For estate agents, direct mail is one of the simplest ways to cut through clutter and reach the people who actually influence property decisions: homeowners, landlords and local buyers. A well-timed, targeted piece through the door can generate valuation requests, open-house traffic and instruction leads — often at a lower cost per conversion than broad digital ads. Here’s how agents can use postal campaigns effectively.
Target your local area, not the whole town or city
Hyper-local relevance matters. Use postcode and street-level targeting to focus on streets with recent sales, properties likely to be on the market soon, or pockets where you want to build presence. Door-drops and A5 postcards are cost-efficient for local prospecting; personalised letters and DL packs work better for high-value prospects or landlords.
Show market insight, not just self-promotion
People respond to useful, timely information. Send brief market updates: recent sale prices on the street, how long homes are taking to sell locally, and simple valuation guidance. Include a clear invitation to request a free, no-obligation valuation via a PURL or QR code. Showing local expertise builds trust and prompts conversations.
Use formats that suit the objective
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Postcards (A6/A5): Great for quick invitations to open days, new-listing alerts or local market snapshots.
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DL letter + brochure: Ideal for seller packs, letting information for landlords or neighbourhood valuation invitations.
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Door-drop leaflets: Cost-effective for new-branch launches or urgent call-outs.
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Multi-piece packs: Reserve for high-value prospects—premium welcome packs with testimonials, recent sales leaflets and a personalised valuation offer.
Personalise with relevant data
Personalisation increases response. Address recipients by name, reference their street or property type, and use variable content to show comparable sales near them. Combine your CRM with public property data to tailor messages — a small detail like “We sold a 3-bed on your road for £X” raises curiosity.
Make responding effortless
Include a single, obvious CTA: a short PURL, big QR code, or a dedicated phone number. Offer multiple ways to respond so less-digital audiences aren’t excluded. Track which channel performs best and use that data to optimise future runs.
Time it to the market cycle
Mail around key moments: new listings in an area, local market reports, seasonal house-hunting peaks (spring/autumn), or after a neighbouring sale. For timed events (open houses), send a reminder a few days before and a follow-up the day before to maximise turnout.
Measure, test and refine
Run small pilots to test messaging, formats and timings. Use unique URLs, promo codes or phone numbers to attribute leads and calculate cost-per-instruction. Learn which streets, headlines and offers deliver the best ROI and scale those approaches.
Comply and protect data
Ensure you have a lawful basis for marketing, run suppression checks where necessary and handle data securely. Transparency and respectful frequency keep reputations intact.
How Herald Chase can help
Direct mail can be a high-impact, measurable channel for agencies that target smartly and follow up fast. If you’d like sample formats, postage options or a direct mail plan for your next neighbourhood campaign, book a free campaign review with our team at www.heraldchase.com
