Creating a Presence:
Postcards Help California Realtor Build Her Reputation
Published RIS Media 01/17/05

For Jan Ralph, a six-year Realtor with Morgan Lane Real Estate in Sonoma, California, staying one step ahead is all about getting your name out there—and keeping it there. Among the methods she relies on to do so? Regular postcard mailings from nhsprint.com.

Ralph began utilizing the nhs print postcards about two years ago, on the recommendation of Morgan Lane's CEO. Morgan Lane Real Estate has several offices and serves the northern California areas of Sonoma, Napa, St. Helena and Lake Tahoe. Upon receiving the recommendation, Ralph got on the nhs print website and immediately liked what she saw. She's been a loyal customer ever since.

While Ralph doesn't always see direct business as a result of the mailers, she gains something much more valuable: brand awareness. "It's name recognition," she explains. "For example, my letter carrier said to me, 'You're a very good Realtor—I see your signs, I always pick up your mail and you work very hard.' It's all word of mouth." Ralph entered into real estate six years ago after being a housewife. "My husband died and I didn't have any skills. I worked as a real estate assistant and I looked at other Realtors and figured if they could do it, I could do it, too."

While Ralph sends her own personal Christmas cards, the nhs print postcards are utilized for just about everything else, including "Just Listed" and "Just Sold," holidays, and cards that invite customers to call her for a competitive market analysis. "My favorite is 'Fall Back' that alerts customers to Daylight Savings Time," she adds. "I have gotten calls from people who say, 'I want you to look at my home—I'm not going to sell,' but when they're ready to, they remember me." Ralph's direct mail efforts are not only building name recognition, but are helping her target new areas of business. One such target area at present are non-owner occupied properties. "The rental market in Sonoma has slowed down," she explains. "I have a farm area of investors in the non-owner occupied segment. I pull up the tax records and it tells me if the owners don't live on the property. A gentleman called me after getting my mailing with a duplex he was thinking of selling."

With other direct mail programs available, Ralph is loyal to nhs print's products due to the outstanding service from her customer service rep and the quality of the cards themselves. "There's never been a typo and my name stands out in big, red letters. The graphics are also great. When I start with something and I like it, I'm a very loyal person."

— Maria Patterson

The 'Art' of Self Promotion.
Published RIS Media 11/04/04

It may sound like a cliche but consistent self promotion, especially in the real estate industry, is the key to a successful career. We all know that in this business your reputation is one of the most important drivers of new customers. But how do potential customers get to know who you are and what you do? It's through the "art" of self promotion. Self promotion can take many forms. It may be as simple as participating in local organizations, getting to know people and getting them to know what you do. It can also be as difficult as picking up the phone and making cold calls introducing yourself to people in your area. No matter how you choose to do it, self promotion requires a consistent dedication of placing your name and face in front of potential customers in your area.

A simple but effective form is a direct mail campaign. Postcard mailings are a great way of introducing yourself to a new marketing area as well as keeping you in touch with your existing and past customers. There are many postcard themes being offered so that you will able to keep your mailings interesting. Seasonal and holiday reminders such as Daylight Saving, Thanksgiving, Halloween, New Year, Calendars, Fourth of July are just a few. For the sports enthusiast, postcards featuring professional team schedules are great since they are usually kept for the entire season. This is in addition to the everyday Just-Listed or Just-Sold postcard mailers.

In order to achieve the best results, however, personal promotion postcards should be mailed at least once a month to the same customer base. This should include friends, family, previous customers, neighbors, members of groups and organizations that you are affiliated with as well as neighborhoods where you would like to do business. Consistent marketing has proven to achieve results time and time again. While at any given moment a majority of your customers are probably not actively considering buying or selling a home, with consistent marketing, chances are they will call you when they're ready.

— nhs print

For more information, please visit www.nhsprint.com