GOING BIG: MARKETING & LEAD GENERATION
POSTCARD MARKETING
CAMPAIGN #1: HANDWRITTEN POSTCARDS
CAMPAIGN #2: BRAND AWARENESS POSTCARDS
Market location:
Greater Detroit Metro
Absentee homeowners, single-family dwelling unit (SFDU) individuals who own a home in Metro Detroit but have their property taxes out of state Mailing list: Marketing schedule: Three mailings of 1,000 pieces over four months Return on investment: 11,658% 62 responses, one home bought and sold with a 2nd recently acquired and a 3rd in the pipeline, plus $162,000 in revenue and $37,500 in profit. Results:
Market location:
Washington, D.C.
FRONT
Mailing list: Seniors age 65+
Marketing schedule: Two mailings in two months (more than 8,000 cards mailed) Return on investment: 316%
Results:
82 responses and $20,000 in income
Direct Mail Proof: Real Campaigns Netting Up to $100,000 Per Month PRINT MAIL MARKETING IS FAR FROM DEAD, ESPECIALLY FOR REAL ESTATE INVESTORS.
This postcard is a great example because it contains a number of elements commonly used in real estate investment postcard marketing because they work. These elements include: • Personalized/variable data: This card contains four data sets that are unique to each and every recipient: the salutation (Mr., Ms., etc.), last name, date and property address. Customization like this attracts extra attention by speaking directly to each recipient, and it can increase response rate by more than 100%. • Handwritten font: This builds on the personalized touch I just mentioned above. Think about it. Don't you linger a little longer on pieces of mail that don't look like the typical coupon book? • A unique mailing list: You'll have to do a little recon on your competition to figure this one out but, if you can, mail to a list that isn't likely to be targeted by another investor.
BACK
by Joy Gendusa
A
ny good real estate investment starts first and foremost with finding the best deal. And that's where a smart direct mail marketing campaign comes in. If you're looking for a direct mail article with general advice — get a good list, mail every month, et cetera — move along. I'm bringing you REAL campaigns with proof of what works for investors nationwide. My company, PostcardMania, tracks the campaigns of our own clientele in order to share winning strategies with other entrepreneurs. You don't have to be a client of mine to access this data either. It’s available to everyone. You get to analyze the data, lists, design and most impor- tantly, the results.
Results like: 502 responses, 13 new homes closed and $100,000 per month in revenue.
I understand that an operation of that size may not be fea- sible for every investor out there. Quickly taking on 13 new properties is a huge undertaking for more than one reason! But results like those above highlight the beauty of direct mail marketing. The sky is the limit, but you can, and should, scale to your budget and needs. So, like I promised, let's get to it!
This campaign forgoes the traditional personal letter style in favor of a clean and direct message. Here's why this one works:
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28 | think realty magazine :: january / february 2019
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