on the card cover to the message to say inside. We track and measure the success of your Addressable campaigns, and our goal is the same as yours. We want your phone to ring.

Let’s Get Those Listings!

As the old adage goes, “If you don’t list, you don’t last.” We’re here to help you get those listings—let’s talk today. We’d love to contribute toward your success.

Ready to get started?

Get early access to the Addressable platform.

FAQs


Do people really think these are real?

Yes! In a 3rd party blind study, participants were presented several cards. Some messages were written by our robots, some by humans. Participants were unable to identify which handwriting was done by a robot.


How does Addressable work?

With our proprietary technology, an actual ballpoint pen is pressed to heavy card stock using a realistic human font. Our end-to-end process is carefully designed so that there are no marketing “tells or tip-offs.” Each homeowner who receives a card will believe you took the time to write it.


Can I test a small number?

We’ve learned through testing that the minimum sweet spot for generating listing leads is 1,000 cards. Less than that won’t deliver the results you want . Our goal is to set you up for success and demonstrate clear value with every dollar you spend on handwritten cards.


Why are handwritten cards better than post cards?

Most of our agents have the option to use brokerage postcards for free or low cost. Agents choose to use handwritten cards because we get them listing leads. Brokers want their logo going out—it’s a branding play. In reality, they don’t really help your business. Postcards focus on the brokerage. Handwritten cards focus on building rapport with the homeowner and how you can be of service. Postcards often don’t make it in the door. They typically go directly into the homeowner’s recycle bin. Postcards are mailed in bulk. The USPS discards undeliverable postcards. They kind of go into the void. And you don’t get confirmation when they actually drop in the mail. Postcards are visually overwhelming. There’s no clear message why someone should pick up the phone and call you.


How do you differentiate from other handwriting companies?

Addressable provides an end-to-end solution. When we produce a handwritten mail campaign for you, our goal is to generate listing leads for you. We help you stand out—and differentiate yourself—in a competitive market. Our experts craft the message, target the right homeowners, and track your results.


Can you tell me all the agents you work with?

Nearly every individual agent or team we work with does has $20+ million in production, and they're very private about their marketing programs. They consider Addressable part of their secret sauce. Check out our top clients that have found success with us.


Can other agents mail to my area?

Nope! No other agent can market in your territory.


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