4 Direct Mail Strategies to Win Listings in 2025 (Why Postcards & Letters Crush)

You might be thinking, “Does direct mail work in 2025?”

Trust me, you’re not alone. But here’s the interesting thing: direct mail continues to thrive, and in some ways, it’s making a comeback.

Direct mail outperforms digital channels in terms of response rates with a 4.4% rate compared to email’s 0.12%. Over the past decade, many businesses have abandoned traditional marketing channels and flooded the digital world.

Well, this exodus has led to a less noisy mailbox for marketers.

And I want everyone to pay attention to this: you’re not just sending out random junk mail. You’re crafting targeted, local-specific mail pieces that speak directly to homeowners in your market. When done right, this form of “snail mail” can feel oddly personal, especially compared to the thousands of digital ads people scroll past daily. That’s why direct mail has a shot at becoming your secret listing appointment generator in 2025 and beyond.

I’ll give you an example of this. A friend of mine in Sacramento decided to mail out just 200 postcards a month in a tight-knit neighborhood. She featured a neighborhood market update—average days on market, recent sales, that sort of thing—and included a simple call to action to scan a QR code for a home valuation. Within two months, she got four calls that turned into two listing appointments—and one closed sale. The ROI was insane for such a small mailer.

Why does this matter? In the real estate industry, trust is huge. People need to see and hear from you multiple times in different ways. When a potential seller sees your face on a postcard and your name in their mailbox, it’s tangible. Plus, direct mail can give you a chance to flaunt your brand colors, your unique style, and maybe an intriguing teaser for your next YouTube video or local blog post.

Now, what I love about direct mail is that you can cross-promote your digital channels. Add on a QR code that drives traffic to your website, or to your “Just Sold” reel on Instagram. It’s the old meeting the new, which can make a memorable combo. And by the way, you can even design your mailers in Canva or automate your campaigns using a service like Lob—so it doesn’t have to be complicated or time-consuming.

In this article, you’ll learn four direct mail strategies that I’ve tested (and seen other top agents test) to win more listings. We’ll talk about offering home valuations, sending “Just Sold” postcards, targeting expired listings, and reaching out to FSBO sellers. Each of these approaches is proven to spark interest in homeowners who need your help.

Ready to step up your game? Let’s get moving.

Strategy #1: Offer Home Valuations to Homeowners

You’ve probably heard this before—homeowners love to know what their place is worth. Especially in a shifting market, they’re hungry for data. “Is my home value up?” “Could I possibly sell for more than I paid last year?” So, your first direct mail tactic is to offer a free home valuation or CMA (Comparative Market Analysis).

Why it works

An agent in Southern California tried this approach. He sent 5,200 post cards to his farm. He had 600+ scans, 11 appointments, and 5 listings that added $28 million to his production in 2024! And by the way, he kept the design super clean—a bold headline saying, “Name Your Price” and a QR code. That’s it.

The interesting thing is that minimal copy can be more impactful. People’s attention spans are short, so you have a split second to communicate your message. Home valuation postcards should feel like an invitation, not an essay.

Pro tips

1. Use a QR Code: Direct them to your website or a landing page where they can input their address for an automated valuation or request a more detailed CMA.
2. Stay on Brand: Use your brand colors, fonts, and possibly a professional headshot so they remember your face.
3. Hire a Designer: If graphic design isn’t your forte, invest a little in a pro or use Canva templates that match your brand.

Key takeaway

Keep it clean and straightforward. Less copy, big bold headline, easy contact method. Home valuation is still a top-of-funnel magnet for sellers in 2025.

Strategy #2: Send a “Just Sold” Listing Postcard to Neighbors

Every time I’m on the road, agents come up and ask me if sending a “Just Sold” postcard is too cliché. And done well, it’s anything but. When a home sells in a specific neighborhood, neighbors tune in. They wonder, “Hey, if that house sold for top dollar, maybe mine can too.”

Why it works

This approach plays on simple neighborly curiosity. If you were the listing agent who sold a nearby property, flaunt that fact. Show off the final sales price if it’s a brag-worthy number (as long as your sellers are comfortable sharing). Or highlight how many offers you received, how fast it sold, or how close it was to the listing price. This kind of social proof can position you as the local expert who gets results.

A real example

I want everyone to pay attention to the perfect prospecting from a realtor friend of mine—let’s call her Becky. She sold a mid-century modern home in a trendy part of town. She sent out a “Just Sold” postcard to the 70 other homes on the street, showcasing before-and-after staging photos. She also mentioned, “We received 7 offers in the first 4 days on the market,” and “Sold at $25k over asking!” That postcard had a mini bulleted list describing how she marketed the property:

• Professional photography
• Targeted online ads
• Virtual 3D tours

Becky got multiple calls from neighbors who had been on the fence about selling. Turns out, they were impressed by her marketing approach. Two new listings came out of that single postcard drop.

Step-by-step

1. Highlight the story: “This home sold for $XXX,XXX in Y days.”
2. Include visuals: A gorgeous image of the property or a collage of marketing shots.
3. Add a CTA: “Curious how this sale affects your home’s value? Call me for a quick chat.”
4. Personal note: “I loved working with the Smith family—thanks for trusting me with your sale!”

