Direct Mail Campaign with 1,162 mailers

8 Replies

Hi everyone,

This is my first direct mail campaign. I've narrowed in on 1,162 targets and setup a 6 touch campaign hitting them every 4 weeks. This is the criteria I used:

-SFR

-At least 40 % equity

-Bought house 5+ years ago

-Age 65+

-Assess Value $40,000-$150,000

-Trusts are excluded

I'm sending to the same list for 6 months and will be doing this full time so answering the calls and running appointments shouldn't be an issue. Starting with a postcard as the first mailer to save a little on the front end to weed out the undeliverables. This is targeting a 50% of a county next to  Charlotte, NC. I'll post updates with everything you want to know like response rate, offers made, deals under contract, etc.

I'd like to do cold calls and text message blasts but don't know as much about them, especially with an older audience. If anyone has advice, please share!

I've also setup a we buy houses website via Carrot. I'm curious as to your thoughts on hyper focusing the entire site to the small county next to the big city or using landing pages for each town.

Originally posted by @Jim Kittridge :

Hi everyone,

This is my first direct mail campaign. I've narrowed in on 1,162 targets and setup a 6 touch campaign hitting them every 4 weeks. This is the criteria I used:

-SFR

-At least 40 % equity

-Bought house 5+ years ago

-Age 65+

-Assess Value $40,000-$150,000

-Trusts are excluded

I'm sending to the same list for 6 months and will be doing this full time so answering the calls and running appointments shouldn't be an issue. Starting with a postcard as the first mailer to save a little on the front end to weed out the undeliverables. This is targeting a 50% of a county next to  Charlotte, NC. I'll post updates with everything you want to know like response rate, offers made, deals under contract, etc.

I'd like to do cold calls and text message blasts but don't know as much about them, especially with an older audience. If anyone has advice, please share!

I've also setup a we buy houses website via Carrot. I'm curious as to your thoughts on hyper focusing the entire site to the small county next to the big city or using landing pages for each town.

 Good to meet you.

Did Charlotte get hit by the hurricane? If so you may want to wait on that area. 

Also In today's market there isn't a need for the 65+ crowd. 

The following is the criteria I like the most

  • 30 Plus % of equity
  • 5 plus years of home ownership
  • No corporations
  • No trusts unless in a high trust state
  • Single Family Residences
  • Accessed value not to exceed the area’s median home value.
  • Absentee out of state owners

Because this list is typically small, mainly due to the filter of out of state absentee owners, I will add this list as well.

  • 30 Plus % of equity
  • 5 plus years of home ownership
  • No corporations
  • No trusts unless in a high trust state
  • Single Family Residences
  • Accessed value not to exceed the area’s median home value.
  • 50% Absentee
  • 50% Owner Occupied

As for what to send them.

  1. Naked Yellow Letter 
  2. Small Text PC
  3. window yellow letter
  4. large PC
  5. typed letter
  6. Zipletter

As for text and that kind of thing. 

I use Calltext.com for my folllowup campaigns

  • 29 Emails over 59 days
  • 7 Text messages
  • 7 RVM
  • Live followup 3-5-7-10-15-30-60-90

Happy House Hunting

@Michael Quarles Thanks for the feedback Michael. I'll look at adding that criteria to my searching. We didn't get hit hard but my background is in restoration so I might have an advantage there. Is that an SMS, calling or emailing you're using for the live follow up schedule?

@Jim Kittridge

Restoration will come in handy... 

Calltext.com is a sms, mms, Phone System. RVM, Email, Chat, Conference and CRM system. 

And in fairness i own it. I also own YellowLetters.com too... I am probably over the line and breaking the rules here. 

Originally posted by @Michael Quarles :

@Jim Kittridge

Restoration will come in handy... 

Calltext.com is a sms, mms, Phone System. RVM, Email, Chat, Conference and CRM system. 

And in fairness i own it. I also own YellowLetters.com too... I am probably over the line and breaking the rules here. 

Thanks Michael. That is quite impressive. Keep innovating man! Background is originally in SaaS & Digital marketing so I love seeing modern marketing coming to the industry.

@Michael Quarles, this list criteria info is gold -- a list like this would be obtained from listsource.com right?  or some other source?

@Jim Kittridge Depending on your area, Absentee owners could be getting dozens of offers from other investors. Senior homeowners can be a good target because they are often ready to downsize or transition to assistance. An added bonus is that quite often they won't have done a lot of updating so they aren't expecting as much as their neighbors with the new kitchen. 

Consider:

   Senior homeowners with 15+ year ownership

   Home value based on medium values for your area

   single family home 

   No trust of company owned

A good motivational criteria to add in is Low Financial Stability Scores. 

I think that it is more important to concentrate on the content of your mail piece rather than the form it takes - Make it BENEFIT driven. You can make easy for them to sell their house. They don't need to fix it up or have people walking through looking at their life. You can recommend movers, you can do the clean-out.

As you know, the list is the smallest cost of your campaign. You should consider working with a list broker to get a second list and alternate your mailings.

Thanks Chrissy. The mailers were delivered yesterday.

So far:
  • 3 Calls
  • 2 Were not interested (removed from list)
  • 1 Was interested but not motivated to sell below retail

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