This article is part of a larger series on Real Estate Lead Generation and Marketing.
Real estate farming postcards are a collection of mailers agents consistently send to homeowners and renters within a targeted location. For agents and brokers who want to become the go-to real estate professional in a specific neighborhood, postcards are an incredibly effective method of building brand recognition and generating new leads.
As you look through the following farming postcards for realtors, remember that choosing the right print service is a crucial element for your success. VistaPrint is an ideal option for designing, customizing, printing, and mailing your postcards. It provides hundreds of premade templates, customizable products, and a user-friendly design editor.
To help you create a powerful campaign, we’ve collected 18 of the best real estate postcards for farming.
1. Introduce Yourself With Real Estate Farming Postcards
Size: 4×6 inches
If you live in your farm area, introducing yourself as a neighbor can naturally encourage people to seek advice. It indicates that you have intimate knowledge of the local market, can be available to clients at the drop of a hat since you are nearby, and have a vested interest in creating a positive environment in the area as the current homeowners are.
If you don’t live in the area you intend to farm, you can still introduce yourself as a resource to the community. Mention specific places where you socialize or visit in the neighborhood or activities you enjoy to show that you are connected to the area. Regardless of where you reside, this is an example of how to use a simple real estate postcard template to introduce yourself as a local real estate expert.
Pro tip: To successfully market to your farm area, make sure you choose your target area wisely. Learn how to choose the real estate farm area in our guide.
2. Host an Event to Provide Free Knowledge
Source: Big Block Realty
Size: 6×9 inches
This real estate farming postcard idea is ideal for inviting potential leads to an event. For example, target homeowners on the fence about selling or buying to an event that specifically addresses their questions about timing and how the process works. This template is designed to name common questions that often concern homebuyers, like getting prequalified and how current market trends may affect their experience. It’s co-sponsored by a realtor and mortgage lender for extended reach and lead sharing.
Hosting an event that provides knowledge and supports your community is a great way to generate real estate leads. By using real estate farming templates and direct mail, you can spread the word most efficiently. Don’t forget to offer refreshments and door prizes to encourage RSVPs and attendance.
3. Share an Opportunity
Size: 5×7 inches
This postcard uses a short, catchy phrase and high-quality real estate photography to grab the recipient’s attention. The phrase “opportunity is knocking” implies urgency, and the headline on the back of the postcard clearly defines what the opportunity is for homeowners. It indicates that it is a profitable time to sell their home, which can encourage those considering selling their home to reach out with more questions.
This is one of the best real estate postcards for farming listing leads because it’s focused on homeowners who want to get the most value out of their homes. The front of the card naturally piques readers’ interest, and the back clearly describes your offer and expertise, and provides contact information and branding.
4. Free Home Valuation Postcards
Size: 4×6 inches, 5×7 inches, 11×16 inches
Offering free home valuations is a common way successful real estate agents and teams generate leads through their websites or landing pages. However, the same idea can be used to generate more listing leads through direct mail. Even if a homeowner is not looking to sell at the moment, they may be interested in continuing the conversation after seeing their home’s current value.
Even if a homeowner isn’t interested in the possibility of selling their home, this postcard design also features a clear call to action and a spot for a large realtor headshot on the back. This is great for building awareness of your real estate brand. This postcard also may be appealing to homeowners who aren’t technologically savvy or active on social media.
If you haven’t yet connected your postcards to a landing page, learn more about how landing pages can be beneficial in our article Real Estate Landing Pages: Definition, How They Work & Types.
5. Market Updates Postcard
Size: 4.25×5.6 inches
Real estate market updates are a well-known marketing strategy for agents because most homeowners are curious about how their homes compare to their neighbors’ homes. This makes them a great choice as real estate farming mailers because they show your expertise in the local real estate market.
In addition, this example shows how you can focus on niche properties and audience segments within your farm area by showing specific types of homes, like two bedrooms or homes between 2,000 and 3,000 square feet. These factors may cause a recipient to self-identify as a new lead by contacting you or to disregard the information if it doesn’t meet their search criteria.
You can change many different types of data specifications to fit the area you are farming. With PostcardMania, you can choose this exact template and enter many different types of data specifications to fit the area you are farming. PostcardMania is a design and marketing service that combines print and online marketing so you can get the maximum mileage out of every marketing material you create.
6. Provide an Incentive With Reduced Fees
Size: 4.25×5.6 inches
When you need to get more real estate listings, there are clever real estate farming postcards that can help you reach your goal, like this one. The postcard below specifically addresses homeowners who are considering selling their homes and provides an incentive for them to contact you instead of another agent.
