• Crystal-clear messaging: You don't have to squint an eye to see that this company wants to buy your home. Their message can be absorbed in a blink. • Repeat mailings: If your budget is small, save on your list by niching-down and reaching the same people a minimum of three times to build momentum. Repeating your message results in greater awareness and better retention. • Affordable printing: Variable data is an REI mainstay because it works, but it might not work for your budget. A more general campaign like this one can be printed at a much lower cost than the first example.
CAMPAIGN #3: YELLOW NOTICE POSTCARDS
I saved the best for last! With results like these, can you blame me?
This campaign might be my favorite because it's actually the best of both worlds between the two previous campaigns. Let me explain: • Variable data is featured but scaled back: This lets them save money on printing while still drawing attention to the card. • Yellow letter format proves itself again and again: This one does it even better by jumping right to a "third notice," which creates a leap in urgency. • Clear, no-strings call to action: This company uses a tried and true "listen to my recorded message" call to action that works because it is a very low- commitment method to capture a lead — and a phone number at that! I'll take phone number leads all day over just an email.
Mailing list:
Distressed homeowners
Marketing schedule: 7,200 postcards per month, mailed every month
3,421% after three months of mailing
Return on investment:
Results (after just three months):
502 unique calls, 13 new homes
purchased and $96,900 in immediate revenue with year-long projections to generate $60,000–$100,000 per month
Joy Gendusa is the Founder/CEO at PostcardMania, a marketing company specializing in lead generation serving over 82,000 small business owners. Learn more at PostcardMania.com/ThinkRealty or contact Joy at joy.gendusa@postcardmania.com.
30 | think realty magazine :: january / february 2019
thinkrealty . com | 31
Made with FlippingBook Online newsletter