Running a real estate business isn’t easy. Whether you’re a solo agent, part of a team, or a small brokerage, you’re wearing a dozen hats — from lead generation and showings to closing transactions. When it comes to marketing, it’s tough to find time, expertise, or resources to do it all.
The good news? Direct mail doesn’t have to be overwhelming or expensive. In fact, when done right, it’s a powerful way to connect with prospective sellers and buyers in your area, keep your name top of mind, and grow your business. Here’s a step-by-step guide to help you launch a direct mail campaign with confidence — even if it’s your first time.
Step 1: Decide the Best Direct Mail Option for You
There are two main types of direct mail campaigns:
Personalized (Addressed) Mail:
Your postcards are addressed directly to people on a specific mailing list — perfect for when you want to connect with homeowners who may be thinking about selling their home soon.
Every Door Direct Mail (EDDM):
Your postcards are delivered to every home in a neighborhood or postal route — no mailing list required. It’s a great way to maximize visibility in a geographic area you want to farm.
Tip: If you’re a real estate agent trying to become the neighborhood expert, EDDM is often the best way to reach an entire community quickly and efficiently. But if you have a curated list of prospective sellers — or past clients — personalized mail lets you connect more directly.
Step 2: Determine Who You Want to Mail To
Knowing exactly who you’re trying to reach is key to a successful real estate marketing campaign. You want to focus your budget on people who are most likely to buy, sell, or move — not waste it on those who aren’t a good fit.
Here’s how to identify your ideal real estate clients:
Analyze Your Past Clients
Who typically works with you? Are they first-time homebuyers, growing families, downsizing retirees, or investors? Look at their age range, income, and neighborhoods of interest.
Consider Your Specialty
Are you a luxury home specialist, a relocation expert, or a first-time buyer’s agent? Your expertise will naturally appeal to a particular group of people.
Research Your Competition
Who are other top agents in your area focusing their marketing on? Are there neighborhoods or price points they’re ignoring that you can serve?
Dig Into Market Data
Leverage surveys, reviews, and Google Analytics to learn more about who’s already interested in your listings and services.
Check out these helpful articles for more info:
What Does Audience Targeting Really Mean?
Identifying Your Target Audience: A Beginner’s Guide
Personalized Mail vs. EDDM – Who Should Get Your Mail?
For Personalized Mail:
Consider purchasing or building your own mailing list. Filter by criteria that match your ideal client — such as:
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Homeownership status
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Income range
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Age
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Credit score
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Home value
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Distance from your office or listings
For EDDM:
Using USPS mapping tools like Mapfire, you can select delivery routes based on key traits — average income, age, homeownership — to maximize your reach without waste. It’s a powerful way to farm a neighborhood or connect with a large group of prospective sellers quickly.
Step 3: Determine How Many Postcards You Want to Send
Your pricing per piece drops as your volume increases — so consider:
Starting small: If you’re testing direct mail for the first time, 1,000–2,500 postcards is a reasonable starting range.
Expanding: Once you find what works, you can scale up to 5,000 or more to maximize visibility in your area.
Repeat your mailing frequently (every 4–6 weeks) to stay top of mind — this is key to branding and lead generation.
Step 4: Design Your Mailer
Your postcard should be clear, bold, and designed to grab attention quickly.
Must-Haves:
- A strong headline (e.g. “Thinking of Selling Your Home?” or “Curious What Your Home Is Worth Today?”)
- A clear call to action (e.g. “Call me today for a free home valuation”)
- Your photo, logo, phone number, and website or QR code — make it easy for people to respond
- Your credentials — Realtor, license number, accolades — help establish credibility
- Eye-catching photos — a beautiful home photo, a nearby landmark, or your own smiling face — to help people connect with you
Tip: Design matters. Taradel offers free real estate postcard templates to kickstart your creativity. These are already sized, USPS-compliant, and designed to maximize visibility — all you need to do is plug in your info.
Step 5: Print, Mail, Done! (Seriously, That’s It)
With Every Door Direct Mail All-Inclusive or Personalized Mail through Taradel, you approve your design and we handle the rest — from printing and addressing to delivery. That means less stress and more time for you to focus on your clients.
Prefer a more hands-on approach?
With EDDM Retail:
- Print your postcards
- Bundle them in stacks of 50
- Fill out USPS paperwork
- Drop them off at your local post office
Need help with that? Here’s a full step-by-step EDDM Retail guide to walk you through the process.
Final Thoughts
Getting your name in the mailbox of prospective sellers and buyers is a powerful way to grow your real estate business. Direct mail lets you connect directly with your community, showcase your expertise, and become their go-to Realtor when it’s time to move.
Whether you’re just starting or a veteran looking to scale, this approach is proven, approachable, and designed to maximize your visibility.
Ready to Get Started?
Launch your first direct mail campaign today with Taradel’s free tools and templates — no pressure, no commitment.
Start growing your listings and closing more transactions, all from your mailbox.
