5 Reasons Why Your Real Estate Business Needs Direct Mail Marketing

If you are running a real estate investment business you are always looking for your next deal. One of the most effective, and perhaps unexpected, ways of generating real leads is a timeless classic – direct mail marketing.

In a world of smartphones and smart devices you wouldn’t necessarily think that something so analog as direct mail marketing would be an effective lead generation method for real estate – but it is!

Direct mail marketing, especially in real estate, is one of the best ways to connect with leads, build relationships and get your business in front of the right people. Physically sending out postcards or letters is one of the best ways to reach out to homeowners to show your interest in a direct yet passive way. This approach allows an investor to turn an awareness into a relationship over time without spending a ton of time and energy making calls and knocking on doors.

So why is direct mail marketing such an effective tool for real estate investors? Here are five reasons you shouldn’t count out the power of the mail…

It’s Cost-Effective 

One of the most important things about direct mail marketing for real estate is that it’s quite cost effective. In comparison to other marketing efforts that are less direct, direct mail costs less and has more inherent engagement.

Depending on what kind of campaign you are running and how many people you are sending to, the cost per piece could be less than 50 cents each! You can send to a few dozen leads or a few thousand. It’s easy to scale and only gets more cost-effective as you go.

Direct mail also has an excellent return on investment, specifically in real estate. Even if you send out thousands of postcards over the course of a year and get a handful of deals out of it your income will significantly outweigh the cost. Plus, you are building relationships over time that may come to fruition in the months and years ahead. You can simultaneously close deals now and grow relationships for the future!

Gets More Engagement

If you are running any kind of marketing campaign you want to make sure as many people as possible see your message. Getting attention is the point! With digital marketing efforts you can reach people far and wide, but those campaigns are pretty easy to ignore. How many digital ads have you seen today? The number is probably somewhere in the hundreds. And how many of those do you remember? Probably very few.

Sending custom, personal mail directly to homes ensures that your message will be seen – even if it’s glanced at for a couple seconds on the way to the trash. 

That kind of visibility is invaluable in building relationships and establishing yourself as a business. The homeowner may have thrown away your first postcard but when you send another they will recognize your logo or business name and maybe take a closer look. Those are the first steps to establishing a relationship and putting the idea of selling into a homeowner’s head. And once they make that decision to sell, who do you think they will reach out to first?

It’s Easy To Automate

Despite being very analog, direct mail is actually a highly efficient way to market your real estate business. The days of handwriting your own letters, stuffing envelopes and heading to the post office are gone! Direct mail campaigns can be highly automated using real estate marketing software that lets you run full campaigns in a few clicks and businesses like Open Letter Marketing that do everything for you!

You can create a campaign in a matter of minutes using proven postcard templates that can be easily customized and your list of targeted leads. In fact you don’t even need to have a completed list of leads – you can build one right in the same place!

You can easily craft multi-faceted drip campaigns that can run for weeks or months to nurture your list of leads in no time at all. This is a great way to keep your leads engaged while giving you a ton of time back to negotiate sales and plan future campaigns.

Allows Endless Customization

One of the most important assets of any business is its reputation. With direct mail marketing you have complete control over how your business is represented to potential clients. 

Not only can you brand your mailers fully, you can also customize the message to better connect. One of the biggest attention-grabbers is the Streetview Postcards. This style of postcard automatically adds a Google Streetview image of the home you are sending to. This kind of personal customization makes it easy to stand out and make a connection. A lead will be certain to take a look at your postcard if they see an image of their home!

In addition to adding dynamic visual elements to mailers you can also create postcards and letters that look fully handwritten. Real Penned products (also known as autopen) use real ballpoint pens to write out your message. Think about the mail you receive – are you more likely to take a closer look at something typed out or handwritten? Handwritten almost always wins.

Builds Relationships

You aren’t going to convert a ton of leads right away, it’s a journey. With direct mail you can set long-term drip campaigns that supplement some of your other marketing efforts. This constant drip will keep your business visible to the leads you are targeting and let them get to know you over time.

With each send you can let the lead in on new information about your business showcasing your expertise within the industry and local market. This will also allow you to establish some social proof in the area.

Not only does direct mail ingratiate yourself to your leads, it also reminds them that there is someone out there that wants to buy their home. You could plant a seed that could grow into a deal a little down the line!

Just make sure you are using all the tools in your tool belt to connect with homeowners. Following up with a phone call, text or email is a great way to get the conversation started and your established relationship will make it more likely that they will respond.

