A moving company postcard campaign needs five decisions before it goes to print: which households to reach, which service to promote, how much to spend, where recipients should respond, and how to review the results. Agreeing on those decisions first gives the artwork and mailing a clear purpose.
This guide follows the Mover Lead postcard workflow, from reviewing property opportunities to approving the mailing and recording inquiries. Use it to prepare a campaign brief your sales, marketing, and operations teams can all follow.
Choose a territory your crews can serve
Start with the towns and counties where your company can reliably deliver the service on the postcard. Consider travel time, building access, crew capacity, and the kinds of moves you handle. An address inside a broad service area may still be a poor fit for a particular offer.
Review available moving leads and property filters before deciding the quantity. In Mover Lead, the county coverage map helps you choose your territory; household properties are reviewed in Cards or List view. Household listings do not have a property map.
Write down the boundaries of the campaign:
- The counties or towns you intend to serve.
- The moving services you are promoting and any service exclusions.
- The period when your team can respond to inquiries and perform the work.
- The person responsible for answering calls and preparing estimates.
For a first campaign, choose an audience and message that are focused enough to evaluate. Changing the territory, offer, artwork, and timing together makes it difficult to understand which change mattered.
Review the audience and the property context
Coming-soon, for-sale, and pending listings describe stages in a property transaction. They do not confirm that a household has requested an estimate, chosen a moving date, or needs a particular moving service.
Check the available property details and photos. A furnished-or-empty classification can help organize a review, but photos may be staged, incomplete, or older than the latest listing update. Keep human judgment in the selection process. Our guide to evaluating moving leads explains these limits in more detail.
Before approving recipients, check that the selected properties fit the campaign territory and message. If you are mailing to a previously used audience, review the current selection instead of assuming every property is still relevant. Keep a record of the approved audience so the team knows who the campaign was intended to reach.
Set a budget you can review afterward
Use the current quoted mailing price for the actual order. Confirm what it includes and whether design, printing, postage, or other services are charged separately. If your campaign requires additional spending, such as a landing page or call tracking, record that alongside the mailing cost.
Your campaign budget should include the expenses you intend to count when evaluating results. Use the same definition when comparing campaigns. Dividing recorded campaign cost by postcards sent gives a cost per sent piece; it does not tell you the cost of an inquiry or booking.
Review current Mover Lead plans and confirm the mailing total before approving an order. A subscription price alone should not be treated as the total campaign cost. Choose a quantity your budget and response team can support, without assuming a particular response rate.
Give the postcard one clear action
Make the moving company name, relevant service, and service area easy to find. Then choose a primary next step: call for an estimate or visit a page where the customer can request one.
A useful design brief includes:
- Audience: the selected territory and property context.
- Service: what you can provide to that audience.
- Message: the main reason to consider your company.
- Evidence: company details, customer feedback, or other claims you can substantiate.
- Offer: any promotion, with its eligibility, limits, and dates clearly stated.
- Action: the correct phone number or working estimate page.
For a real creative reference, see the front and back of the postcard in the Extra Mile Moving customer story. Use it to study how the company introduces its service and presents the response details. The featured offers and endorsements belong to that customer; your artwork should use your own accurate information.
Check both sides together. The recipient should understand the company and next step without having to search for a small line of contact information. Confirm any required mailing space and artwork specifications during the order review.
Test the response process before mailing
Call the number shown on the proof. Check the voicemail, business hours, and handoff to the person who provides estimates. A correct phone number still needs a clear response process.
Open the landing page on a phone, scan the QR code if you use one, and submit a test inquiry. Confirm that the page matches the printed offer and that the right team member receives the submission. Remove or clearly identify the test record so it does not become a campaign result.
Decide what the sales team will capture when a real inquiry arrives: the customer’s moving needs, the next action, and how they heard about you. A dedicated page or campaign code can help record a response, but customers may also encounter your business through search, recommendations, or other marketing.
Use this checklist before approving the order
- The selected recipients match the territory and service you intended to promote.
- The front and back use the approved company name, artwork, and contact details.
- Every offer and claim is accurate, and any limits or expiration date are readable.
- The phone number, QR code, landing page, and inquiry form have been tested.
- The quantity and final quoted cost match the budget approval.
- Your team understands the mailing schedule and any delivery information available.
- Someone is responsible for responding to inquiries and recording their source.
- You have saved the audience, artwork, offer, order details, and cost for the review.
Artwork approval and mailing approval are business decisions. Complete the checklist before authorizing the order, and retain the version that was actually mailed.
Measure activity and outcomes separately
Review postcards sent, available delivery information, inquiries, estimates, and booked moves as separate stages. A delivered postcard is not a booked move, and a booked amount is not collected revenue or profit.
Choose the reporting window before reviewing results. Allow for the time between sending, delivery, inquiry, and booking, and record which dates the report uses. A lead created during the campaign and a booking made during the same period are different groups of records.
Use postcard reporting for the evidence available to your account and follow the campaign measurement guide when comparing costs and outcomes. A matched record can help explain a customer journey; it does not establish that the postcard alone caused the booking.
After reviewing the campaign, choose a specific next change and explain why. Keep enough of the audience, message, and measurement approach consistent to make the next review useful.
A real postcard and audience example
Look at both sides of Extra Mile Moving’s customer artwork. Review how your own design introduces the company, explains the service, and gives the recipient a next step. Use an offer and supporting claims your company can honor.
Extra Mile Moving · Customer artwork
Prior customer creative. Featured offers and endorsements belong to Extra Mile Moving.
Read the Extra Mile Moving customer story for the original customer video and context behind this artwork.
Before mailing, review the properties against your service area and campaign criteria. The moving leads page explains territory selection and the limits of photo-based filters.
Download the postcard campaign planning worksheet (TXT)