The Importance of Excel Data Columns for Your Marketing

Data is critical to the success of your real estate direct mail marketing efforts. When you have incorrect data, your marketing efforts will fail. Here are a few strategies to apply with Excel data columns to improve your success rate.

Create Multiple Address Columns

Make sure you keep the street address separate from the city and state. For the street address, you must include the numbers and street name together. City should have its own column as well as state and zip code. Why is this important? When you separate the data into equal but unique columns, systems that use your data will read the information more accurately and make fewer errors.

Don’t forget to include apartment numbers or office suite numbers in their own column, making sure the direct mail piece reaches your intended recipient. These values should be in their own columns as well. By adding specific information for the unit, you ensure that the direct mail you send mail doesn’t get left at the front desk.

Review Your Information

One of the major benefits with OLM’s products, such as the large postcard, is that the data transfers quite easily from your spreadsheet. This feature reduces work on your part while getting the mailers out the door that much faster. However, the real estate investment mailings are only as good as the information provided. Take a few minutes to review your Excel columns before you submit an order for a product.

Make certain each column is completed and not left blank. It’s easy to overlook the two-digit state abbreviation, but it’s critical to getting your mail to the right place. Take the few minutes needed every time you make a purchase to check your investment spreadsheet and each column. It will save you a great deal of frustration if you later determine that data was missing.Find out more about OLM products and merging data when you contact us at 978-269-0245.

What You Should Know About Auto Pens

You’ve probably seen those handwritten letters, maybe even used them with your own leads. The letters use a handwritten font to send a personalized message to homeowners. Open Letter Marketing’s newest product takes this idea a step further to provide a unique touch to all your mailings.

What is the Auto Pen Letter?

The Auto Pen Letter is similar to the handwritten letter, only even more authentic. Unlike the handwritten letter, which uses a handwriting font, the auto pen letter uses a real pen and ink to write the letter. The pen works automatically to write out a message that has been designated ahead of time.

The handwritten letter looks personalized upon first glance with the distinct font. Upon closer inspection, you’ll notice that it is printed onto the paper. The Auto Pen Letter uses ink to create a distinct look.

What are the Features of the Auto Pen Letter?

You have the option to print or write your message in cursive. You can use your own logo and an envelope with a stamp. Choose from a variety of envelope styles to make the mailer stand out and to fit with your overall campaign.

As with other OLM products, you can upload your lead list as a .CSV file. Once your file is uploaded and you purchase the product, the letters will automatically be generated. You can select to have the envelopes unsealed, which allows you to add a business card before mailing. You create your own message, which adds to the personalization.

The goal behind this product is to create an authentic feel for your prospects. The appearance is high-quality, which is sure to impress. Details, such as the unique Forever Stamp, won’t go unnoticed.

You can contact us at 978-269-0245 to learn more. 

Separate Yourself from the Competition with OLM’s Unique Direct Mail Marketing Products

Think about how many pieces of mail go out each year to the same prospects. Yours isn’t the only message being sent to your intended audience. If you want to stand out from the crowd, and especially your competition, you’ve got to find a way to be unique. Fortunately, Open Letter Marketing offers some distinct real estate direct mail marketing products to showcase your message.

ROS Mailer

Cut through the endless advertising with the Rapid Offer System postcard or letter. This unique marketing tool gets to the heart of the matter with your audience. The ROS mailer provides an instant offer on the home or property that sellers can decide to accept. While everyone else is saying they are interested in buying, you’re the only one who puts a real offer out there right from the start. Save time and get ahead of the competition with this ROS mailer product.

Tri-Fold Flyer

Get the feel of a personalized letter without the added cost of an envelope. With the tri-fold flyer, you have the message and the recipient’s address on one sheet of paper. The design makes it feel personal with a handwritten font, real stamp, and parchment paper. You can use it as your initial contact or for follow-up anywhere in your multi-touch direct mail campaign.

Auto Pen Letters

Rather than a handwritten font, these letters use a real pen that automatically writes your intended message. This real estate marketing product is the ultimate in personalization to make the recipient more likely to respond. You have the option to use print or cursive and add your logo to be memorable.

While each of these products are unique, the one thing they all have in common is a way to get your intended audience’s attention. They help you stand out from your competitors who are using standard mass mailers.

If you are ready to try one of these products from OLM or want to know more, contact us today at 978-269-0245.

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.