Learn More About Types of Lead Quality

Every lead is valuable, which is why you never want to dismiss any that are on your lead lists. However, some leads are more likely to convert – or at least sooner than others.

What Makes a High-Quality Lead?

A lead that is defined to be high-quality is one that is most likely to convert. This lead may be in a situation where they must sell. For instance, a home with a deceased owner must be resolved soon. Homes with code violations or evictions require the owner to have to sell. These leads are often open to your approach because they can benefit from your assistance.

Here are some examples of high-quality leads:

·         Vacant

·         Code violation

·         Deceased

·         Tax lien

·         Super lead

·         Probate

·         Eviction

·         Driving for dollars

What Makes a Low-Quality Lead?

On the other end of the spectrum is the low-quality lead. Leads labeled as Expired, Absentee, or Equity are considered to be low leads. They may be interested in selling, but there is no sense of urgency.

Some examples of low- to medium-quality leads include the following:

·         Expired

·         Senior

·         Trust

·         Equity

·         Divorce

Low-quality leads can still provide a wonderful deal but aren’t in the same rush or need to sell as the high-quality leads. Many of these leads could convert to high-quality at some point in the future.

The point of being aware of the different types of lead quality is to customize your marketing strategy to each type. For instance, you may need to entice someone who is a low-quality lead to think about selling. With a high-quality lead, your focus might be on showing them how you can help them out of their current situation.

You can use any of the OLM products to market to all of your leads. From handwritten letters to Tri-Fold Flyers, you can create the perfect message for any lead type. Some products, such as the ROS mailer, are geared more towards those who are ready to sell now.

Separate out your lead lists by quality type to create separate mailing campaigns. This allows you to personalize your interactions with prospects while minimizing the work.

Find out more about lead lists and lead quality when you contact us at 978-269-0245.

Continue Your Real Estate Direct Mail Marketing into 2021

2020 was an unprecedented year. Unfortunately, many of the problems of last year haven’t magically disappeared for 2021. You may wonder if you should continue your direct mail marketing efforts this year. Real estate is in a much different place than it was at the beginning of last year. Maybe you’re wondering where and how to spend your marketing dollars.

Maybe your issue is more about how to approach real estate investment marketing. You may see the potential for investments in the current situation. The question is how to appeal to your intended audience when everyone is operating in crisis mode.

Direct Marketing Never Goes Out of Style

No matter what other fads come and go, direct mail marketing is here to stay. Now is the prime time to target your audience who are stuck at home. Direct mail is like riding your bike. When you stop pedaling, you’ll fall off. The same thing happens when you stop pedaling with your marketing. You’ll fall off the minds of your audience as they look to your competition who are still targeting them.

Now is the perfect time to start a new real estate direct marketing campaign or to ramp up your current one. People are motivated to sell for many different reasons. Some may be unable to stay in their current home while others may be trying to downsize for a simpler, less expensive lifestyle.

You can help them out, but it only works if they know who you are and what you have to offer. Open Letter Marketing can help you out. We feature a variety of products and services to make your marketing campaigns more successful. We keep adding new products that we recognize as valuable for our customers, such as ROS mailers, Autopen Letters, or postcards.

With so many options, it can be overwhelming, trying to decide where to put your focus and marketing budget. Our Customer Success team is ready to help you. One call, and we can help you choose the products and services which are the best fit. It only takes a few minutes, and you can start seeing amazing response results from your first campaign. Contact us at 978-269-0245.

What is the ROS Mailer and Why Do I Need It?

As a real estate investor, you’re always in the market for new strategies to help you gain more clients and improve your leads. The ROS Product from Open Letter Marketing is another option to help make you successful. Here is how it can help you stand out from the competition.

What is the ROS Mailer?

The ROS mailer or Rapid Offer System, prints an instant cash offer directly on your postcard or letter. The ROS system will take your property address and using proprietary software,will print out a fair cash offer directly on your mailer. You then have the option to choose from 4 cash offer types ranging from aggressive to conservative.

