Holiday greeting cards can seem like the kind of thing we do just to get it done. The process is the same every year, and sometimes a little burdensome – get the cards ordered, get them personalized, go through and sign each one. It’s the type of thing we as realtors often do mindlessly, not really putting much thought into the how or why touch point marketing works other than “we just have to do it.”

Here’s a revelation for those who haven’t thought about it: your clients don’t really care whether or not you send them a holiday card. They get it, they open it, it’s nice. They have a sense that you’re thinking of them when they crack open that card or get a personalized message from you or your agency. So that being the case, dos doing a mailer around mid-December really benefit your business in any way?

When Customers are Buying a Home

In short – yes, it does. The importance of branding can’t be ignored no matter when or how you get that branding in front of a customer. Obviously we don’t want to annoy or push our message – but we do want to consistently remind past and present customers that we’re around. Our jobs would be much easier if someone were buying a new home or looking at real estate listings every day, but we know this isn’t going to happen. Therefore, staying front and center in the minds of our clients is the only true way we ensure they’re going to be thinking about us the next time they – or someone in their circle of influence – is ready to buy a home.

What to Include in Holiday Marketing

There’s a short, but effective list of elements that make realtor holiday marketing successful.

• A personal touch: Clients want to feel as if the message is coming from you and it’s not mass-produced. A personal hand-written message along with your signature is a good way to make this happen.
• Ensuring that your company or personal logo is on your holiday materials is a touch many leave out. Having something custom printed rather than using an ordinary store-bought holiday card keeps that logo and branding front and center so clients can develop a visual connection to your brand.
• Leaving an open invite. You don’t want to say, “Contact me if someone you know needs a home!” but you do want to leave an open invite to contact you if your clients ever need anything. It creates an open door and exudes courtesy.

Finally, set yourself apart from what other businesses are sending by working with greetings that include hand-written postal information on the envelope, or are a different size or shape from standard mailers. This can ensure your communication isn’t thrown away quickly without being viewed when your client goes to the mailbox.