Claire Johnson, Licensed Real Estate Salesperson

BACKGROUND

Claire is a licensed Real Estate Professional servicing residential properties in coastal New York. She has received several awards at her current brokerage, such as Top Producing Agent every year for the last 7 years. She has sold over $40m of Luxury Real Estate from 2020 to 2022, and was ranked the #9 agent in her area by transactions in 2021.

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‍CHALLENGE

Claire’s challenge is to establish and maintain her presence in the Coastal area of New York. High interest rates and economic uncertainty, such as inflation, job security, and recession risks, can make homeowners hesitant to commit. Below are some area market facts:

• The median sale price of a home in the area was $1.6M last month, down 64% since last year.
• Average homes sell for about 6% below list price and go pending in approximately 63 days.
• Hot homes can sell for about 3% below list price and go pending in around 34 days.

Now more than ever, finding and securing her place in the market and thriving in the constantly shifting industry is crucial – and doing so starts with building authentic, lasting connections with clients.

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APPROACH

Claire selected IgnitePOST’s handwritten notes to reach prospective clients.  Claire’s first campaign was sent in October 2024, reaching an audience of approximately 2,000 recipients.  IgnitePOST worked with Claire and guided her through the process of narrowing down her niche.  Using Property Radar, IgnitePOST was able to extract property data based on the specific geographic areas, property types, and filters chosen by Claire.  This ensures the results are highly targeted and relevant

Following best practices, each card featured a striking local scenic image, a thoughtfully crafted message, and a prominently placed QR code, designed to prompt homeowners to scan for a free home evaluation, enabling Claire to capture valuable data and seamlessly integrate it into her broader marketing efforts. Blending visual appeal with strategic intent.

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Taking it a step further, Claire opted to use Dynamic QR codes, which assigns each recipient a unique code. QR codes are placed on the back of each card, along with her contact information: phone, email, and webpage, providing recipients with multiple ways to get in touch.   When scanned, Claire receives an instant email alert with the recipient’s name and address.  

In addition to the email alerts, all QR code scans are tracked in a spreadsheet, which dynamically updates as new scans come in, allowing Claire to follow up in real time and create highly personalized outreach opportunities and deeper engagement.  

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In a digital-heavy world, these handwritten notes feel authentic and memorable, showing genuine care and appreciation, and offering the added value of a free home valuation. IgnitePOST’s recommends consistently targeting the same audience every 6-8 weeks. Consistently sending handwritten notes is a timeless way to stay connected and build lasting relationships.

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‍RESULTS

After launching the handwritten note campaign with IgnitePOST, the agent saw promising results unfold over several months. She received a total of 82 QR scans between October and December 2024, reflecting a 4% response rate from QR scans alone. Notably, the recipients of these cards were a cold audience with no prior contact with Claire and no expectation of hearing from her. 

By implementing a handwritten card campaign with IgnitePOST, Claire had a 4% conversion rate, without integrating a follow-up email flow.  For maximum results, IgnitePOST recommends: 

• Narrowing down the list to 350-500, and consistently mailing to the same audience every 6-8 weeks.
• Adding all recipients to Claire’s outreach nurture flow. Based on client feedback and past results, this strategy has yielded a 30-40% response rate, with nearly half of the recipients engaging.

Claire received a 4% response rate from one handwritten card campaign, without including these recipients in her other marketing efforts. When employing the strategy above, these results could increase to 10-12%.   

This response rate underscores the power of direct, personalized communication in effectively engaging potential customers.  Adding additional services such as Dynamic QR codes with instant alerts that are tracked in a dynamically updating spreadsheet, empower Claire to trigger real-time, data-driven follow-ups that maximize engagement opportunities. 

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CONCLUSION

Amid homeowner uncertainty and fierce market competition, personalized, data-driven communication is key to standing out. Agents that embrace targeted, iterative outreach are better equipped to build lasting client relationships and drive sustainable growth. Consistently sending handwritten notes is a timeless way to stay connected and build lasting relationships.

If you’re interested in having IgnitePOST execute a similar strategy for your business, reach out to us today!  We’d be happy to work with you to craft, execute, and measure a similar strategy for your business!

www.IgnitePOST.com

support@ignitepost.com

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