If you’ve been in the real estate business for a long time, you’ve probably seen proof of production real estate postcards come in and out of fashion. You know the ones: oversized postcards with enthusiastic “Just Listed!” and “Just sold!” homes featured prominently across the front.

But when it comes to getting business, you may have wondered: do proof of production postcards really work, or do they just seem like bragging?

In the right market, real estate proof of production postcards can absolutely be a valuable marketing tool. People want to work with an agent they can trust. That is especially true in an uncertain market, when neither buyers nor sellers feel entirely confident in the value of the homes in question. “Just Sold!” postcards offer sellers reassurance that you’re moving houses, and that you’re getting good prices for your listings. When you put up solid numbers, sellers are more likely to be confident in your ability to get the job done.

“Just Listed” proof of production postcards can be effective for both potential buyers and sellers. Buyers love to look at houses, and the urgency factor of the postcard makes them more likely to look now (and possibly take a look at your other listings, as well). For sellers, recent listings offer social proof. They see that other people trust you with listings, so they are more likely to trust you themselves.

However, it is very important to choose your list and your market carefully when sending out real estate proof of production postcards, otherwise your campaign could backfire. If you’re targeting an area where the average home price is in the $500,000 range, you don’t want to send them proof of production postcards that highlight less expensive homes – the recipients won’t feel that you’ll be able to get top dollar for their listings.

Similarly, if you’re showcasing homes in the $500,000 range in an area where people are unlikely to get more than $200,000 for their home, potential clients won’t think that you’re a good match for their needs. Everyone wants to work with a realtor who can get them a great price, but they also want to know that you’ve got experience in their part of the market.

Finally, if you’re doing proof of production postcards, do them right! Go oversized, and make sure the sales numbers are eye-catching and easy to read. The point of a proof of production real estate postcard campaign is to emphasize your ability to make great sales. They might not be all bragging, but a good proof of production postcard should still brag just a little.