Final Thoughts

Direct mail marketing is an important part of any real estate investment business. This tried-and-true method of lead generation has been used for decades to find interested homeowners and uncover hidden deals. Create your first real estate postcard campaign right now and put your business on the track to success!

Marketing Direct to Home Sellers

Marketing directly to homeowners is the best strategy for today’s competitive housing market. Off-market deals are the winning choice for real estate investors.

Bright MLS had the following to say about this topic: “Bright’s On/Off MLS Study reveals the median sale price for homes promoted through MLS was 16.98% higher than homes sold off MLS.”

What this means for the investor is that they gain an advantage over MLS with direct to seller mail.

What Makes Real Estate Direct Marketing Work?

There are several reasons marketing direct to home sellers works for investors. First, it allows them to form a connection to the seller, which can feel more personal, especially in times of stress, such as with probate situations or foreclosures.

You’re also providing the home seller with a tangible reminder of who you are. A letter or postcard includes your information for contact when they are ready to take the next step. You can automate your direct mail marketing campaigns as well, which allows you to reach more people and track results.

Direct mail sent to the seller also enables you to contact people from your local market or another specific market. Over time, it will help you build a solid reputation as a knowledgeable real estate investor, leading to more sellers interested in your services.

You can use direct mail marketing to sellers for better timing. Whether you’re taking advantage of seasonality, the economy, or life situations, your marketing is in front of the audience when they are most likely to make a decision.

Custom Options for Direct Mail Marketing

With so many options for real estate direct mail campaigns, you can customize your marketing to fit your intended audience. Send out handwritten letters for those who are going through a tough time or a quick postcard for sellers who are busy.

Let Open Letter Marketing help you create the perfect campaign for your prospects. We make it easy to transfer lists and select the products with the best response rate. Call us at 978-269-0245 and let us help you make the most of your direct marketing efforts. 

Do I need a Logo?

Surprisingly, a large number of real estate investors don’t have a professional logo as part of their direct mail or other marketing strategies. They are often individuals who work with a team, but even companies may fail to create a true company logo to put on their marketing materials. For them, the question is, “Do I really need a logo?”

When the Answer is Yes

Most of the time, the answer to this question is going to be “yes.” Studies have shown that people are visual. They remember pictures more than words. They will remember a logo more than the name of the company. If you want to make your brand stick in your audience’s minds, a logo will help you achieve that goal.

Multiple real estate investment companies are sending mail to your prospects. Many of them won’t have a logo or one that is clean and memorable. You can stand out from the competition by creating a powerful image to go with your brand.

A logo ties all the mailers from your multi-touch campaign direct mail marketing campaigns together, which makes it even more memorable. If you send out five different mailers, you want to make sure your prospects realize that mailer number 5 comes from the same company as mailer number 1.

When the Answer is No

There is one instance where a logo may not work for you. If you are presenting yourself as a one-on-one connection, a business logo may feel cold. In this situation, you may be using your own name instead of a business name. Instead of a logo, you could put a photo of you to show that you are a real person. In this situation, you may want to use one of our handwritten letters that convey personalization to your real estate prospects.

If you want to add a logo but haven’t been using one, you can start any time. You can hire someone on Upwork or Fiverr to design a logo that fits your brand. Once you have a logo, it’s easy to add it to your mailers with Open Letter Marketing.

To learn more about any of our products, you can contact us at 978-269-0245.

Which Direct Mailer Type is Best for Your Business

Postcards, handwritten letters, tri-fold flyers. So many options to choose from. How do you know which mailer is the best type for your real estate investment business? The answer isn’t as clear as you might like, but here are some guidelines to help you think through your choices.

Letters

Consider handwritten or professional letters from Open Letter Marketing to stand out from the crowd if you market to a special niche of sellers. For example, your target audience may be probate sellers or sellers whose homes are in foreclosure. You can create appealing direct mail letters that focus on the pain points of these prospects in letters that provide a solution to their problems. Letters tend to have the best response rate for this type of situation.

Postcards

If you have large lead lists with hundreds or thousands of prospects, postcards are the way to go. Our postcards get the prospects’ attention in a succinct way. They are also a cost-effective option with a solid response rate.

Tri-fold Flyers

This is the perfect mix of letter and postcard while right in the middle of price. These flyers have a response rate comparable to the letter while providing quick access more like the postcard. You can customize them to fit with your marketing campaign.

