State of Direct Mail 2025 | Real Estate
Relevance is the only way to win the mailbox
In real estate, direct mail is everywhere, but that doesn’t mean it’s working. Nearly half of recipients toss it without reading. The opportunity lies in relevance: 73% of consumers still want to receive real estate mail, especially when it highlights just-listed homes, exclusive opportunities, or local market insights. To earn attention in a crowded mailbox, brands need to deliver timely, personal, and community-specific value.
Personalization and local signals are your best shot at getting read.
Generic mailers won’t make the cut. People are far more likely to engage when a piece feels specific – for example, it reflects knows who they are, where they live, and what they care about.
What would make you more likely to read direct mail from a financial services brand?
Mail still builds credibility, especially with men and high earners.
While most consumers say direct mail doesn’t impact their perception of a real estate brand, some groups are far more influenced than others. Men are twice as likely as women to view it as a credibility booster, and that perception jumps among those earning $100K+.
When a real estate brand sends you a piece of direct mail, how does it impact your view of the brand sending the mail?
Postcards outperform every other format.
Real estate mail has a format front-runner, and it’s not even close. Postcards are more likely to get read than letters, brochures, or booklets. They're simple, visual, and easy to digest, everything consumers want in a quick mail moment.
Which of the following formats of direct mail are you most likely to read if it is sent from a real estate brand?
Consumers want listings, insights, and open house invites.
Just listed updates, off-market opportunities, and local market trends top the list of what consumers actually want to receive in the mail. And the more targeted the outreach, the better. Millennials want access to exclusives, Gen X loves branded items, and higher-income consumers want home value estimates and open house invites.