Real estate marketing built around the open house

What the sources document. Real-estate sources document neighborhood postcards that announce an open house and prospecting mail to renters or local households.

USPS Domestic Mail Manual 602.5 provides that each address, except for mail bearing an alternative address format, in a mailing at commercial First-Class Mail presorted or automation prices or USPS Marketing Mail prices is subject to the Move Update standard, and that each address and associated addressee used on the mailpieces in a mailing must be updated within 95 days before the mailing date with one of the USPS-approved methods, which include Address Change Service and the National Change of Address Linkage System (NCOALink).

USPS Domestic Mail Manual 602.5

direct mail marketing services →direct mail mailing lists →targeted direct mail →

What the playbooks document. Open-house playbooks document Facebook/Instagram paid promotion before an event.

Meta's Advertising Standards state that advertisers are responsible for understanding and complying with all applicable laws and regulations; that ads must not promote products, services, schemes or offers using identified deceptive or misleading practices, including those meant to scam people out of money or personal information; and that any United States advertiser or advertiser targeting the United States, Canada or certain parts of Europe that is running financial products and services, housing or employment ads must self identify as a Special Ad Category, as it becomes available, and run such ads with approved targeting options. The same standards state that Meta prohibits advertisers from using its ads products to discriminate against people, which means advertisers may not use its audience selection tools to wrongfully target specific groups of people for advertising or to wrongfully exclude specific groups of people from seeing their ads, or include discriminatory content in their ads.

Meta, Advertising Standards

digital advertising services →direct mail and digital marketing →

The two formats. The print formats researched for this vertical are open-house postcards and neighborhood postcards.

In house. Printing at MBI is commercial and variable-data printing produced in house.

USPS Domestic Mail Manual 201.1.2.1 sets the commercial card-price physical standards: a card is not less than 3-1/2 inches high, 5 inches long, and 0.007 inch thick; a postcard is no more than 6 inches high, no more than 9 inches long and no thicker than 0.016 inch; each stamped card or each half of a double-stamped card or double postcard is no more than 4-1/4 inches high, no more than 6 inches long and no thicker than 0.016 inch; a card more than 4-1/4 inches high or 6 inches long, or both, must be a minimum of 0.009 inch thick; the piece is rectangular, with four square corners and parallel opposite sides; and it falls within an aspect ratio (length divided by height) of 1.3 to 2.5, inclusive, with the exception that mailers may use an 11-inch by 8.5-inch sheet to create four identical-size postcards.

USPS Domestic Mail Manual 201.1.2.1

printing services →postcard mailing services →direct mail cost →

What the sources describe. Real-estate SMS sources describe opted-in listing alerts, open-house invitations/reminders, showing confirmations, and post-open-house follow-up.

CTIA's Messaging Principles and Best Practices state that message senders should support opt-in mechanisms, and messages should be sent only after the consumer has opted-in to receive them, and list entering a telephone number through a website, clicking a button on a mobile webpage, sending a message from the consumer's mobile device that contains an advertising keyword, initiating the text message exchange, signing up at a point-of-sale or other on-site location, and opting-in over the phone using IVR among the mechanisms by which a consumer might demonstrate opt-in consent. Message senders should also document opt-in consent by retaining seven kinds of data where applicable, among them the timestamp of consent acquisition and the consent acquisition medium.

CTIA Messaging Principles and Best Practices

CTIA's Messaging Principles and Best Practices state that message senders should ensure that consumers have the ability to opt-out of receiving messages at any time, should support multiple mechanisms of opt-out including phone call, email or text, and should acknowledge and honor all consumer opt-out requests by sending one final opt-out confirmation message per campaign; and that message senders should not use opt-in lists that have been rented, sold, or shared to send messages and should create and vet their own opt-in lists.

CTIA Messaging Principles and Best Practices

digital advertising services →direct mail and digital marketing →

The three concepts. Three campaign concepts are researched for this vertical: an open-house and neighborhood postcard campaign; Facebook/Instagram open-house promotion ads; and consent-based SMS listing alerts, open-house reminders, and lead follow-up.

One team. MBI is one company that plans, produces, and delivers direct mail, print and digital campaigns from a single team in DeLand, Florida, and data, print, and delivery have been in-house since 1989.

direct mail marketing services →financial services marketing agency →

The Fair Housing Act provides that it is unlawful to make, print, or publish, or cause to be made, printed, or published any notice, statement, or advertisement, with respect to the sale or rental of a dwelling that indicates any preference, limitation, or discrimination based on race, color, religion, sex, handicap, familial status, or national origin, or an intention to make any such preference, limitation, or discrimination — seven characteristics in all.

Fair Housing Act, 42 U.S.C. §3604(c)

digital advertising services →direct mail cost →