AI Systems Instructor • Real Estate Technologist
Quick Answer: Use your Context Card and sale details to generate postcard copy that leads with neighborhood market data, references the specific sale as proof, and ends with a value-offer CTA instead of a generic 'call me.' Data-driven postcards outperform announcement postcards every time.
Just sold postcards are the original real estate marketing play. But most agents' postcards say the same thing: 'Just Sold! Thinking of selling? Call me!' That's not marketing—that's an announcement. This guide shows you how to use AI to create just sold postcard copy that actually generates listing leads by including market context, neighborhood relevance, and a specific reason for the homeowner to pick up the phone.
Collect: sold address, sale price, days on market, whether it sold above or below asking, and 1-2 key facts about the home (updates, size, lot). Then pull neighborhood context: how many homes sold in the past 90 days, average price per square foot, average DOM. This market data is what transforms your postcard from an announcement into a marketing piece.
Tip: If the home sold over asking or in under 10 days, lead with that. 'Sold in 6 days, $15K over asking' is a headline that gets postcards read instead of recycled.
Choose your angle: speed sale (emphasize fast DOM and your marketing strategy), above-asking (emphasize competitive pricing and buyer demand), or neighborhood value (emphasize rising prices and equity growth). Your angle determines the headline, body copy, and CTA. Load your strategy into the HOME Framework.
Tip: The best angle is the one that's most relevant to the neighbors. If home values are up 8% in the neighborhood, lead with equity growth. Every homeowner on the street wants to know what their home is worth.
Hero: You are a direct mail copywriter for real estate marketing. Outcome: Write a just sold postcard with headline (under 10 words), body copy (under 50 words), and CTA. Materials: Sale details, neighborhood market data, your angle. Execute: Direct and specific. Lead with the most compelling stat. Reference the neighborhood by name. CTA should offer something free (market analysis, home value estimate) rather than just 'call me.'
Tip: Generate 3 headline variations and pick the strongest. AI consistently produces better results when asked for options rather than a single output. Context Cards keep all variations in your voice.
Postcard copy needs to work in a small space. Apply the OODA Loop: can the headline be read from arm's length? Is the body copy scannable in 5 seconds? Is the CTA a clear, single action? After finalizing copy, add your headshot, contact info, and branding. Consider handwriting the address side for higher open rates.
Tip: Include a QR code linking to a free home value tool or your market report. It bridges the physical postcard to a digital conversion point.
[Context Card loaded] Hero: You are a direct mail copywriter creating a just sold postcard for a real estate agent. Outcome: Write a just sold postcard with: headline (under 10 words), body copy (under 50 words), and CTA. Materials: - Sold: 456 Oak Ridge Dr, Brentwood TN - Price: $695K (listed at $679K, sold $16K over asking) - DOM: 6 days - Home: 4BR/3BA, 2,800 sf, built 2017 - Neighborhood: Oak Ridge subdivision - Market context: Average home in Oak Ridge selling for $238/sf, up 7% from last year - Angle: Above-asking speed sale proving strong buyer demand Execute: Bold, confident, data-focused. No fluff or generic phrases. The headline should stop someone sorting mail. CTA should offer a free home value estimate, not just 'call me.'
HEADLINE: Sold in 6 Days. $16K Over Asking. BODY: 456 Oak Ridge Dr just closed at $695K—$16K above list price with 4 competing offers. Oak Ridge homes are averaging $238/sf, up 7% from last year. Your equity position may have changed significantly. CTA: Want to know what your Oak Ridge home is worth in today's market? Scan the QR code for a free, no-obligation market analysis. --- ALTERNATE HEADLINE OPTIONS: 1. "Your Neighbor's Home Just Sold for $16K Over Asking" 2. "Oak Ridge Values Up 7%. Here's the Proof." 3. "4 Offers in 6 Days. 456 Oak Ridge Dr."
Mail just sold postcards to every home within a half-mile radius within 7 days of closing. Timeliness matters—the sale is neighborhood news. Delayed postcards lose relevance.
Track response rates by postcard angle (speed, above-asking, equity growth). Over 6 months, you'll know which angle resonates most in your market. Apply the 5 Essentials approach to measure and iterate.
Generate postcard copy for every closing, even if you don't mail every one. Build a library of angles and headlines. The best ones become templates for future mailings.
Pair just sold postcards with a social media post about the same sale. Neighbors see the postcard, then see your social post confirming the narrative. Multi-channel reinforcement builds credibility.
Writing 'Just Sold!' as the headline—the same headline every other agent uses
Fix: Lead with the most compelling stat: sale price vs. asking, days on market, number of offers. Specific numbers grab attention. 'Just Sold' is an announcement. '$16K Over Asking in 6 Days' is a story.
Including too much text on the postcard
Fix: 50 words max for body copy. Postcards are scanned in 3-5 seconds. If you can't read the entire message while sorting mail, it's too long.
CTA is 'Call me!' with no value offer
Fix: Offer something free: a home value estimate, a neighborhood market report, or a pricing analysis. Free value lowers the barrier to response. Context Cards help you craft CTAs that match your brand voice.
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