Since agent fees typically come out of the homeowner’s profit, offering a lower commission can be extremely appealing to potential sellers. Plus, this postcard names additional standout services provided for sellers, like virtual tours, online marketing, home staging, and professional photography. Ultimately, sending farming real estate flyers and postcards like this is an ideal way to generate high-quality seller leads.
7. Grab Attention With an Infographic
Source: Big Block Realty
Size: 5.5×8 inches
One of the most important tips for real estate mailers is to use multiple strategies that grab attention. Well-designed infographics naturally do this; in fact, they are 30 times more likely to be read than blog posts or online news articles. This infographic-style postcard uses a clear heading to present statistics that are highly relevant to the topic at hand. This addresses a common question or concern for potential buyers and proves that you understand how to help them with this concern.
In addition, sending infographics with your brand colors, fonts, and contact information can build brand recognition. This is especially easy to do with a graphic design tool like Canva, which allows you to save your branding elements. Canva also provides access to thousands of design elements, like fonts, graphics, and templates for direct mail. You can even create a two-sided infographic in Canva and add a specific call to action on the back. Plus, Canva is free to get started.
8. Use Humor & Provoke Curiosity
Source: Lighter Side of Real Estate
Size: 4×6 inches
Although traditional postcards for real estate farming have proven to be extremely effective, using fun and lighthearted direct mail strategies can be a great way to stand out from the crowd. Real estate farming postcard ideas like this one definitely grab attention and draw readers in to engage with the card. It creates a sense of curiosity and showcases your personality as an agent.
On the back, you can add content that answers the question, like, “They sold their home for more than the list price!” or “They cleaned their garage out for the next owners!” You can also include your contact information and a quick response (QR) code that takes recipients right to your website or a listing landing page.
9. Tug at Heartstrings
Source: Postal Realtor
Size: 4×6 inches
Family-oriented neighborhoods may find postcards with children impactful as it connects to their everyday lives. Even if some recipients don’t have families, choosing real estate postcards for farming with large, interesting imagery will help you gain attention and attract new clients.
The call to action on this postcard is offering a home valuation, but presenting the offer in a very different way than homeowners are used to seeing. Of course, if you want to target a different type of audience, you could easily change the text to something more relevant.
10. Stand Out With Unique Imagery
Source: Your Real Estate Genius
Size: 4.25×5.6 inches
This is another example of funny and clever farming postcards for realtors that stand out and reflect your personality as a real estate agent. This photo captures attention, and the front shows only a short phrase that connects the image with your services as a real estate agent.
Plus, this design includes a spot for your headshot and contact information, which will build brand familiarity and help people associate your face with this sense of humor. For more clever ways to share your sense of humor with your audience while generating leads, read 29 Relatable Real Estate Memes.
11. Use Customer Reviews to Highlight Your Strengths
Size: 8.5×5.5 inches
Positive reviews from former clients are some of your most powerful marketing assets to grow your business, so it makes sense to use them in your real estate farming postcards. In fact, 46% of consumers trust online reviews for local businesses as much as reviews from friends and family. Using reviews and testimonials in your real estate farming flyers helps you build a brand of trustworthiness and authority.
This postcard template focuses on a testimonial from a client in the neighborhood you’re farming and even includes a photo of the client who wrote the review. This is a great way to not only display a positive review but also create a sense of connection between recipients and your clients, which ultimately builds a stronger sense of trust.
12. Make Your Postcards Worth Keeping
Size: 5.5×4.25 inches, 8.5 x 5.5 inches
Unfortunately, direct mail ads that recipients don’t feel are relevant for them often go directly into the recycle bin or trash. However, you can give the members of your farm area a reason to keep your postcards by providing information worth keeping. One simple way to create materials that people will want to keep and even display is by mailing a recipe card.
Notice that this recipe card from ProspectsPLUS! includes the agent’s contact information and brand colors, but doesn’t include a specific call to action or real estate-related statement. When you’re building a strong direct mail strategy, you shouldn’t be making a hard sales pitch with every piece of mail. Sending cards like this is an important part of building a trustworthy and memorable reputation.
When you use a direct mailing service like ProspectsPLUS!, there are plenty of ready-to-send templates like this one. The platform has more than 20 different recipe cards, as well as other save-worthy farming postcard templates with jokes, inspirational quotes and photos, and even animal memes. Learn more about all the unique templates and direct mail services from ProspectsPLUS!
