Direct Mail Best Practices
Postcards and handwritten letters are an excellent way to reach motivated sellers and increase your inbound leads. You send out mailers to your prospects once a month, and simply wait for the calls to come in. This allows you to spend time on driving other parts of your business, like managing an ongoing project or networking with new realtors.
Tips for a standout direct mail campaign:
- Consistency – The Golden Rule of Marketing. Don’t lose momentum or give up early.
- Personalize your mailer and messaging. Send something YOU would want to receive.
- Additional Marketing Channels. Hit them in more place than one. RVM, Email, SMS.
Combining these 3 tactics will give your campaign a greater chance at conversion and beating the competition. High quality mail pieces tend to work better in upscale and competitive markets. Leveraging OPENHOUSEit’s mailing expertise and proven mailer templates, you can direct mail with confidence to your prospects.
Postcards or Letters??
This has been debated for years by successful investors on each side. In our opinion, a higher quality mail piece like a handwritten letter always provides a higher chance to receive a response. However to a motivated seller, you really just need to send them something, but at the right time. Send both postcards and letters to really determine how your market reacts. Some clients have success with an all postcard campaign, and others prefer letters to introduce themselves.
Keeping record of your mailing campaigns performance is critical to improving your results on an ongoing basis. Like any other form of marketing, you need to be creative and innovative to stay ahead of the competition. Let your imagination fly with this. No one likes receiving a classic yellow letter or another spammy pink postcard.. send them something that represents you well.
Just meet with one of our Direct Marketing Coaches to get advice on mailer strategy and content. We can set you up that day with a tailored campaign that fits your needs.
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Response Rates
Direct Mail: 0.25% – 1%+ Response Rate
Ringless Voicemail / SMS : 95%+ Open Rate. 1-10% Response rate.
Email Marketing: 10-20% Open Rate. 1-5% Response rate.
Conversion Rate
This will always depend on your level of experience, your investing goals, and the sellers situation. That being said. You should be converting one in every 10 to 20 “Leads”
A Lead is someone who expresses interest about selling their home after receiving a piece of marketing. To get to this point you would have had at least one qualifying conversation with them, or have visited the property. Maybe they ask you for a cash offer right over the phone. Or want to know the value of their property before coming up with an asking price.
To seal the deal you need to identify the sellers motivation, gain their trust, and provide them a fair price for their property. Always perform due diligence before making a serious offer for any property. One of the quickest ways to lose trust from a seller is to change your offer amount.
For more insight on navigating conversations with sellers, check out our Talking to Sellers article and download our scripts for talking to sellers and Cold Calling.
