CASE STUDY
The Impact of Postcards Mailed
into Farm Areas
The following table summarizes our study into a large sample size of two groups of RSP USA clients: those who never mailed postcards into their Farm Areas versus those who did.
Number
of Agents/
Farms
Number of
Postcards
Mailed
Average
Number of
Listings
Average
List Price
Average %
Market Share
279 / 4,344 0 4.0 $709K 23.9%
109 / 747 101,546 6.4 $728K 29.2%
Difference 2.4 $19K 5.3%
+61% +2.6% +22%
CONCLUSIONS:
Agents mailing postcards in their Farm Areas averaged 61% more listings, 2.6% higher list prices, and 22% higher market share. On average, agents obtained one additional listing for every 340 postcards mailed into their farm areas representing a $20 return for every $1 spent**.
* Significant at 95% Confidence Level. Based on leads obtained in 2024.
** Estimate based on above table where List Price averages $700K. Assuming 50% of all listings sell for 90% of the original list price and the listing agent gets two-thirds of a 3% commission = $6,300. Divide this by the cost of mailing 340 postcards at 94¢ each yields an estimated $20 ROI.