The Guild of Property Professionals has announced the launch of its new Anniversary Cards feature, which is available within its property marketing platform.

Building on its mission to help agents identify and target areas with the highest fee-earning potential, the Anniversary Cards functionality introduces a unique opportunity for agents to further engage with homeowners within their area.

By leveraging Land Registry data, the Anniversary Cards feature enables agents to identify the anniversary of a home purchase within their area. Agents can then reach out to homeowners, even to those properties that they did not originally sell, with personalised, branded direct mail cards.

These cards can commemorate milestones ranging from the first year of home ownership to a silver anniversary, creating meaningful touchpoints that foster relationships and keep the agent front-of-mind.

Iain McKenzie, CEO of The Guild of Property Professionals, said: “The Anniversary Cards feature builds on our already robust capability to harness property data for actionable insights. By introducing this latest feature, the platform will further help agents deliver personalised and timely campaigns that resonate with homeowners, potentially converting these connections into new instructions. It’s a powerful tool for nurturing long-term relationships and driving business growth.”

The Anniversary Cards feature provides a whole-of-market approach, allowing agents to reach all homeowners within their target area, even to those properties that they did not originally sell. This ensures maximum exposure and positions the agent in front of the highest number of homeowners who are potentially contemplating their next move.

The process is straightforward: Agents access a dynamic dashboard to identify the areas that they would like to target and the anniversaries that they would like to celebrate.

They select from a catalogue of professionally designed card templates, which can be customised with the agent’s branding, logo, and messaging. The cards have dynamic fields for the year of anniversary and key property data, which the system with auto-populate onto the template.

Once the criteria have been set and the feature is turned on, the campaign will run automatically on the agent’s behalf, identifying and sending Anniversary Cards directly to properties in their area and within their specified criteria.

The Guild data-led marketing solution has empowered Guild Members with the tools and insights needed to understand their local markets deeply, identify high-value streets and localities, and execute tailored marketing strategies with precision.

“The addition of Anniversary Cards not only enhances these capabilities but also underscores the platform’s ability to transform raw data into meaningful relationships,” McKenzie added.