Designing Perfect Expired Listing Postcards: A 5-Step Guide

Visualize being a homeowner, where the sale of your house is the key to fulfilling your lifelong dreams. You believed you had ticked all the right boxes. However, you find yourself with an expired listing, and your mailbox has become a collection point for uninspiring, faceless postcards from unknown realtors. Amidst this monotony, one postcard captures your attention. What’s its secret? How did it catch your eye and, more importantly, hold your attention?

Expired Listing Postcards

Ever wondered about that? Well, your fortune’s about to change because we’re gearing up to dissect the craft and science behind expired listing postcards that doesn’t just merge into the scenery. We envision a postcard that not only draws the gaze but also connects with the homeowner’s disappointments and wishes, converting what was once an overlooked chance into a gateway of fresh starts.

In this postcards guide, you’ll learn the specifics of constructing a postcard that genuinely connects with your audience, making certain that your message is not merely delivered but also retained.

1. ​Understand Your Audience

The key to a successful expired listing postcard campaign lies in empathizing with your audience. Remember, these are not ordinary homeowners but individuals who have faced the discouragement of their homes not selling. A message that hits home requires a thorough grasp of the difficulties and frustrations they’ve encountered.

Identifying the Homeowner’s Pain Points

First up, let’s talk pain points. Maybe they’re feeling disappointed, perhaps even a bit betrayed by the process. They could be worried about financial implications or stressed about moving plans now up in the air. Their confidence in a real estate agent might be shaken. Recognizing these feelings is your first step to addressing them.

Key pain points might include:

  • Disappointment and frustration over the sale falling through
  • Financial strain from continued mortgage payments on an unsold property
  • Stress from disrupted moving or life plans
  • Lost trust in the ability of real estate professionals to sell their home

Tailoring Your Message to Address Those Needs

Now, knowing these pain points, your message needs to be a soothing balm. It’s more than just declaring, “I can sell your home.” It involves conveying, “I understand your situation, and here’s my approach to improving it.”

Here’s how to tailor your message:

Empathy: Start with an empathetic tone. Acknowledge their frustration and disappointment. A line like, “It’s not just a house; it’s your home, and you deserve someone who recognizes that,” can set the tone.

Expertise: Position yourself as the expert who can turn things around. Highlight your unique ideas, approach or success rate without bragging. Think, “Our innovative marketing strategies mean we see success where others see challenges.”

Trust: Rebuild trust in listings by offering something of value upfront. This could be a free home valuation, staging tips, or market insights, among other irresistible free offer. Show them you’re in it for more than just the listing.

Call to Action: Your call to action for one client should be clear but considerate. Encourage them to reach out for a no-pressure chat. “Let’s talk about how we can turn this setback into a success story,” is much more inviting than a generic “Call me!”

2. Crafting a Killer Headline

Your headline is the siren call to your postcard, the beacon that guides lost ships to shore—or, in this case, disillusioned homeowners to your expertise. It needs to be powerful, action-driven, and packed with the promise of a solution.

Using Powerful, Action-Driven Language

The secret sauce to a headline that packs a punch? Active language that propels the reader into imagining a brighter future. Your choice of verbs and adjectives can make or break the impact of your headline. Words like “Transform,” “Revive,” “Unlock,” “Discover,” and “Achieve” are not just words; they’re beacons of hope.

Here’s the formula to keep in mind: Action Verb + Desired Outcome + Emotional Trigger = Killer Headline

Examples of Headlines That Convert

Let’s put theory into practice with some expired listing postcard template for headlines. These are not just headlines. Think of them as your opening argument in the case of Why I Should Be Your Realtor. You can just refer to just one example and try to replicate it.

“Transform Your Unsold Home into a Hot Property Overnight!”

Why it works: It promises a swift and dramatic change, tapping into the homeowner’s desire for quick results.

“Unlock the Secret to Selling Your Home in a Buyer’s Market”

Why it works: It hints at insider knowledge, making the homeowner curious about what they might be missing out on.

“Revive Your Listing: How We Turn ‘Expired’ into ‘Extraordinary’!”

Why it works: It reframes a negative situation (an expired listing) as an opportunity for an exceptional turnaround.”