This mailer can be customized with your logo, preferred colors and fonts and other features to fit your unique marketing strategy. 

How Does the ROS Product Benefit Investors?

The biggest benefit to using the ROS mailer is that it makes you stand out from the competition. Your leads are getting multiple pieces of mail from investors asking to buy their house. They receive postcards, letters, flyers and more. Most of them get tossed in the trash. Why would they look at yours? Because it skips that introductory mailing and goes right to what they want to see – an actual cash offer. 

When you use this product with Open Letter Marketing, you can customize it with your own wording and choice of letter or postcard. You can select from several standard postcard styles or letterhead styles, choose your own font and select your envelope. 

The Offer Meter is what makes this product stand out. It identifies a range of prices for your properties, allowing you to adjust to the level you prefer. Level 1 is a low offer while Level 4 is the most aggressive level. Most investors choose somewhere in between, but you have the opportunity to review the first 10 records to adjust to fit your goals. 

Open Letter Marketing makes it easy to upload your lead list and generate ROS mailers with little work from you. 

The ROS mailer can take your marketing to a whole new level with more engagement and results. To learn more about this product or to place an order, contact Open Letter Marketing today at 978-269-0245.

Proper Data Hygiene

Did you know that over 5.3 million homes were sold in 2019? That information is according to the National Association of Realtors (NAR). An even more important question for you is how many of those homes were still on your lead lists in 2020?

Wasted Dollars

If you have set up a direct mail campaign for your lead list, you’re sending out hundreds or thousands of mailers. You have to pay for the mailer and the postage, which can add up over time, especially if you take advantage of the benefits of multi-mailing campaigns. However, you’re wasting money if those leads are out of date.

For others, you may have outdated contact information or just bad addresses that prevent your mailers from getting to the recipient. If you don’t want to waste money on leads that won’t go anywhere, you need to clean your lists.

Open Letter Marketing offers a solution for lists that need to be updated. You can have your lists scrubbed and get the latest data for the leads. Our system provides the latest information for leads with email addresses as well as physical addresses.

To make marketing even easier, you can use our all-in-one solution with OLM InvestorHub. This platform provides a comprehensive way to keep track of all your leads while cleaning up lists to ensure you’re saving money on mailings with the best and most accurate data.

InvestorHub also provides you with the best leads, allowing you to focus most of your time and money on quality leads. Use it to identify your best marketing segments for a more customized approach.

You can schedule a live consult to find out if InvestorHub is right for your company. Call our Customer Success team at 978-269-0245 to find out more about InvestorHub and proper data hygiene for your lead lists. 

Should I Mail to All Real Estate Prospects All the Time?

When creating real estate investment direct mail marketing campaigns, especially multi-touch campaigns, you may have a tendency to send mailers to everyone on your list. A common myth is that you should always market to all prospects, but this is often counter-productive. Here’s a quick look at why and who you should focus on.

Consider the Value of Multi-touch Real Estate Direct Mail Campaigns

Sending out mailers gets attention, whether it’s a professional letter or a small postcard. Many times, it takes a real estate investor several times to reach out to get the recipient’s attention. They may not yet be in the place to make a decision or they may not have decided what their next step will be. Even once they are ready to take the next step, they must decide who to trust. 

When you send out multiple direct mail marketing pieces to the same prospects, you become a familiar name. They are more likely to think of you when they are ready to make that next move because in a way they have come to know you.

Who to Focus On

So, who should you focus on in your direct mail marketing efforts? Studies have been done that say it takes five times of contact for a potential lead to take the next step. If you send out a multi-touch campaign for your top prospects, you’ll have a higher ROI because a greater percentage of them will take the next step. They were already interested and were at the top of your lead list.

Now, that’s not to say that you shouldn’t ever market to the lower leads on your list. It pays to stay in contact with them through carefully planned mailers. At some point, they may work their way to the top of your lead list where they will get more attention. However, you don’t want to waste your time and money trying to treat all your prospects equally.

