Time for a Check-up
10 December 2019
Written by Acme Mag
How Check-Up Cards and Anniversary Cards Differ
It’s estimated that 10% of homeowners list their property for sale only two years after purchase.
Anniversary Cards are a direct piece of marketing that keeps annual contact with past clients, nurturing the relationship as well as keeping that particular agent and agency front of mind should a past client require real estate services again, or perhaps knowing someone else who does. Word of mouth is powerful and anniversary cards assist with this, especially for the 10% who are ready to move again.
Check-Up Cards are different. Where Anniversary Cards are designed to be sent to your database to keep you relevant, Check-Up Cards normalise the process of appraisals – with your database and those yet to be on it.
From a homeowner’s perspective, there’s not much in it for them when it comes to appraisals unless they are already thinking about selling their home.
“No one wants to be sold to when they don’t want to sell themselves.”
A Check-Up Card relabels an appraisal. It’s no longer about having an agent around to appraise your home ready to list, it’s now about an annual price check of your home, so that you’re in the know. It’s something that you can market as being standard for knowledgable homeowners. In addition, these
can be letterbox dropped across suburbs because they’re not past-relationship dependant.
Now that we’ve discussed the difference, let’s talk about how these two types of direct marketing compliment each other.
Marketing is a multi-layer, multilevel approach system. By delivering Anniversary Cards and Check-Up Cards that have the same themed undertones (Think: your brand persona and visual style) you’re talking to two different markets with complementary marketing. That’s the key with marketing, understanding its purpose and who it’s going to talk to. That way you’re talking to the right people, in the right way, and at the right times.
So, whether you’re just starting out and trying to grow your database and name through Check-Up Cards, or you have a large database of relationships to continually nurture – recognise what’s right for you, what facilitates a purpose, and layer where necessary.