“Discover the Difference: How Our Unique Strategy Sells Homes Fast”

Why it works: It aligns with the homeowner’s ultimate goal (selling their home) and offers hope for a new beginning.

“Achieve Your Selling Goals with a Fresh Start for Your Listing”

Why it works: It positions your approach as both different and effective, inviting homeowners to learn more.

3. Design That Grabs Attention

Imagine, for a moment, the journey of mailed postcards from mailbox to house. It competes with bills, flyers, and maybe a magazine or two. To stand out, it needs to shout (visually, of course), “Hey, look at me!” This is the essence of visual fascination. A postcard, thoughtfully designed, doesn’t merely catch one’s initial glance; it mesmerizes, gently insinuating the possibilities that unfold with sustained attention.

Tips for Choosing Images and Colors

Images: The right image can speak volumes. For an expired listing postcard, choose images that evoke emotions of hope, success, and satisfaction. A photograph of a family radiating happiness as they stand before their brand-new house resonates deeply. Beyond a structure, it symbolizes hopes, an impending adventure, and a life poised for new beginnings.

Colors: Colors have psychology. Blue evokes trust; green speaks to growth; yellow shines with optimism. Use colors that align with the emotions you want to evoke. Remember, your postcard isn’t just being seen; it’s being felt.

Layout Strategies That Guide the Reader’s Eye

Hierarchy: Our design strategy for the postcard should emphasize a structured visual flow that captivates the reader right from the start. Kick off with the headline as the focal point, and utilize a combination of size differentiation, color contrasts, and strategic spacing to forge a journey that naturally navigates the eye through each successive element.

Balance: A well-balanced design feels right. It’s pleasing to the eye and makes the information easy to digest. Play with symmetry and asymmetry to find a layout that feels both dynamic and stable.

Whitespace: Embrace the power of empty space! It’s not about wasted space; rather, it’s a crucial design element that declutters your work and highlights your main message.

Call to Action: Your CTA should be the final destination of the reader’s journey. Make it pop with a contrasting color or a bold design element. It’s your final pitch, your “ask,” so make sure it’s impossible to ignore.

4. Compelling Copy that Sells

First off, your content needs to connect on a human level. This means understanding the emotional rollercoaster that comes with having an expired listing. Your words should reach out and say, “Hey, I get it. This stinks. But guess what? I’ve got your back.”

Here’s how to do it:

Be Genuine: Skip the jargon. Speak like a human to another human. 

Use Empathy: Acknowledge their frustration without being patronizing. A simple “It’s incredibly disheartening to see your home sit on the market” can go a long way.

Offer Hope: Quickly pivot to how you can help. “But here’s the good news…” is a great segue into your value proposition.

The Balance Between Information and Persuasion

This postcard serves a dual purpose: not only does it offer encouragement, but it also acts as a compelling argument to sway a lead into becoming a client. Finding the right equilibrium between allowing prospects receive valuable information and coaxing them into action is important.

Educate: Share a quick win or a nugget of wisdom they can use immediately, even if they decide not to call you. This builds trust.

Persuade: Follow up with how you can offer them even more value. Use ‘Imagine if…’ as a key phrase.

Incorporating Testimonials and Success Stories

Demonstrating your capabilities with evidence of past business success speaks volumes. A brief testimonial or success story from a satisfied client can elevate your postcard beyond mere marketing material into a persuasive example of your achievements.

Keep it Short and Sweet: With limited space, opt for concise, powerful testimonials. Consider something like, ‘Our house was on the market for half a year until John Doe stepped in and sold it in just 10 days!

Make it Relevant: Choose a story or testimonial that directly addresses the pain points of customers having an expired listing. This increases relatability and impact.

5. A Call-to-Action That Can’t Be Ignored

The secret to a motivating CTA lies beyond the words—it’s in your approach and how you emphasize urgency. Ensure your CTA is clear, enticing, and signals immediate action, framing it as a critical move towards addressing their needs.

Here’s how to craft that CTA:

Be Direct: Use action words that leave no doubt about what you want them to do. “Call,” “Visit,” “Start,” “Discover” – these are your best friends.

Add Value: Make it clear what they’ll gain by taking action. Instead of a bland “Call us,” try “Call us to unlock your home’s potential.”

