Why Your Real Estate Investor Yellow Letters are underperforming

If you have ever browsed the Open Letter Marketing website it wouldn’t take you long to figure out that we do not carry yellow letters. This is why:

When yellow letters for real estate were first designed (over a decade ago) they were unique, and therefore, effective in getting your prospect’s attention.

However, with the competition in today’s market and the overuse by investors, your prospect’s mailboxes are saturated with the same mail piece – a yellow letter. This is evident by personally speaking with hundreds of home and property sellers a month and the constant conversations about yellow letters on BiggerPockets (do a search for yellow letters to see how many threads are discussing them).

But if this is the case, why are so many investors still using the same old, outdated mass marketing yellow letters?

There are many reasons but I mostly attribute it to the following three:

1) Real Estate Investors are not testing and tracking their direct mail marketing efforts through yellow letters well enough to make an informed decision/change

2) Investors are not looking at their real estate direct mail marketing as an essential element in their business and relying on what other people are doing

3) With so many companies out there, you can’t help but feel like they have to work.

Over the past 10 years, I have tested, tracked, and refined my direct mail to ensure my marketing was as effective as possible and to make sure I was truly standing out from my competition. To validate this, I tested over 100k mailers between my mailers and the yellow letter and found that my mailers received 26.7% more responses. Yes, you heard that right!!

Powered with this knowledge and wanting to provide fellow investors with a much better product than the same mail piece, I started Open Letter Marketing. Not only is every product personally tested in my real estate business to ensure effectiveness, but I’ve designed products and services that make automating your direct mail extremely easy.

Tired of guessing which product will work – we actually test all of our direct mail products before offering them to ensure maximum effectiveness

Tired of placing one-off orders – we offer multi-touch campaigns that  automate your follow ups. Unique mailers are sent in a specific sequence to create a conversation with your prospects, building rapport and eliciting positive responses.

Want to remove the “Do Not Call people” from your list? – We make removing these people from your direct mail marketing campaign easy so you don’t have to keep paying for unused mailers (i.e., postcards, etc.).

Stop spending your hard-earned marketing dollars on Yellow Letters and get set up with the more effective method of direct mail.




Feeling the Love for Direct Mail

 Image result for valentines mail photo

We Love our customers and Real Estate family:

With Valentine’s Day just around the corner we wanted to show some love to all of our customers and everyone involved in our direct mail and real estate family. We always appreciate our customers and love getting feedback, advice, and ideas from people who are using us for direct mail. If you have any thoughts or suggestions reach out and let us know! mckinley@openlettermarketing.com

Direct Mail Tip of the Month:

What’s the difference between first class and standard mail you ask? First class mail takes 4-6 business days to hit standard mail takes 1-3 weeks. First class also ensures that you get returned mail as well, whereas standard you do not. Tip: If you are testing out a new lead list, use first class mail for your initial mailing and you will get returned mail to weed out the bad addresses. Then to stay under budget switch to standard mail to save some money.

Friendly Reminder: Click Save for Easy Checkout:

We enabled a new feature on our website so that you can save your credit card information to make check out easy and fast. Just click Save info when prompted.

Share the LOVE:

Let us know how you feel about Open Letter Marketing by checking us out on Facebook: https://www.facebook.com/OpenLetterMktg We really do enjoy hearing from you <3 Cheers and warm wishes, Open Letter Marketing Team

New Year, New Direct Mail Products and Updates

Investor Spotlight, and Blog Update We are so stoked to share that we are starting a new blog segment for the New Year called: The Investor Spotlight. These articles will feature successful investors who have made deals using our direct mail products. These articles will include details on their deals like projected profit, important aspects of attaining a deal, mailer type, and other tips and advise. We hope these articles will provide more insider information on our services and how they benefit our investors! Keep an eye out for the first installment coming mid month. If you have made a deal using our direct mail and would like to be featured on our Investor Spotlight segment please reach out to me at mckinley@openlettermarketing.com NEW Direct Mail Products! We wanted to provide our clients with awesome new direct mail options so we are expanding our product line. We have new color options for our postcards (Green and White) on top of our existing options (Pink, Blue, Houses, and Tropical). Check them all out here. We are also creating new Professional and Handwritten letter templates for the new year so keep an eye out for those! Click “Save” for Easy Checkout We enabled a new feature on our website so that you can save your credit card information to make check out easy and fast. Just click Save info when prompted. Happy New Year Start your New Year right and get going with Direct Mail in 2018. After all January is the biggest month for direct mail responses! Make this  year a good one and please always feel free to reach out and discuss direct mail options with us 🙂 Cheers and warm wishes, Open Letter Marketing Team mckinley@openlettermarketing.com www.openlettermarketing.com 978-269-0245