Some real estate prospects are higher than others because they are ready to make their decision. Often they include people in the following categories:

  • Code violations
  • Deceased owners
  • Eviction
  • Probate
  • Driving for Dollars
  • Tax lien
  • Vacant
  • Super Lead

If you want to know more about how to better market to your prospects or get pricing on mailers, contact Open Letter Marketing at 978-269-0245.

Postal Rates Increase

USPS postal rates have increased once again. It’s important to know how this increase will impact your marketing efforts and what you can do to save money.

Details on the Increase

USPS announced that First-Class Mail Metered Letters and Postcards will go up by one cent. The rates for Priority Mail and Priority Mail Express also go up by 4.1 percent and 3.5 percent respectively. The exact rate changes will be different based on whether it is retail or commercial and by weight and zone.

The changes took effect January 24, 2021. Metered first-class mail letters go up to $0.51 and from $0.15 to $0.20 for each additional ounce while retail postcards are now $0.36.

How to Save Money

No matter how small the individual increase, it means a lot of money for the company that is sending out multiple mailings. Over time, it can increase your costs for marketing significantly. However, you can make the most of the changes by taking a few specific actions.

First, scrubbing your lists on a regular basis will ensure that you’re sending out mailers to current addresses. You’ll have fewer returned mailings or non-forwardable letters and postcards. This is one of the most important actions to take right away to save money.

Another important step to maximize your results and minimize your costs is to track and analyze your results. Tracking mailings allows you to see which methods of direct mail marketing work best and get the most results. For some, it will be the multi-touch campaign rather than a single mailing that gets attention. However, some types of mailings will yield better results. For instance, research has shown that Google Street View postcards have a higher response rate than other postcards.

To be prepared for these changes that are happening now and to get the most out of your marketing budget, contact Open Letter Marketing. We can work with you to determine which products and services will be the most valuable to your goals. 

Keeping a Lead List Up to Date

A lead list is a critical component to your marketing campaign. However, it only works as far as how accurate it is. Keeping it clean and up to date is one of the most important tasks for any real estate investor. However, it can also be time-consuming unless you have the right tools.

List Scrubbing

List scrubbing is one of the most effective ways to clean up your lead lists. When you use our list scrubbing service, you get bad addresses removed and updated addresses available for a better ROI. List scrubbing includes several components, including finding those where the person is deceased or the property is vacant. The cost is minimal for all the work the service provides.

Skip Tracing

Another way to ensure your lead lists are accurate is with skip tracing. You simply format the list correctly and submit it. In return, you get up to three additional addresses with five phone numbers and three email addresses to work with whatever campaign you have planned. The first record for each name on the list is the most recent, making it easy to identify those that should be marketed to.

Skip tracing with OLM uses public records and proprietary data for the best accuracy. You get the information emailed directly to you as soon as the data is run through the system. Fast and accurate results mean you can start your marketing campaign sooner.

Don’t waste time and money marketing to a lead list that is out of date and inaccurate. Use skip tracing and list scrubbing to clean up your lists for better results. To learn more about these services and how Open Letter Marketing can help you, contact us at 978-269-0245.

What to Do with Undeliverable Real Estate Direct Mail

When you send out bulk real estate investment direct mailings, you can expect that not every piece will be delivered. Don’t just toss that item in the trash when it comes back undeliverable. Instead, get it ready to send out correctly the next time. You never know when one of those undeliverable pieces of direct mail could be a valuable real estate investment lead that turns into profit.

Avoid Mail Delivering Problems

By the time you’ve sent out a real estate direct mailer and received it back as undeliverable, two or three weeks may have passed. You can avoid this wasted time by getting your prospect list scrubbed before sending out your mailing campaigns. When you run your list through Open Letter Marketing’s list scrubbing service, it will identify bad data to repair. List scrubbing lets you know if the person is deceased or the property is vacant and appends any apartment addresses.

