Postcards or Newsletter better for Seniors?

I'd love your thoughts on this topic: what type of marketing material would be best to send to Seniors on a monthly basis:

  1. large, glossy postcards addressing some topic like downsizing, moving with pets, etc.
  2. a short, chatty newsletter (2-4 pages) printed on colored paper, with the same info, plus a cartoon, household tips, etc?

 

 

--- Come for a visit; Stay for a lifetime!

Lottie Kendall, Realtor®

Today | Sotheby's International Realty

San Carlos, California, 94070

CA BRE#01215160; 650-465-4547

Lottie@LottieKendall.com;

www.LottieKendall.com

www.SFCondosForMe.com

 

 

Comment balloon 17 commentsLottie Kendall • July 17 2008 10:20AM

Comments

I think for senior's the postcard route is the way to go!

Posted by Deanna Casalino, Fort Myers Florida Homes, (Remax Realty Group) over 9 years ago

Lottie, I'm not an expert on this issue.  But my personal experience suggests a jumbo, glossy postcard with LARGE PRINT works better for seniors. 

Posted by Roseann Annis (Prudential Homesale Services Group) over 9 years ago

I have used 4x6 postcard with a great deal of success.  The only complaint I get is that the print is a bit small.  So for seniors who may have eyesite issues, you may want to consider a larger card -- it will cost more in postage, but may be worth it if they can read it.  I've found that anything that is too wordy or that it in an envelope tends not to be read (that applies to everyone, not just seniors.)

Posted by Evelyn Panning (Property Connections Realty Inc.) over 9 years ago

Lottie,

Arguments can be made for both.

A postcard will be easier on the Senior's eyes. The message is often in larger type...but you won't be able to go into as much detail. Some seniors will appreciate the "ease of use" that offers.

Other Seniors...who have a bit more time on their hands...LOVE reading all the "stuff" a newsletter format might contain.

BUT....

You need to ask yourself a question. I was never big on "Cherry Pie Recipe" postcards, which is essentially the category your example information falls into. From a real estate perspective...how in the world would "How to Rearrange Your Closets" hold a candle to something like "The Mortgage Meltdown and How It Affects Seniors!". Or..."How to Move a Pet" versus "Living Trusts and Real Estate. The Advantages and Disadvantages".

My personal opinion is that you have to stay on course. EVERYTHING you send out as a Realtor needs to be real estate related, where you get to position yourself as an expert on all things real estate. ANYONE can tell them how to "move with pets"....but YOU need to be the only one they'll ever call whenever they think anything real estate!

My two cents.

Dave

Posted by David Daniels (Owner of FlyersToYou, Inc. and former Top Realtor) over 9 years ago

Good information.  I like the jumbo postcard idea.  Larger print the better!

Posted by Chuck Carstensen, Minnesota Real Estate Expert (RE/MAX Results) over 9 years ago

Thanks Deanna, Roseann and my friend at Property Connections -- you all think a card is the way to go. That's what I've done the last 2 months -- 5-1/2" x 8-1/2" -- large type. The newsletter I send to others goes out as a self-mailer on bright yellow paper, no envelope, and some people actually save them from month to month--good "stickyness."  For now, I'll keep with the postcards. Thanks for sharing.

Posted by Lottie Kendall, Serving San Mateo County and San Francisco (Today | Sotheby's International Realty) over 9 years ago

Thanks Chuck -- that's 4 for postcards!

Posted by Lottie Kendall, Serving San Mateo County and San Francisco (Today | Sotheby's International Realty) over 9 years ago

Dave, thanks for the insightful comments. I love your reminder to say on course.

Posted by Lottie Kendall, Serving San Mateo County and San Francisco (Today | Sotheby's International Realty) over 9 years ago

I personally use a newsletter that is focused on "senior issues" and use the postcards for just listed and just sold.  SRES has a newsletter and they allow us to use the content.  On the back I put the neighborhood listings and market data.

 

I hope this helps.

Posted by Tracy Santrock, Raleigh - Cary Realtor/Broker In Charge (Fonville Morisey/Santrock Realty Group, Inc. ) over 9 years ago

I had people who loved my postcards but I never got any business off them.  I'm going to be moving in the direction of a newsletter.  If well done I think it will get read by the senior community I work with.

Posted by Kathy Anderson, Arizona Retirement Homes For Sale, Sun City Grand (HomeSmart) over 9 years ago

Both would probably be good as long as you use larger print.  I'd vote for the newsletter, so long as you have good content that the area you are targeting would be interested in.

Have A Great Day

Posted by Doris Freeman, Broker/Agent, Realtor, Madison-Gibson-Crockett (RE/MAX REALTY SOURCE) over 9 years ago

why not both?  The large type on postcards is a great idea although not just for "seniors" (I'm mega-myopic!!), but the newsletter could be something that sticks around a long time (forget the recipes - they're probably sick to death of cooking!), maybe some health stuff like nutrition related articles, hobbies, travel, etc., today's seniors aren't like the frail little white haired grammies of yesteryear!

Posted by Alyce Martin, Albuquerque - THE Place To Be! (The Realty Group, LLC) over 9 years ago

Thanks everyone! I'll be incorporating a lot of your ideas and suggestions. I agree that content is king and hope to address that issue.

Posted by Lottie Kendall, Serving San Mateo County and San Francisco (Today | Sotheby's International Realty) over 9 years ago

I would go with the newsletters.  Studies show told that the senior population will read what you send and have a tendency to hang on it.  Therefore, I would rather send out the newsletter because it has a better chance in the long run of having my contact info left with them.  And hopefully they will glance at it and remember me, especially if they on my mailing list. 

Posted by Carol Swain over 9 years ago

Thanks for sharing your thoughts, Carol. The postcards are simpler and cheaper, but I think the newsletter will be saved. I'm giving it a shot.

Posted by Lottie Kendall (Coldwell Banker) over 9 years ago

I find bothe to be effective. One month a postcard followed by a newsletter type mailing the next.

Posted by Thomas J Griffin over 9 years ago

I am starting my mailing soon, and stumbled upon this post. Great comments and suggestions.  I like your "two cents", Dave.  I think postcards have more visual impact, while rich content on a newsletter may be saved, and thus longer shelf-life.  Perhaps a combination of both like Thomas said.

Posted by Sherry Peckhoon Sim, Broker/Owner, Covering the Beautiful Central Coast (Sims & Company) over 9 years ago

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