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Case Study: Custom Greeting Cards
Gayle and Steve Zientek swear by their custom greeting card direct-mail campaign, which they say grew their referral business from 35 percent to 98 percent. Here’s how they did it.
January 13, 2014
Gayle Zientek, CRS, e-PRO, and her husband Steve create personalized greeting cards to keep in touch with their sphere and farm their market. The couple opened their own brokerage in 2012, Network Team Homes Realty in Portage, Mich., and has made their direct-mail campaign the cornerstone of their marketing plan.
Their vendor of choice is SendOutCards, which is an online greeting card and gifting company with a comprehensive contact manager.
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“The card catalog alone has over 17,000 cards in every category known to man,” said Zientek. “The best feature is the ability to create custom cards for any occasion using your own pictures. We are able to personalize the cards with our own handwriting and signatures.”
Zientek said they’ve used cards to follow up on listing appointments; send birthday greetings; thank people for referrals; and recognize clients’ life events such as marriages, new babies, graduations, vacations,
They’ve also decided to farm their neighborhood of 91 homes by sending out fun cards with local photos and current market statistics. “This will keep us top-of-mind when they entertain the thought of moving, or when they know of others in the area who may need a good agent,” she said.