Exciting News and Giveaway Information

Authentic Hand Written Letters and Tri-fold Flyers, Giveaway Information! Hi there, We wanted to create a platform to host industry related information as well as provide up to date changes and features that happen at Open Letter Marketing.  We are hoping that these news letters will provide useful information on Direct Mail, Open Letter Marketing, and Real Estate related topics! Now without further ado here are some awesome updates and giveaway information to look forward to! Open Letter Marketing/ Call Porter Giveaway! Don’t miss out on this awesome opportunity. Open Letter Marketing and Call Porter are joining forces to create an awesome Real Estate Investor Giveaway! -10,000 mailers from OLM – 4 months of call service from Call Porter – CRM created for you – Coaching by the owners of OLM & Call Porter : Seasoned REI’s, Justin Silverio and Ryan Dossey Keep an eye one our Facebook page for more information! Updates to come. @openlettermktg is on Instagram! We wanted a platform to show our customers just what happens behind the scenes at Open Letter Marketing, and also to provide some useful Direct Mail tips and tricks. If you want to see updates and photos from our office in Andover Massachusetts then click the Instagram icon below, and follow us to join the fun! January Is the time to Mail Everyone is looking to get a fresh start with the new year. Once people are past the holiday season they will be ready to get their houses sold. So getting your direct mail started early is a must. If you want to stay ahead of the curve make sure to mail early and often! Reach out today so we can get you started NOW! Happy Holidays! I hope everyone has a wonderful holiday season. Be safe and enjoy this time with friends and family! Always feel free to reach out and discuss direct mail options with us 🙂 Cheers and warm wishes, Open Letter Marketing Team info@openlettermarketing.com www.openlettermarketing.com 978-269-0245

The Case Against Yellow Letters

Looking for Above Average Results? It’s Time For A Marketing Overhaul!!

Fellow investors, we need to talk. I have no doubt that most, if not all of you have either used or considered using “Yellow Letters” in your business.  The name has been around for some time and through great advertising, has been used synonymously with direct mail marketing.  It’s not surprising that most investors rely on yellow letters as the go-to direct mail product, but I challenge you to consider the fact that just because everyone else is doing it, doesn’t mean that you should. In actuality, the fact that “everyone else is doing it” is one of the key reasons why you probably DON’T want to use it in your business. When the handwritten yellow letter was born, it was unique.  Although I was not an investor at the time, I don’t doubt that this product worked well.  First off, there was low investor competition in the direct mail space and secondly, it stood out in the eyes of the recipient, which is what got the phones ringing.  Fast-forward to today and tens of thousands of investors are still using the same general mail piece but they are not nearly as effective as they once were. In this article, I will share the insights that I’ve gained through mailing hundreds of thousands of mailers and what I’ve found that works the best and how I found a way to increase my response rate by 26.7% over my yellow letter/generic letter competitors. It is time for a major update in the direct mail marketing space!

Why Are Yellow Letters Becoming LESS Effective?

Yellow Letter mailers are no longer unique.  There are A LOT of investors using this type of mailer. That means, most of your prospects will likely have already seen the same type of mailer from another investor.  Your marketing message will be lost and your response rates will suffer.  Consider this:  You mail to an absentee owner and they receive your mailers along with 5 others.  If all of the mailers are the same and they all contain a yellow letter, what makes you stand out from the others?  Nothing! Marketing is all about being different and getting noticed, instead, you are drowning is a sea of Yellow. There is no branding.  Your logo is what makes people remember you.  When you send a standard envelope and yellow letter, there is nothing that will identify your brand.  This is a huge missed opportunity because when the time comes for them to sell, you want to trigger a memory of YOUR mail piece, company name, or logo. As of now, all they remember are the dozens of yellow lined pieces of paper. Yellow letters are no longer viewed as authentic.  Because so many investors are using yellow letters, most prospects have seen them enough to know they are not an authentic written letter.  They understand this is a marketing tactic and will likely throw it away or in a stack with all of the other letters. Yellow Letters look unprofessional.  You might say “yellow letters are supposed to be personal, not professional”.  While I agree with that statement, there is still a professional way to be personal. For instance, how about writing a hand written note on thicker paper stock with custom letterhead?