Autopen Letters and Postcards

If your real estate direct mail marketing strategy is more personalized, autopen letters and postcards are the perfect option. They use handwriting that is strikingly similar to an actual handwritten message. By using a robotic arm to write the message, these products enhance authenticity, which can improve response rate for your audience.

If you like the sound of all these products and aren’t sure which one is best suited to your audience, you can send out a test run. Track the results to see which is most effective. You also have the option to mix things up if you’re creating a multi-touch campaign.

Give us a call at 978-269-0245 and we can help you determine the best direct mail product for your business. 

Why You Should Use Tracking Numbers with Your Marketing

Would you continue to sink money into repairs on a vehicle that constantly has something new go wrong? Probably not. So, why would you continue to invest money into leads that aren’t getting results?

When you track your responses with phone numbers, you can find out which of those leads are performing best.

What is a Tracking Number?

A tracking number is a unique phone number that has been assigned to a specific type of lead list. You can then track the results and determine how successful your lists are.

For example, you could have everyone from your probate list to call one phone number and all the leads on your absentee list call another number. If more responses call in on the probate number, it tells you that you should invest more of your resources to probate lists. It also lets you know that you might want to change something in how your marketing to the leads on the absentee list.

Benefits of a Tracking Number

One of the biggest benefits to assigning a tracking number to your different lists is that it gives you quick and easy feedback. You don’t have to sift through reports or analyze performance metrics in other ways.

You can figure out a response rate easily with a tracking number. All you need to know is how many mailers you sent out with that one phone number and how many calls you got. Of course, you may want more detailed information, such as date and time of the call to know how long after sending out the mailers you received a response. You will also want to record how many of those calls turned into a conversion.

Tracking your lists with a phone number can help you capitalize on what’s working and make changes to what isn’t to improve your ROI. Don’t waste time and money with lists that don’t convert. Contact Open Letter Marketing at 978-269-0245 to find out about our list scrubbing services to ensure your lists are up to date. 

Check Out the Autopen Postcards from OLM

If you’ve appreciated the OLM Autopen letters, you’re sure to be impressed with the Autopen postcards. These postcards are simple to use and are presorted and mailed through USPS directly, so you don’t have the extra step. Since they don’t have a barcode, they will look authentic, just like our other products.

Personalize Your Postcards

With these Autopen Postcards, you get to choose the background image and even select the handwritten font to make it more personalized for your business and prospects. You can edit the message to have it appeal to your potential leads. Choose print or cursive for the handwriting and add your logo to make it cohesive with the rest of your marketing methods.

Our goal is to make it easy to create these postcards, which is why we have a Realtor Template. All you need to do is upload your list as a .CSV file and add it to your order.

Why Use Autopen Postcards?

These postcards are personal and eye-catching. They are also inexpensive, which is important if you have a tight marketing budget. Use them as part of your multiple mailers as a first, second, or even third contact to your prospects.

Right now, you can save even more money when you use the coupon code Auto 10 during checkout to save 10 percent off your order.

If you have questions or want to know more about these Autopen Postcards or how OLM can help your investment business, give us a call at 978-269-0245.

Do a Mid-year Cleanup of Your Lists

When was the last time you checked your lists to make sure they are accurate? Perhaps you’ve gotten some returned mail or maybe your response rate is down. If you’re not getting the follow-up you had hoped for, it might be time for a mid-year cleanup.

List scrubbing can help you save money because you aren’t sending out mailers to bad addresses. When you run your list through OLM’s scrubbing service, you get updated information to fix any out of date information. You’ll also find out if any of your leads are deceased, which means you can either drop them off the list or find out who the heir is and change the mailing name and address.

Our list scrubbing services include identifying vacancies, apartment appends, and lite skip tracing. Once you have the new information, you can update your lists for future mailings.

Why Schedule a Mid-Year List Cleanup?

It’s easy to forget the last time you cleaned up your list if you don’t have a set schedule. You may notice your response rate is going down but not take the time to figure out why. If you put a cleanup on your calendar and follow through, you can prevent those decreased response rates.

You can set the cleanup any time you want, but you should make it an ongoing task to ensure you’re not missing out on valuable leads.

To find out how OLM can help you keep your list up to date, give us a call at 978-269-0245.

Why Any Response is a Good Response

No one likes to get an angry response to mailings they send out. Many would look at this as a failure, but it’s actually better than no response at all. Even a response showing you have inaccurate data is a good response. Maybe it’s time to look at those situations in a new way.

