Direct Mail: Postcards v. Yellow Letters
Hi Everyone,
I am in the process of planning my first direct mail campaign. I am targeting absentee owners. I plan to pull a list of about 1K names to send mailers to. Those of you who have done direct mail campaigns, which do you find brings better results...postcards or yellow letters? Thanks in advance!
Ashley J.
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#1 Marketing Your Property Contributor
- Flipper/Rehabber
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they bring different responses. And both should be used.
Yellowletters will cause a greater call volume where postcards deliver a better quality call.
@Michael Quarles, I'll be sure to use both. Should I divide the campaign...500 letters and 500 postcards? Or should I start out with one and follow up with the other?
Postcards are much cheaper but only bring in about a .5% response, however the calls that do come in are usually quality calls. Yellow Letters typically bring in about an 8-10% response rate but those calls are a mixture of tire kickers and quality calls. Zip Letters work really well as they bring in the quality of calls that postcards do and have an average response rate of 1-3%. So it depends what you mean by "better results", any one of those mail pieces have the possibility of bringing in a deal. Its a matter of timing, touches, and seller motivation.
Hit your list at least 6 times and switch up your mail piece.
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I would do postcards first due to your list expense. And small PC 9 works well. Remember your biggetpockets discount.
Originally posted by @Michael Quarles:
I would do postcards first due to your list expense. And small PC 9 works well. Remember your biggetpockets discount.
Michael, I didn't know about the BP discount! Thanks for that information.
@Cody Alexander, thanks for your response...very helpful! 😊
In my area postcards do very poorly since everyone else sends them. Letters and zip letters work much better. Postcards do serve as a cheap way to filter RTS/vacant mailing addresses though.
@Chris Bounds, your suggestion for postcards makes sense. Thanks!