The “Set It and Forget It” Campaign: A Smart Strategy for Real Estate Agents

As someone who’s spent decades in the real estate industry, I can tell you one thing for sure: being consistent with your direct mail marketing is crucial for success.

But staying consistent can be tough, especially with the daily demands of running a real estate business.

That’s where the “Set it and Forget it” direct mail campaign comes in.

What Is the “Set It and Forget It” Direct Mail Campaign?

The “Set it and Forget it” campaign is a direct mail strategy that allows real estate agents to regularly reach the same neighborhood, or “farm,” every month without having to think about it after the initial setup.

It’s about putting your marketing on autopilot so you can focus on what you do best—serving your clients and closing deals.

Here’s How it Works

You set up a recurring postcard mailing to a specific area. Once it’s set up, the campaign runs on its own, sending out one postcard a month to the same group of people. Over time, this helps build brand recognition and keeps you top of mind with potential clients.

Wise Pelican offers a direct mail subscription plan that allows you to leverage discounted bulk prices for your direct mail campaign.

Our expert account executives (who are seasoned industry experts) will guide you through the entire process and have your campaign set-up in less than 1 hour.  Once your campaign has been set-up there will be nothing left to do. 

Your direct mail campaign will now be on autopilot.

Why this works

The reason this strategy is effective is simple—real estate is a business that thrives on familiarity and trust. When people in a neighborhood see your name and face consistently, you become the agent they think of when they’re ready to buy or sell.

Here are a few key points to consider:

• Farming a neighborhood: The “Set it and Forget it” campaign focuses on farming, which means targeting the same neighborhood month after month. This builds recognition and positions you as the local expert.
• Long-term impact: The longer you run the campaign, the stronger the results. It’s not about immediate returns; it’s about playing the long game. Over time, your presence in that neighborhood becomes a given.
• ROI potential: While we don’t have exact sales data, the general rule of thumb is that consistent marketing leads to consistent results. For example, even if only 1.4% of your recipients scan the QR code on your postcard, those are warm leads that you can turn into clients.

Calculate Your Profits

The Proof  Is In The Pudding

When it comes to the “Set it and Forget it” direct mail campaign, the potential profit you stand to gain is significant.

Here’s a closer look at how this strategy can impact your bottom line:

• Initial investment: Commit to mailing 1,000 postcards monthly (at 0.97c/postcard). Over the first three months, your total investment would be approximately $970 per month, totalling $11,640 for the year.
• Expected listings: In the first three months, you might not see immediate listings. However, as consistency builds, expect to secure 1 listing by months 4-6, another by months 7-9, and 2 more by months 10-12. By the end of the year, this strategy can yield 4 listings.
• Average listing price: Assume an average listing price of $420,800. This means that each listing could potentially generate significant revenue.
• Commissions: With an average commission rate of 3%, each listing can bring in around $12,624. With 4 listings, your total commission could reach $50,496.
• Return on Investment (ROI): The expected ROI is substantial. While the initial months may show a slower return, by the end of the first year, the ROI can soar to approximately 334%. If you maintain this strategy into the second year and beyond, the ROI can grow even further, reaching up to 925% in some cases​​.

At Wise Pelican you can opt for a direct mail subscription that will allow you to save costs on bulk mailers. Our subscription packages include access to our Mailing List Pro software which you can use to create a mailing list with more advanced filters.

Making the Most of the “Set It and Forget It” Direct Mail Campaign

Here’s how you can maximize the benefits of this campaign:

1. Commit to the process: Success with this campaign comes from sticking with it. Mailing postcards for just a few months won’t yield much. You need to commit for the long term to see real results.
2. Personalize your messaging: Even though the campaign is automated, make sure your postcards feel personal and relevant to the recipients. Use local market data, success stories, and community events to connect with your audience.
3. Proactive follow-up: The campaign will generate interest, but it’s up to you to turn that interest into action. Follow up on every lead promptly and professionally.

The Bottom Line

The “Set it and Forget it” direct mail campaign offers a way to stay visible in your target market without adding more effort to your plate.

It’s a low-maintenance, high-impact strategy that leverages consistency to build your brand over time. It frees you up to focus on closing deals, knowing that your marketing is consistently working in the background.

If you’re serious about growing your business, this is a strategy worth investing in.