Investor · Hendersonville, NC · Member since 2013 · 757 posts · 282 votes
I know someone who created a very simple, almost dumb yellow letter. He also has just a simple message on his voicemail, and doesn't have a website. These aren't really my style: I would be inclined to create a classier, more informative yellow letter, create a one-page website with a catchy URL that folks can go to to learn more about who I am or why I wrote them a letter saying I might want to buy their house, and provide a little background on my voicemail. Am I goiong about this the wrong way, or is either angle acceptable and likely to get calls?
Both angles have there advantages/disadvantages. In my experience I've received more responses with a generic letter, however, I get a lot more tire kickers. As I started to be more specific in my letters, my response rate declined, but it also reduced the amount of tire kickers.
In the end, I decided to use a generic yellow letter that pushes them to my voicemail that explains who I am and what I do. This way, I know the people that leave messages are past my first motivational check (they listened to my voicemail which is about 1 min., they understand how I buy houses and they left me a message). Also, I can still call the people back that didn't leave a message who might still be motivated to sell.
I too use a generic yellow letter. I'm new, so I don't mind the tire-kickers as its just another opportunity to get on the phone and practice talking to sellers.
Mine just says: Hi Mr. Seller, My name is Ryan and I'd like to buy your house at 123 main street. Give me a call if you'd be interested.
There is no right or wrong approach.. test the market and see what works for you.. Personally, yellow letters haven't worked well for me as it has other people.. To the contrary, postcard have worked way better for me, and i hear other people say it doesn't work quite well for them.. Ultimately, record response rates and test test test... you'll quickly know which works better for you.. Furthermore, it is not the use of one or two marketing techniques what will bring you more leads, it is the use of ALL what will get your business to the level you desire.. this is what i call integrated marketing.. It's KEY..
Unless you're sending out a large volume of letters or postcards (i.e., thousands at a time. in a multi-touch campaign), it seems like your call volume would be reasonable and you should be able to ANSWER the calls. If I get a direct mail piece and decide to act upon it (call), and I get voicemail? CLICK.
So what if you talk to a few tire kickers? They may eventually sell to you IF you manage these leads and follow up over time as Tim G. does. And even if they don't sell to you, they may recommend you to a friend or family member. Everyone you talk to could become someone that contributes to your business in some way. I've never had someone tell me to call a business to hear their voicemail message.
Point is, at the beginning, talk to everyone that contacts you. You will learn a LOT, and IF your marketing is properly targeted, you should be talking to the right people.
Does anyone have a website to a service that will write the yellow letters for you with a real person writing it? I've seen the ones that use the 'handwritting' font, but I find it more effective when you literally write it out vs having a pretty good font.