For estate agents, property related businesses and property professionals, direct mail remains one of the most reliable ways to create local traction. A targeted letter through the door can spark valuation requests, prompt vendor instructions and drive footfall to viewings — especially when it’s hyper-local, timely and easy to respond to. Below are practical tactics and realistic examples you can use to turn mail into leads.
Start with precise targeting
The most successful property mailings are location-led. Target streets with recent sales, neighbouring streets where prices are rising, or areas where you want to grow market share. Publicly available sold-price data, local conveyancing records and CRM insight (recent enquiries, valuation history) help you build lists that matter — not just a scattergun drop.
Choose formats that fit the ask
-
Door-drop postcards (A5/A6): cheap, visible and perfect for promoting an open day or sharing a recent sale on the street.
-
DL letters + seller pack: for homeowner valuation offers — include a short market report and a reply-paid valuation form.
-
Multi-piece packs: use for landlord or investor outreach (brochure + case studies + return form) when lifetime value justifies higher cost.
-
‘Just sold’ cards: simple, timely and trust-building — ideal to prompt “what’s my home worth?” enquiries.
Practical mailing examples
-
A local branch runs a “Just Sold on Your Road” postcard within a week of completion, featuring the sale price and a PURL to book a free valuation. The immediacy and local proof usually prompt valuation requests from curious neighbours.
-
A regional agency sends a neighbourhood market snapshot to a 3,000-house postcode area ahead of spring — an A5 mailer with two short calls to action: request a valuation (phone) or view a concise online report (PURL).
-
For landlords, a targeted landlord pack (letter + benefits flyer + response postcard) outlines current yields, recent landlord wins and a limited-time management offer — ideal for converting passive prospects.
Make responding effortless and measurable
Include a single, simple CTA: a short PURL, a large QR code or a dedicated phone number. Track which channel converts best, and attribute leads by unique codes or landing pages so you can calculate cost per enquiry and refine future runs.
Time it to market signals
Mail around catalytic events: a nearby sale, a planning notice, new local transport announcements or seasonal peaks (spring/autumn). Follow up high-value neighbourhood drops with email or targeted social ads to the same postcodes for a reciprocal lift in conversions.
Test, refine and scale sensibly
Pilot different creatives and CTAs, then scale the winner. Test envelope teaser lines for letters and headline variants for postcards. Use small A/B samples to reduce risk and prove what resonates locally.
Mind compliance and data quality
Ensure you have the right lawful basis for any data used, run suppression checks where necessary and apply address hygiene to minimise returns and wasted spend.
How Herald Chase can help
If you’d like a ready-to-run direct mail campaign — lists, direct-mail creative, PURL setup and fulfilment — the Herald Chase team can put together a targeted pilot and a costed rollout plan. Book a free campaign review at www.heraldchase.com and we’ll map a practical approach to generate local leads.
