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Question: What are the best postcard techniques to drive readers to your website?
Answer: Before we talk about using postcards to drive traffic to your website, we have to address the lead-generation factor. It's critical that you have some form of lead capture on your website, whether it's an info-request form, signing up for listing information, or what have you. Without lead generation, you have no way to capitalize on your website traffic and connect with visitors.
With that out of the way...
One of the best ways to generate website traffic with postcards is to create an outstanding website in the first place. Then it's simply a matter of promoting the website with your postcards to get people to visit (and, ideally, make a connection with them from there).
It's a great question you ask, because postcards and websites make perfect marketing partners. This combo lets you offer recipients another way to respond, and multiple response paths are almost always a good thing in direct mail.
The key here is that you must build genuine value into your website (just like you should build value into your postcards). It can't be "just another agent website." For example, I live in Austin, Texas. So if I were going to create a website like this, I would first create a theme like "Where Austin Goes for Home Buying Information" and then work to make the website live up to that theme. It would be easy to drive traffic to such a site with postcards.
And don't forget about your web-based lead generation. Driving traffic to a website is only half the equation. The other half is turning that traffic into a relationship. But that's another article entirely.
Good luck with your real estate postcard marketing!
