Use Variable Data Printing to Personalize Your Postcards

How personalized are your real estate postcards? The more closely your postcards match the needs and interests of their recipients, the higher your campaign’s total response rate will be.

Many realtors use a one-size-fits-all marketing approach that focuses far more on quantity than quality. Their direct mail postcards are largely impersonal, with little distinguishing one recipient’s postcard from the next.

There are two common objections to including variable data such as a recipient’s name on direct mail postcards. The first is that it’s expensive. The second is that it’s extremely work intensive and time consuming.

Luckily, there’s a way to personalize your postcards without having to spend more – either in time or cash – to launch your campaign. The solution is variable data print, which allows you to quickly and easily add custom information to your postcards.

How variable data print works

Variable data print draws information from a database and adds it into each of your printed postcards. Each real estate postcard can feature, for example, a unique name or customized photo.

The end result is greater customization and personalization, which means a greater response rate. Since each postcard is tailored towards its recipient, the rate at which people read and respond to your campaign is significantly higher than normal.

While variable data print is most commonly associated with people’s names, careers and areas, there are a wide range of ways to use variable data to give your campaign additional relevance.

You can segment your list into different socioeconomic groups and deliver a unique message to each segment. You can tailor your message to each area to highlight the benefits of a property – such as school zones – that are most relevant.

In short, you can use your existing database and its contents to deliver a message to your target audience that’s more targeted, more relevant, and far more effective for your business in achieving its goals.

Why use variable data print?

Does your company have a customer, prospect or influencer database? If you have useful information about your target audience – or you’ve decided to use a list that includes this valuable information – you can benefit from variable data print.

Here’s a simple example of variable data print in action. Pretend you’re marketing a property that’s located close to a great local school. It’s a three-bedroom home that’s suitable for families with children and couples without children.

By segmenting your audience, you can market the same home from two unique and different angles. Postcards addressed to families could focus on its school zones and convenience, while postcards to individuals could focus on another benefit.

The key to an effective direct mail campaign is to understand your audience’s needs and interests. By using variable data print, you can deliver a more targeted message to your prospects that increases their interest in your offer.

Try variable data print for your next campaign

The more relevant your marketing message, the greater your results. If you need to market a property that appeals to a range of audiences, try using variable data print to market using multiple angles in your real estate postcards. 

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