As long as you’re talking to someone, you’re ahead of the competition. For example, maybe you had the wrong address for someone. All you need to do is apologize and continue talking to them about their interest in selling their property.

One of the most important aspects of marketing is engaging your audience. As long as you have them on the phone, you’re making contact. And you never know where that contact might lead, even if it started out negative.

Outshine Your Competition

Many marketers won’t waste their time with a bad response, writing them off as a loss. If you view it as an opportunity, you gain an edge over your competitors. You can often quickly read the situation and know how to respond.

You may be able to laugh it off with the other person or a sincere apology may be all it takes to get them talking. Don’t give up as soon as you hear that someone is angry with you for a mistake you made. Persistence can pay off – just take note of the mistake, so it doesn’t happen again.

Perhaps you call at a bad time. Once again, apologize and find out when is a better time to contact them. As long as you stay calm, you can diffuse the situation and potentially gain a valuable lead.

You can avoid many situations where you have a wrong address or wrong name by scrubbing your lists. Let OLM help you with this challenge. Our mailers can easily integrate your lists, so there is less room for error. If you want to learn more about our services, contact us at 978-269-0245.

Mailing to Probate Leads

As a real estate investor, you don’t want to overlook houses in probate. They have great potential because many heirs don’t want to be stuck with a home or property they don’t need. However, many real estate investors shy away from probate properties because they are a challenging target. The potential sellers are grieving a great loss and may feel sensitive to strangers showing an interest in their family property.

If you’re interested in probate properties but not sure how to reach out, consider how direct mail marketing just might be the perfect answer.

A Non-Intrusive Interaction

Your prospects are feeling overwhelmed with all that needs to be done with the loss of a family member. They’re probably stressed out at the responsibilities of settling an estate. A phone call is cold and impersonal and a bother at this sensitive time. Direct mail is less intrusive because they can look at it when they’re ready. A professional or handwritten letter is a respectful way to show your interest without pressing them too much.

Create the Perfect Message

When you craft your real estate direct mail marketing materials, you can choose how to say what you want to say. Be subtle about your message as you start off with a version of “I’m sorry for your loss.” Consider how you can help make their life easier and explain it to them in terms they understand.

You can craft a message that shows how they benefit from selling their home or property to you. The heirs won’t have the responsibility of cleaning up the house or updating it before putting it on the market. Since you pay cash, they will have money in their hands right away.

A Faster Turnaround

When houses are in probate, it can be difficult to sell them. Many lenders won’t finance a buyer until probate is closed. The sellers may be looking to sell quickly to pay off debts from the deceased. As a cash house buyer, you can be the answer to their problem.

While it can be difficult to market to sellers with homes in probate, this is a profitable niche that you want to take advantage of. Let us help you create the perfect mailer to reach this unique audience and help you close the deal. Contact us at 978-269-0245 to learn more about how we can help. 

Affiliate Program: Are You a Coach or a Mentor?

If you have an affiliate program but it isn’t living up to its full potential, you might want to consider becoming a coach or mentor. In this role, you can teach and encourage others to maximize their results and earnings to benefit both of you.

What Does a Mentor Do?

An affiliate coach or mentor provides an affiliate program for people to join, but they don’t stop there. Along with the program’s manual, they offer 1-on-1 coaching to teach someone how to build their internet business from nothing.

Some of the things an affiliate coach does:

·         Offers ideas and teaches you how to come up with your own to increase income.

·         Motivates you to keep working.

·         Provides feedback on performance.

·         Helps you correct mistakes.

·         Encourages you to keep going.

·         Keeps you on track.

Anyone interested in becoming a successful affiliate can benefit from having a coach on their team. As you promote the advantages, you will gain interest.

How Being an Affiliate Coach or Mentor Benefits You

So, it’s easy to see the advantages for the new affiliate to having their own coach. The question you may have is how it will benefit you. Since it sounds like more work, you want to know that the payoff is worth it.

·         You get more participants in your affiliate program. If potential affiliates compare your program with coaching to someone else who just offers a plain program, they are more likely to choose you because they see the potential for success.

·         Your participants are more successful. The majority of affiliates earn very little money and fade away in time. With coaching, their chances of success go up and the amount earned increases.

·         Your earnings also increase. Most coaches take a percentage of the profits in return for their assistance. As your affiliates earn more, so do you.

You can take your affiliate program to the next level if you have the time and willingness to invest in the affiliates as a coach or mentor.