Use Skip Trace

Skip tracing allows you to get the most current information for any address. Once you have this important data, you can update your real estate investment direct mail potential customer spreadsheet and know the address is accurate. Open Letter Marketing skip trace updates your listing providing up to three addresses as well as five phone numbers and three email addresses. The first record will be the most current.

You can feel confident about the information you are provided because it comes from public records as well as proprietary data. The information is emailed to you as soon as the data runs through the system, so no time is lost.

Once you have the new address, you can add it to your database/mail merge and include this contact with the rest of your direct mail list. You can resend the mailer that came back to you as undeliverable and include the name on the rest of your mailings.

List scrubbing and skip tracing are affordable services you can’t do without if you want to make the most of your mailings. It helps you avoid delays in the future when you send out your direct mail marketing letters and postcards. If you want to learn more about these services or submit an order, contact Open Letter Marketing at 978-269-0245.

Get to Know Our Customer Success Team

We know you’re busy and time is precious. We offer the option to call us during regular business hours or fill out the web form for us to contact you. We also offer a Live Chat where you can get your questions answered when it’s convenient for you. Follow us on Facebook where you can watch videos that also answer some of your questions or check out our blog to help you with marketing tips and product and service information.

If you’re just getting started in the world of real estate investing, the available options may be overwhelming. Our Customer Success Team will work with you to find the best strategy for marketing within your budget. We’ll learn about your goals and areas of focus to best utilize your time and money for the best return on investment. Whether you’re looking at a multitouch campaign or just want to try different tactics to see which one works best, we’ll help you understand how to use the products and services and how to monitor for results.

We like to call our customer service team our “Customer Success Team” because their goal is to help all our customers find success with their marketing. Our focus is on making sure you have the necessary information to choose the right tools to help you succeed.

Sharing Knowledge

As we continue to develop innovative products to improve the results for our customers, we strive to share our knowledge with you. When you speak with our Customer Success Team, they will help you understand how each product works. They will answer your questions and learn about your goals and needs to help you select the best products for your marketing efforts.

Real estate investing is a wonderful way to make money, but only if you know how to market to your intended audience. At Open Letter Marketing, we want to help you succeed, which is why you can count on our Customer Success Team to work with you every step of the way. Contact us today to learn more about how to get started or to ramp up your marketing strategy.

Benefits of Our Real Estate Investor Hub System

You want to make the most of your online and direct mail marketing efforts as you work on your investments. The Investor Hub system with Open Letter Marketing allows you to be more efficient by keeping everything in one centralized dashboard. If you’re not convinced this system is right for you, consider the benefits.

Optimize Your Real Estate Leads

Investor Hub makes it easy to optimize your investment leads in an efficient manner. Easily import prospects you have while the system standardizes and corrects mailing addresses. It also checks for vacancies and duplicates to help you save time and money with your direct mail campaigns.

You can also create filters which allow you to sort your leads and track them by getting the information you want. Use the filters to segment information, such as region or city. If you’re working in multiple markets, you can instantly access your real estate investment leads without taking the extra time for search and filter.

Another benefit of Investor Hub is the ability to check if a homeowner has multiple properties. It will identify all the properties owned by this person, letting you decide if the lead is worth extra effort or should be included in a different campaign.

OLM Investor Hub tags your leads and lists them as high, medium or low in quality to give you the option on how you want to handle them. This labeling allows you to focus more of your effort on leads that are worth your time.

Enhance Your Direct Mail Marketing Campaigns

Investor Hub helps you create campaigns for a specific group based on market or lead quality. You can build different campaigns in the same system to meet specific goals. Once you’ve developed these campaigns, you can execute them from the dashboard and manage your other marketing activities.

This system helps you with skip tracing and data append as well as removing contacts where the home has sold. Set reminders to fulfill your tasks on time. The calendar view lets you see at a glance when campaigns are scheduled to keep you on top of marketing.

If you want to learn more about OLM Investor Hub or to find out how you can add it to your marketing game, contact Open Letter Marketing at 978-269-0245.