The latest consumer insights show direct mail isn’t just surviving in the digital age—it’s thriving. Here’s what every real estate agent needs to know.
The real estate marketing landscape has never been more competitive. With agents flooding digital channels and consumers feeling overwhelmed by endless emails and social media ads, smart agents are discovering an unexpected advantage: direct mail.
New research from Lob’s 2025 State of Direct Mail Consumer Insights report reveals that relevance is the only way to win the mailbox—and the data shows exactly how to make that happen.
The Credibility Factor: Why Mail Matters More Than Ever
Here’s a stat that should grab every agent’s attention: 32% of men view real estate brands as more credible when they receive direct mail—double the percentage of women at 16%. Even more compelling? High-income consumers earning $100k+ view real estate brands as 31% more credible when they receive direct mail, compared to just 18% among lower-income groups.
This isn’t just about getting noticed—it’s about building trust with the exact demographic most likely to buy and sell high-value properties.
Personalization and Local Signals: Your Best Shot at Getting Read
The research makes it crystal clear: generic mailers won’t cut it. Consumers are far more likely to engage when a piece feels specific to them. The key elements that drive engagement include:
- Offers or discounts (the top motivator)
- Information about products/services they’re already interested in
- Content from brands they already know
- Personalized elements like their name or local details
- Clean, professional design
For real estate agents, this translates to hyper-local content that demonstrates your neighborhood expertise. Instead of generic “I sell houses” messaging, successful direct mail includes recent sales data from their specific street, neighborhood market trends, and personalized property insights.
Format Matters: Postcards Are the Clear Winner
When it comes to direct mail formats, postcards outperform every other option. The research shows postcards are more likely to get read than letters, brochures, or any other format. They’re simple, visual, and easy to digest—everything consumers want in a quick mail moment.
This finding aligns perfectly with real estate marketing needs. A well-designed postcard can showcase a recent sale, highlight market statistics, and include a compelling call-to-action without overwhelming busy homeowners.
What Consumers Actually Want from Real Estate Direct Mail
The research reveals exactly what homeowners want to receive from real estate brands:
- Just listed or just sold property updates in their neighborhood
- Exclusive listings or off-market opportunities
- Local market trend reports
- Invitations to open houses or local real estate events
- Personalized home value estimates
Notice what’s missing? Generic “call me” messages. Today’s consumers want value-first communication that positions you as a local market expert, not just another agent looking for business.
The High-Income Opportunity
Perhaps the most compelling finding for real estate agents: 35% of consumers with incomes over $100k want personalized home value estimates, and 38% want invitations to open houses—significantly higher than other income groups.
This represents a massive opportunity. High-income homeowners aren’t just more likely to engage with direct mail—they’re specifically interested in the exact services real estate agents provide.
The Bottom Line: Relevance Beats Frequency
The days of “spray and pray” direct mail are over. The research shows that relevance is the only way to win the mailbox. This means:
- Know your farm area intimately and reference specific local details
- Provide genuine value through market insights and neighborhood data
- Use professional design that builds credibility
- Focus on postcards for maximum readability
- Personalize beyond just names—include property-specific information
Making It Work: The Automation Advantage
This is where automated farming platforms like Harvist become game-changers. Harvist delivers exactly what the research shows works: personalized postcards with local market data, automated timing that ensures consistency, and exclusive territory rights that eliminate competition in your farm area.
Instead of spending 8+ hours per month on manual campaign creation, printing, and mailing, Harvist handles the entire process while you focus on what matters most—serving clients and closing deals. The platform incorporates all the research-backed best practices: postcard format, local personalization, valuable market insights, and consistent 24-touch annual campaigns.
Your Next Move
Ready to implement a direct mail strategy that actually works? Harvist makes it possible to execute all these research-backed strategies without the manual effort that causes most farming campaigns to fail. From AI-powered content creation to exclusive territory rights, Harvist turns these insights into automatic market dominance.
Contact Harvist today to see how automated farming can transform your real estate business and put these proven strategies to work in your market.
