According to Jimmy Mackin, Co-Founder of Curaytor and Listing Leads, now is the time to lock in next year’s listings through smart, high-impact direct mail.
“Here’s the truth,” Jimmy said.
“If your letters aren’t in their mailbox in December, your signs won’t be in their yards come next year.”
For many agents, direct mail feels old-school.
But Jimmy says it’s one of the fastest ways to generate listing conversations right now, if you get three things right: timing, targeting, and messaging.
Why direct mail still works
Jimmy said too many agents avoid mail because they’ve heard it takes 12 to 18 months to see a return.
“That story stops people before they even start,” he said.
“What we’re seeing right now are campaigns that deliver results in weeks, not months, when they’re done right.”
The secret is to be timely, precise, and intentional.
“There has to be a reason for the letter,” Jimmy said.
“A listing just sold. An open home drew big crowds. Rates have shifted. Give them something that feels urgent and relevant.”
Targeting matters just as much.
“Don’t waste money mailing people who bought two years ago, they’re not selling,” he said.
“Use your data or AI tools to find the hotspots, the pockets where turnover is 10 to 15 per cent instead of five. That’s where the gold is.”
And finally, your message must motivate action.
“It’s not about pretty design. It’s about the right story, to the right people, at the right time.”
1. The “Not Just Sold” campaign
If you sold a property six months ago and never sent a “Just Sold” card, Jimmy says it’s not too late.
“This campaign turns an old sale into a new opportunity,” he explained.
“You tweak the message to say: ‘It’s been six months since I sold your neighbour’s home — here’s what’s happened since.’ Give them updated stats and a reason to believe it’s still a great time to sell.”
He suggests a short, text-style letter with real local data and a clear call to action: ‘If it’s been more than six months since your last update, text me for a free valuation.’
“It’s simple, personal, and it works,” Jimmy said.
2. The “Show the Sweat” postcard
When homes take longer to sell, honesty wins.
“One of the best-performing campaigns right now starts with a headline that says, ‘Not all homes are selling, this one did,’” Jimmy said.
“Then you tell the story of what it took, the first deal fell through, you regrouped, you closed clean. It shows persistence and professionalism.”
Short, real-world stories build trust. “You’re showing you’re relentless, the agent who gets it done when others can’t.”
3. The “Magic Buyer” letter
Every agent has a buyer they can’t quite place. The Magic Buyer campaign turns that frustration into opportunity.
“It’s a simple letter to homeowners: ‘I know you’re probably not thinking about moving, but I have a qualified buyer looking for a home just like yours,’” Jimmy said.
When done well, personalised, not mass-produced, it can generate calls within days.
“We’ve seen agents double-end deals worth millions from a few hundred dollars’ worth of letters,” he said.
“Send 100 great ones instead of 1,000 generic ones.”
4. The “Reasons to Sell” campaign
This one is all about timing and psychology.
“Some owners are nervous, they’re hearing all the negative headlines,” Jimmy said.
“This campaign reframes that conversation with three reasons why now’s still a smart time to sell.”
He suggests focusing on facts like improving buyer affordability, stabilising prices, and growing demand in specific suburbs. “It’s direct response marketing at its best, simple, conversational, and reassuring.”
5. The “Silver Tsunami” blitz
If you’re not marketing to downsizers, you’re missing half the market.
“Homeowners over 60 represent nearly 50 per cent of all listings,” Jimmy said.
“One of our clients sent seven letters in seven weeks to that group, and turned a $4,500 spend into over $100,000 in commission.”
Each postcard used everyday homeowner language, ‘This house feels too big for us,’ or ‘The maintenance is getting hard’, paired with a gentle invitation to chat.
“The only people who complained were other agents,” Jimmy laughed.
“That’s how you know it’s working.”
Set your foundation now
Jimmy’s advice is to start now, stay consistent, and combine your direct mail with digital touchpoints.
“The agents winning right now are operating on three levels, they’re engaging their database, converting it, and constantly building it,” he said.
“Mail isn’t old school anymore. It’s part of a modern mix that builds trust fast. Get your message right, hit the right homes, and your best year ever won’t start in January, it starts today.”
