For decades, direct marketers have used a tried and true tactic to generate response. It’s simple, effective, and moves prospects a step closer to becoming customers.
That tactic is the “Business reply card.”
Generally included with a packet of information, it urges the prospect to fill out the card, check a box or two, and 
drop it in the mail. The card is pre-addressed and postage is usually prepaid. To ensure that prospects notice the cards, they are printed on colored card stock.
According to a direct marketing guru Summer Gould, the card is a visual indicator that says “This is one of those letters you’re supposed to respond to.”
Would this work for real estate?
Why not? At least, why not give it a try?
Include a direct response card the next time you mail prospecting letters.
Since the cards are sized to fit into your mailing envelope without folding, you can print 3 or 4 per page. Take them to your nearest quick-print and have them printed on card stock so they’ll make it through the mail.
Start with a test mailing. Then, if it works well, you can purchase a business return stamp imprint from the USPS to use in place of stamps. When returning cards are delivered to you, you’ll pay a bit extra, but you won’t pay postage for any cards that aren’t returned.
Be sure that your call to action includes an invitation to contact you by phone, text, email, or by returning your direct response card.
If you’re using my pre-written prospecting letters, you’ll need to add the card as an option.
Then, to make sure the test is worthwhile, do keep track of response. Which prospects received the card? Who responded – and in what manner did they respond?
Think about it. What questions would you ask respondents to answer?
The answer will necessarily depend upon your list. Are you mailing to a geographic territory or to a specific niche? What questions/answers will give you a good reason to call them?
Image courtesy of Felixco, Inc. @freedigitalphotos.net