13. Send Holiday Greetings
Source: Realty Cards
Size: 6.5×9 inches
Holidays are a great excuse to send real estate farming postcards to stay top of mind, build brand awareness, and take a more personable approach to your marketing. Holidays also provide an additional topic for conversation, and postcards like these offer a useful way to farm for new clients, ask for referrals, and touch base with former clients. While many agents send holiday greeting cards during the winter season, don’t miss opportunities to leverage smaller holidays for the same purpose.
Plus, automate your holiday outreach with the help of a lead generation marketing platform like Market Leader. It helps you engage with your contacts by assigning each one to a specific marketing campaign. From there, Market Leader can automate the printing and mailing of your postcard campaigns, including recurring holidays, saving you a lot of manual effort.
Read our expert Market Leader review to learn more.
14. Draw Attention With Animals
Source: Direct Color
Size: 4×6 inches
About 68% of households in the U.S. own at least one pet. Using imagery with animals is a great way to grab attention and send a clear message. On this postcard, the agent addresses the fact that there are many mistakes homesellers can make if they don’t have an agent to help them—but he does it with a cute photo of a cat and a fish.
Even for potential leads who don’t have an affinity for animals, this type of postcard design still effectively increases engagement and piques the interest of potential sellers. In fact, this postcard could be adjusted to speak to a niche audience, like expired listings, for sale by owner (FSBO) listings, or first-time sellers.
15. Create Urgency
Size: 6×9 inches
When the real estate market favors sellers, you should incorporate that into your real estate marketing strategies. This type of mailer prompts sellers to act quickly, with a large header, a clear call to action, and vivid colors. It uses an emotional selling tactic and highlights the sellers’ fear of missing out (FOMO).
In addition, this design could also be used for farming flyers in real estate. You can easily change the size of this mailer directly on the website, or even replicate the design and messaging in Canva in various sizes. Get more real estate flyer ideas in our guide to the Top 37 Free Real Estate Flyer Templates.
16. Showcase Your Expertise With a Just Listed Postcard
Source: Communication Squared
Size: 6×11 inches
Just listed or just sold postcards are an important part of your real estate farming strategy. Consistently sending mailers that show you’re active in the neighborhood with past properties will be key for building a reputation as the go-to listing agent in your farm area. These postcards show future sellers exactly how you market listings and showcase your value.
17. Lead With Trust
Size: 4.25×5.6 inches
Although most real estate farming postcards are intended to build trust and a strong reputation in your farm area, this one addresses it head-on. Although your marketing materials should be client-focused, there are always exceptions to the rule. This postcard perfectly exemplifies a time when it’s smart to specifically name your expertise and the value that you provide to clients.
This postcard displays a big heading that declares that you know the home values in their neighborhood, and highlights a few of the agent’s values on the right side of the postcard; including honesty, integrity, trust, market knowledge, and neighborhood expertise. If you choose to send a postcard like this one, make sure to customize the description to fit your natural language, location, and the offer you provide to leads.
18. Ask for Real Estate Referrals
Source: Reminder Media
Size: 4×6 inches
According to the National Association of Realtors (NAR), 63% of homesellers and 38% of buyers find their real estate agent through a referral from friends or family. If you are not actively working on generating referrals from your past clients, you’re missing out on opportunities to build your client base.
This postcard directly asks clients for referrals, but it’s worded in a way that builds a bond between the agent and recipient. It isn’t pressuring clients to spread the word, but sharing that referrals support you as the agent, which can make clients want to contribute to your success.
Where to Buy Real Estate Farming Postcards
When you decide to start marketing to your real estate farm area with direct mail, one of the first steps to take is choosing the right source for postcard designs, strategy, and mailing services. There are an endless number of real estate postcards for farming online, but not all of them will fit your branding or strategy.
In addition, you may not have the time to individually design, print, address, and mail your postcards as your business grows. Therefore, it’s important to choose a few platforms to help with various areas of your direct mail strategy, like real estate direct mail services and graphic design platforms.
Here are a few of the top resources to create real estate postcards:
Agents, teams, and brokers wanting an all-in-one real estate direct mail service
Professionals wanting the largest variety of print materials to customize
Agents and teams who want to combine direct mail and online marketing
Professionals wanting to easily custom design their print materials
30 cents per postcard
8 cents per postcard
5 cents to 13 cents per postcard
Free to use
To most effectively build an audience in your farm area, postcards should be sent consistently. Make sure to send a variety of postcards that showcase your experience, knowledge, and personality, and provide various calls to action. Using the examples above, you’ll demonstrate your expertise, generate leads, and grow your business.