Why Are Today’s Investors Still Seeing Yellow?

If everyone else is using yellow letters, they must be the gold standard, right?!  Wrong.  Lots of investors talk about yellow letters because they have been around for so long.  It’s no wonder new investors think this might be the gold standard. However, the next time someone recommends that you use handwritten yellow letters, I challenge you to ask them a question or two:  “Have you ever tested this product against anything else?”, “How do you know that this product will be the most effective for my business?” I think you’ll be surprised to learn that most investors have not tested their chosen marketing product against any other types of letters, and therefore, have no data to back up their recommendation. Most Investors Don’t Track Their Results. Typically, investors are not putting as much thought, time or effort into their marketing campaigns as they should.  I understand this is the unsexy part of the REI business but it is also the part that will make or break your business.  Leads are the #1 most important asset to an investor.  Without leads, you can’t make money.  Take for example two investors, each spending $1,000 a month in direct mail and using the same sequence of mailers as each other for the first 4 months.  Investor #1 doesn’t track his results and consistently sends the same sequence of mailers throughout the year. Investor #2 puts in the time to track her results and reviews where deals have been coming from throughout the first 4 months. She then adjusts the next 8 months to only send the mailers that produced the best results during the first 4 months.  Which investor do you think will do more deals in that 1-year span? Investor # 2!  Similarly, if you are not using a mailing company who tracks and has proven results, you are doing your business an injustice. How will you know if you are getting the most out of your marketing dollars? There was a void in the market for better products.  Up until the beginning of this year, there was a huge gap in the direct mail marketing industry. There was nothing that provided consumers with a more creative and unique product. If you wanted to stand out, you had to DIY. And let’s face it, who has time for that? Marketing vendors have been so quick to jump on the yellow letter and/or plain mailer bandwagon that they never stepped back to ensure they were providing the BEST product for their customers.  As a business owner, I understand that it is much easier to create a company that already has a solid customer base rather than trying to create a new product and educate consumers on why your new product is better.  However, as a real estate investor myself, I choose to spend my marketing dollars on the most effective mailers possible.  I have done the testing, tracking and refining and instead of offering another yellow letter spin-off product, I am offering a product that is proven more effective than anything else you’ll find on the market.

So What SHOULD You Look For In A Mailer?

A professional mail piece of higher quality.  You are a serious business owner, so your mailers should convey that.  Sending a quality letter of thicker paper stock with custom letterhead will instill a higher level of trust in your prospects because they can identify your company.  Building rapport with your prospects is a huge component to making deals. “People do business with people they like, know and trust!”  Set the stage with your letters and build that trust from the onset of your mailers. Brand yourself.  One of the key components to marketing is to create brand recognition.  You can do this by exposing prospects to your logo often so they make a connection between your business and your product/service.  Including your logo on all of your letters is important. When your prospect is ready to sell, they will remember YOU and you will be the first one they call. Stand apart from the competition.  One of the best ways to increase your response rate and connect with sellers is to send unique, creative envelopes. How many general marketing letters do you receive on a regular basis, and how many do you actually open? There are certain telltale signs that an envelope is “junk mail”. These are the features we want to avoid. Sending a letter that looks like an invitation, greeting card, or that peaks someone’s interest will give you a major advantage over your competition. Take a step back to think about how you will be perceived.   Before sending out a specific mail piece, think about how your audience will perceive you. Does your mailer set a good first impression; one that is honest, trustworthy, and professional? If your mailer landed in your own mailbox: Would you open in? Would the letter inside make you want to read it? Would you believe that this is a trustworthy and professional business? Would you pick up the phone and call? If you compare yellow letters to ours at Open Letter Marketing, I think your answers to these questions will be very different. Expect more from your mailing company.  I developed Open Letter Marketing as an answer for those of you who desire to stand apart from your competition and get better results. We use the latest marketing techniques and have tested and tracked our mailers to ensure they are keeping you at the top of your marketing game.  Also, because we want to make sure you are getting the best results, we offer the option to “own a territory” which gives you have exclusive rights to your market.  This means no one else in your market would be able to use the OLM products. The result is the most effective and cutting edge mailers on the market today – the new gold-standard in direct mail marketing!