Getting up close and personal with marketing.
Define a new voice for a luxury real estate agent and design a postcard series for direct mail
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The Problem
Susette Prada is an experienced condominium sales agent and she wanted to expand her market share to single family homes in her own neighborhood. She asked me to design a direct mail campaign to introduce herself as the neighborhood realtor and set her apart from the competition.
The Strategy
The pieces that other realtors were sending were very corporate and formal. To set Susette apart we decided on a more direct and personal approach. We used friendly language such as “let’s grab a coffee and talk about your market opportunities.” instead of the overly used and “call me for a free market consultation.”
Skills:
Strategy
Content
Design for print
Pre-press/print coordination
Tools:
InDesign
Photoshop
Excell
Client:
Susette Prada
The Results:
This approach proved to be an effective invitation to connect with Susette, even if the idea of selling wasn’t in the cards just yet. Susette received a call from a neighbor on the second mail-out. Her first listing in the area happened in less than three months. The average real estate direct mailing campaign usually takes approximately 7 months to produce leads.