Summary: To help Jim Lea's Team (Keller Williams Realty) re-engage with their past clients, I designed a postcard direct mail campaign that was simple, consistent, told a story, and invited the recipient to call the team.
*This project was completed in my previous role as a visual designer for Jim Lea's Team of Keller Williams Realty
After an exhaustive audit of our database of past clients, it was clear the team had let communication slip. Many clients hadn't heard from the team for years and had never met newer teammates. To help re-establish connection, I recommended a bi-weekly postcard direct mail campaign.
Keep Direct Mail Simple
Most direct mail is discarded as soon as the recipient walks into their house. That walk, from the mailbox to the trash can, is the brief window you have to make an impression and get the recipient to keep reading. In fact, you probably only have a single glance. In that one second, you must:
- Reinforce your brand. Direct mail has to be repetitive to really give you a return. So, keep the branding and the colors consistent.
- Communicate a single message. If you're trying to say more than one thing, a postcard may not be the best medium. In the example above, our message was "We sold this house in one day for full asking price. We can do that with your home too." Of course, we didn't have to write that last sentence. It was implied.
Tell a Story
Stories about people make an impression. They engage our emotions and not just our heads. For this direct mail campaign, I recommended interviewing recent past clients, obtaining their permission to share their story, and sending that out to the entire database. Each postcard design had a quote from the interview. The example above reads, "We ended up getting the house on Christmas Eve!" That one line already tells a story and makes you want to turn the card over to keep reading.
Make a Call-to-Action
Finally, always invite the recipient to take an action. Your CTA needs to be one of the most prominent items of the piece. They should be able to recognize what they need to do from a quick look. For Jim Lea's Team, I wrote a new call-to-action that referenced the story featured in the postcard. The text was always a little different, but the placement, the color, and the typography were always the same.