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.

Return Mail Address: Do I Need One?

When you send out hundreds or thousands of direct mailing pieces, you may wonder if a return address is necessary. As you design your postcard or handwritten letter, you may wonder if there is any value in a return address. Here is the answer to that question.

What a Return Mail Address Does

The purpose of a return mail address is to get undelivered mail returned to you. While the post office will forward first-class mail if the recipient has filled out a forwarding card, this only works for 12 months. It’s also not included in most bulk mailers or standard-rate mailings unless you provide a special request for an additional fee.

Return mail addresses guarantee that first-class mail gets returned, which allows you to update your mailing lists. When you add the new information, you can be more certain that your future mailings will reach the intended recipients.

How to Get Accurate Address Information

One of the best ways to get accurate information for your leads or to avoid sending out mailers to inaccurate addresses is through Skip Tracing. You submit your records of individuals and the system provides accurate address information based on public records and other data. You also get up to 3 emails and 5 phone #’s. You get results in minutes to allow you to begin your direct mail campaign with accurate information.

List scrubbing provides information to tell you if the person is deceased or if the property is vacant. It also provides apartment appending and light skip tracing. You can save money on postage and mailers when you use list scrubbing at the beginning of your campaign.

To learn more about these services or to place an order, contact Open Letter Marketing at 978-269-0245.

Short and Sweet Content – Why It Works

You’ve read those long letters that come to your mailbox with real estate direct mail campaigns. They drone on and on, telling a complex backstory before they finally get to the point and tell you what they want you to do. How often do you even finish reading those letters or emails? While Google rewards online content for its length, in the real world, short and sweet is often still king when it comes to converting your real estate leads into clients.

Busy People, Busy Lives

With long work hours and carpooling kids to sporting events and other school activities, people are busy. They don’t have time to read a long ad, especially if they aren’t sure they are even interested in what someone is offering.

If you want to get the attention of your prospects, get to the point. Let them know from the start why they should read what you have to say. Then say it. Quickly and concisely, so they can go on with their day.

More Contact, Less Content

Marketers have used the long letter campaign to create a connection with their audience. They tell a story to draw them in. However, you can achieve that same connection with shorter content. Instead of focusing on one long mailer, create a multi-touch direct mail campaign.

With a three-, four- or five-mailer campaign that really works, you build a relationship in smaller segments. Give them a bite-size look at what you have to offer. Come back next week or next month to remind them who you are and why they need you again. This method is much easier for them to focus on rather than one long intimidating mailing.

Get Creative to Capture Attention

Because people are so busy today, they often skim when they read. They look for the main points without reading the entire message. To capture the attention of your audience and send out mailers that work, you can pare down the message to the main points and use design and imagery.

With direct mail campaigns for real estate investors, it’s easy to get creative. Change the color of your envelope or incorporate small and large postcards in your strategy. Use a handwritten letter with their name included to help establish a relationship. Include a photo on the letter or postcard that will get noticed. Make it a picture of you to help build that rapport and show that you are a real person.

The bonus with short and sweet content is that you don’t have to spend a lot of time coming up with the right things to say. You can get the message across quickly and get those mailers circulating. To find out more about using the best strategy for a multi-touch campaign, contact Open Letter Marketing at 978-269-0245.

The Power of Consistency

Consistency is critical in marketing. It can define your level of success with any campaigns. It’s important to understand what consistency means and what power it has.

Consistency in marketing happens in two ways and both are important. First, there is brand consistency. Every part of your marketing campaigns has a similar feel. You may use the same logo, catch phrase or colors. When someone sees a piece of advertising from your company, they immediately identify it as yours.

The second aspect of consistency comes from regular marketing. You send out emails, direct mail letters, postcards and other forms of advertising on a schedule. It keeps your name in front of your intended audience. It’s one of the primary reasons to develop a multi-touch campaign.

Now that you understand what consistency means in marketing, think about the power it has to convert your leads into clients. It takes marketing to a higher level. People automatically know its your company when they see a piece of advertising. That puts them in the right mindset to hear what you have to say.

Consistency Creates Dependability

Because your audience recognizes your marketing, they begin to develop trust in your company. They see you as dependable, someone they know. They are getting to know who you and what you’re all about, which helps them build trust and feel more comfortable working with your company.

Your brand should also match the product. For instance, if your goal is to gain trust by appearing professional or utilizing your years of experience, your brand should show that. On the other hand, if you want to seem more casual, kind of like the person-next-door, you’ll want to keep your branding more laid-back.

Trust is critical for clients making decisions. Most decisions people make are based on emotions, how it makes them feel. If they like your brand and feel comfortable, they are more likely to take the next step. You must prove that you deserve their trust through consistent marketing efforts.

If you want to learn more about developing consistency in your branding by creating direct mail products that align with those goals, you can contact Open Letter Marketing. We can help you build consistency in your marketing campaigns with our mailers. Contact us at 978-269-0245.

What Size Postcard Should I Use?

You’ve decided to use postcards in your multi-touch campaigns. You want to add a little variety to get the attention of your audience. Your next question is what size you should select for your postcard marketing. While there is no right or wrong answer, large and small postcards not only look different but have different purposes.

Large Postcards

Large postcards are over-sized, ensuring they grab attention. They are always sent out with Standard Class mail (5-20 day, usually about 7). Just imagine someone gets their mail and they see these big postcards in the stack. They are more likely to pull them out and read them instead of just tossing them aside.

You can make these oversized postcards stand out even more with bold colors, handwritten or professional fonts, and heavy stock. The options chosen allow your message to stand out. At the same time, they are economical to send out as part of your overall campaign.

Small Postcards

Small postcards also have an important place in your marketing campaign. They are always sent out First Class (1-3 Days, and receive return mail) At 4.25” x 5.5”, they are compact but durable. These postcards are also less expensive to send out while still having design options for the highest response rate. They are ideal if you want to keep your initial message short and sweet while still getting your name out there. These small postcards are also great for testing out new markets and for mass mailings.

When you choose to send out postcards from Open Letter Marketing, you can’t go wrong with either large or small products. You can merge your list and have these postcards printed and ready to send out. They can be set to go out in batches to maximize your time.

Don’t forget to consider the Google Street View Postcard, which will have an immediate impact on your response rate. With this personalized approach, you can use either large or small postcards with a street view of the address of the recipient. It grabs attention and adds a personal touch to your message.

If you want to find out how to add postcards to your marketing campaigns and determine which size works best for your goals, contact Open Letter Marketing at 978-269-0245.