Stats to share

According to NAR, 81% of sellers contact only one agent before listing. If your postcard is on top of their mail stack when they decide to sell, guess who they’re calling?

Strategy #3: Expired Listing Letters

Now what I love about targeting expired listings is that you’re focusing on homeowners who are actively frustrated. They tried to sell, but it didn’t work out. The question is, do they still want to sell or have they thrown in the towel? Often, they want to try again—just with a different agent who can actually close the deal.

Why does this matter for 2025?

Many markets are shifting. Interest rates fluctuate, and sellers who jumped in too high might have had their listings go stale. Expired listing data is relatively easy to source (through your MLS or a third-party data provider). That’s why it’s still worth your time.

Multiple touches matter

The interesting thing is, a single letter might not cut it. According to direct mail data, repeated exposure can significantly improve response rates. So consider a 3-to-7 letter sequence spaced out over several weeks. Yes, it’s more work, but trust me—some expired sellers will ignore your first letter but open your third when they realize you’re persistent and serious about helping them.

Personal anecdote

I helped an agent with this approach years ago—didn’t quite go as planned because we only sent one letter. Surprise: Zero calls. The next time around, we mailed a letter once a week for four weeks. The second letter included a small bullet list of marketing strategies the agent uses, plus a mini “expired listing success story” (how he saved a previous client’s listing from certain doom). By the third letter, he had two phone calls from expired leads, one of which turned into a listing he eventually sold.

Letter vs. postcard

For expireds, I often recommend letters. They feel more personal. You can address them directly: “Hey, I noticed your home at 123 Elm St. didn’t sell. I’m sorry to hear that—let’s chat about what might’ve gone wrong and how we can turn it around.” A postcard might be overlooked as just another ad, but a letter can create a sense of individual attention.

Our Expired Marketing Blueprint shows you exactly how to craft letters that get noticed and get responses. If you want to make your expired listing mailers stand out, click here to start your free trial with Listing Leads today. 

‍

How to find expired listings

• MLS: Filter for properties marked as expired in the last 30 days.
• Data providers: Some companies compile expired listing data for you, including contact info. (Just ensure you follow local rules about contacting homeowners.)
• Circle Prospecting: Combine an expired listing approach with phone calls if you have their number.

If you’ve never tried an expired sequence, draft your first letter this week. Keep it short, empathetic, and solution-focused.

Strategy #4: Market to FSBO

FSBO (For Sale By Owner) sellers often believe they can do everything themselves—until they hit a snag. According to NAR, FSBO sales can net lower final prices than agent-assisted sales, partially because of less marketing exposure or negotiation experience. This is your chance to show them how an agent’s expertise can really pay off.

Stats to persuade

The average FSBO home sold for around $380,000, while agent-assisted homes sold for about $435,000, according to NAR data. FSBOs usually sell for less on average. If you’re sending direct mail to FSBO addresses, highlight this price disparity in a friendly (not scolding) way.

Quick anecdote

Every time I’m speaking at events, agents come up and ask me how to approach FSBOs without sounding condescending. One agent I coached in Florida mailed out a letter that said:

“Thinking of Selling Without an Agent? Here Are 3 Myths That Might Surprise You…”
She listed quick bullet points about hidden fees, marketing reach, and negotiation pitfalls. Then she offered: “Want to chat about how I might help you net a higher price? Call me, no obligation.” She told me that out of 20 letters she sent, she got two leads within two weeks. One said, “I’m overwhelmed—let’s talk.” That turned into a listing contract. Bingo.

Practical steps

1. Find FSBO listings online—websites like Zillow often have FSBO sections.
2. Mail a short letter that includes data on FSBO vs. agent-assisted final sale prices.
3. Be empathetic—acknowledge that they’re trying to save commission, but outline how an agent might net them more money overall.
4. Offer a “no pressure” call or a free consultation.

Ready to Step Up Your Game?

So, we’ve covered four potent strategies for using postcards and letters to boost your listing pipeline:

1. Offer a Home Valuation: A surefire way to fill your listing pipeline.
2. Just Sold Postcards: Leverage neighbor envy and social proof.
3. Expired Listing Letters: A 3–7 touch sequence can resurrect those overlooked sellers.
4. FSBO Outreach: Show them how an agent’s expertise can outperform a go-it-alone approach.

And I want to make sure you don’t miss this: Consistency is everything in direct mail. Whether you’re sending postcards every other week or letters monthly, you’ve got to keep showing up in that mailbox. A one-off postcard rarely cuts it. Repeated mailings lead to a compounding effect—people start recognizing your name and brand.

Next Steps: Plug into Our Direct Mail Templates

If you’re itching to get started but need some help with design or messaging, check out ListingLeads.com for direct mail templates crafted specifically for real estate agents. We’ve got everything from “Home Valuation Postcards” to “Expired Listing Letters,” and these campaigns have been proven to win listings. 

• Try at least one new strategy in the next 30 days.
• Block out time to craft or customize your direct mail piece—maybe even hire a pro to design it if that’s not your strong suit.
• Track your results: Use a unique phone number, domain, or QR code so you know exactly how many leads come from each mailer.

So, are you ready to step up your game? Grab that mailing list, design a killer postcard or letter, and get them in the mailbox. Your next listing appointment might come from a simple, well-timed piece of snail mail.

‍