Create Urgency: Suggesting a time limit can spur action. “Schedule your free consultation within the next 48 hours to kickstart your sale.”

Placement and Design of Your CTA for Maximum Impact

Positioning and styling your CTA on your postcard are key elements that can lead to either the acquisition of a new client or the loss of a potential one. It isn’t just a decorative feature; it’s the guiding signal for the next course of action.

Placement: Your CTA should be in a spot where the eye naturally lands after taking in the content. This is typically at the bottom right, but don’t be afraid to break the mold if your design calls for it.

Design: Make it pop! To make your CTA truly stand out, select colors that offer a sharp contrast to the rest of your design elements. Should your design predominantly feature blues and greens, incorporating bright colors such a striking orange or a deep red for the CTA can really make it pop.

Size Matters: Your CTA should not overpower your main message but must be sizable enough to be spotted easily. Consider it like a well-mannered party-goer who still stands out to all the guests.

6. Making It Personal

Imagine sifting through your mail. Bill, bill, junk, oh—what’s this? Visualize a postcard that doesn’t just have your name added as an afterthought in a font that doesn’t match, but includes your name as a key element of the message, suggesting it was personalized just for you. This is the kind of individual touch we’re dedicated to achieving.

Here’s the scoop on customization:

Use Their Name: This is direct mail and email marketing 101. Seeing their name makes the recipient pause and pay attention. This is a basic method, but it’s highly effective.

Reference Their Situation: Show empathy towards what they are facing, without appearing too prying or invasive. “Noticed your house has been on the market for a while?” is a good start.

Offer Tailored Advice: If you can, offer a piece of advice that feels tailored to their situation. “Homes in [Their Neighborhood] are hot right now, and here’s why…”

The Power of Personalization in Direct Mail Marketing

Personalization is not just a fancy trick; it’s a powerful tool. It has the power to turn your postcard from unnoticed mail into a valuable message that resonates deeply with the person receiving it. Here’s why it’s so effective:

Increases Engagement: Personalized mail is more likely to be read and remembered. It stands out in a mail stack.

Builds Connection: It shows you care enough to go beyond a one-size-fits-all approach, fostering a sense of connection and trust.

Boosts Response Rates: Tailoring messages to individuals can markedly boost the probability of eliciting a response. It resembles the effect of using someone’s name in a bustling environment—they’re more inclined to pay attention.

The Importance of Tracking and Follow-Up

Methods for Tracking the Success of Your Campaign

Before anything else, how do you determine if your postcard is the mailbox highlight or just an additional piece of mail? The secret is in tracking, my friends.

Here’s how to keep an eagle eye on your campaign:

Unique URLs or QR Codes: Add these to your postcard. They’re not just fancy tech gizmos; they’re your window into how many folks are taking action after reading your postcard.

Track Phone Calls: If you’re asking folks to ring you up, consider using a unique phone number for this mailing campaign. This way, you’ll know exactly who’s calling because of your postcard.

Ask Directly: Sometimes, the old ways are the best ways. When you get a response, just ask, “What did you think of the postcard?” Feedback is gold.

Follow-Up Strategies to Keep the Conversation Going

Okay, so your postcard got their attention, they reached out, and now? Well, now it’s time to keep that conversation rolling. Follow-up is where potential leads turn into real estate clients who’ve put their full trust on you.

Here’s the lowdown on effective follow-up:

Be Prompt: Quick responses show you’re attentive and eager. Don’t let that hot lead cool off!

Personalize Your Follow-Up: Remember what we said about personalization? It’s not just for postcards. Tailor your follow-up to their specific situation.

Provide Additional Value: Offer something more in your follow-up. Maybe it’s an invite to an open house or a free ebook on staging homes. Make them feel special.

Keep It Consistent: One follow-up isn’t always enough. Have a plan for a series of follow-ups for your expired listing postcards, but keep them spaced out. You want to be persistent, not pesky.

Wrapping It Up

By following these steps, you’re not just sending out a message. You’re starting a conversation. You’re showing expired listing homeowners that there’s hope—and that you’re the right person to deliver on that promise. So go ahead, take these strategies, and turn those expired listings into your next success stories. The opportunity is knocking. It’s time to answer the door.

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