RCAC Home Page > News and Publications > Self Help Builder News March 2012 Volume 5 Issue #1 >

Postcard marketing strategy works in Colorado

By Nanette Allen-Brown, Housing Resources, Grand Junction, CO

We have found a fairly cost effective marketing strategy that seems to generate a fair amount of business for our area, it is a postcard mailer. This is how we have implemented it:

1. We contacted a bulk mailing company in our area and requested a list of renters in specific zip codes. I am sure the price varies for every area. The list we had was approximately $200 for about 8,000 names.
2. We had postcards made showing the benefits of our program. The cost for having these printed was $725 for 4,000 or $1,328 for 8,000.*
3. We decided to send half of the cards at one time (approximately 4,000) to specified zip codes. The bulk mailing company handled the postage and mailings for about $.26 a card. That does include postage and processing.

We sent out two (2) mailings and from each received more than 50 calls. As you all know if even one of these goes to fruition, it is well worth the cost.

So to sum it up:
$1,328 for postcards (8,000)
$2,080 mail out
+ $200 list
= $3,608 for 8,000 direct contacts, unknown indirect contacts, and over 100 calls generated to our organization. Not to mention possible name recognition and future business.
= 1 new home for a client that did not know about our program – priceless!

 

*Editor’s note:

• If you are like the postcard approach, consider printing a good supply of postcard templates with the color background and the information that won’t change from postcard to postcard (such as your agency name and contact information). Have your printer or copy house imprint them with specific project information with black ink (this can be even be done on certain types of copy machines) – so you can run smaller quantities and still get the great, colorful look. Don’t cut the templates to postcard size until after you have them imprinted! Many printers will store the templates for you. You can wait until the next time you plan on using a postcard, and print the extra templates then, since you will already be doing color printing. Talk to your printer in advance and explain to them what you want to do.
• Don’t be afraid to use both sides of the postcard to give your potential clients a little bit more information. You only need one-half of one side for the mailing panel. Although some white space is good, you don’t want to waste space either.
• Talk to your printer, post office or mail house about bulk mail or pre-sorted first class to help reduce your postage costs. If you don’t have a bulk permit, your printer or mail house probably do, and they will normally let you use their permit number. There is a minimum quantity you have to mail to qualify for bulk amounts. Check it out . . . it can really make a difference in your budget!
• Size matters! A 5 x 7 postcard costs more to mail than a 4 x 6 postcard. But you put more information on a 5 x 7 postcard. Consider your options and costs.
• Don’t have anyone to do the layout for you? Most printers have someone on staff or can recommend someone who can do the layout for you.

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