Direct mail - probates, code violations, delinquent taxes

[Adrian Tilley]

Hi,

I'm (re)starting direct mail, and have some questions about what and when to mail.  The lists I'm starting with are probates, code violations, and possibly delinquent taxes.  What type of pieces would you use and how frequently would you mail to each group?  Any particular message that works well?

For code violations, would you mail to all types of violations, or would you filter out some types?  It seems that some like weeds would be more productive than others, like destruction of city property.

For delinquent taxes, does it matter how delinquent they are?  Do you filter by property type/price/other criteria?

I also have a couple leads but am having a hard time finding the owners of property.  Any advice on search methods for missing owners, especially deceased owners?  If there is no probate filed and heirs are unknown, how do you locate?

Thank you in advance for your advice!

[Steve Milford]

I answered a similar post just now. I am wondering why you are re-starting the direct mail. What worked before and what didn't work? You would know if you tracked it. If you didn't, you should start now.

I send post cards 100% of the time. I scrub the addresses fairly hard, I create each mailing as a merge off the ink-jet printer using software, purchase 1st class stamps, and also use a PO Box for the return address. This way, based on what returns I receive I can find out if a list is good or not. And then when people call, I ask them what card they received. Cost wise, it is the least expensive I have found with good results. And yes, I change the message - sometimes my changes perform better and sometimes they are worse. For me personally, I throw away so much junk mail, if it was a letter, I would still throw it away/recycle before I got into the house. At least with post cards, is my thinking, the recipient might read the message before it gets tossed - or kept if there is interest. In the past I used mostly BW, although am now testing color to see what my results are. 

The biggest problem I find with those "lists" is that many properties are vacant with no forwarding addresses. I have the best luck with lists I create from my own methods of researching neighborhoods and by home ownership.

Many have told me, and having been in sales a long time, that most deals are made after the 4th or 5th contact, yet I have been told by people that call that my post card sits on their fridge or desk until they are ready (which can be up to 6 weeks so far.) So I don't beat myself up about it much. 

Also, what is your definition of a lead? To me a true lead is a someone that is inquiring. Everything is just fodder for farming.

I have heard that skip tracing can be a good method to find owners, but again, for me right now, the cost outweighs the reward based on other methods I use.