Direct mail campaigns

[Shannon Carlisle]

Quick question, I built a list through D4D and I wanted to know how many times do you mail a list? I understand that they get several pieces of mail, but after you have mailed a list (say 4 pieces) do you move on to a new list or keep at it with the one you have? Any advice is welcome! Thanks 😊

[Michael Quarles]

Originally posted by @Shannon Carlisle:

Quick question, I built a list through D4D and I wanted to know how many times do you mail a list? I understand that they get several pieces of mail, but after you have mailed a list (say 4 pieces) do you move on to a new list or keep at it with the one you have? Any advice is welcome! Thanks 😊

Good to meet you Shannon.

IMHO you are  missing a step before the list and that is a marketing algorithm. It will help you determine the geographical area to pull the list from.

Once you have that completed then run your list with this criteria.

• 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

If my budget was such that I could send to all home owners then I wouldn’t care what percentage of absentees to owner occupied there are.

Once I have the list I would market to it 6 months in a row using six different mail pieces. At the end of the six months I would rerun the list and start over.

Once you redo your Algorithm at the end of 6 months you may fine different zip codes that are performing better thus youll use that geographical to run a new list however probably not.

The new list will have some of the same people on it as the old list however what it wont have on it are the people who refinanced or sold during the 6 month period. 

The reason we rerun is that after 6 months there are enough bad addresses that the cost of a new list is less than sending to bad addresses.

If you care to chat about all of this let me know.

Happy house hunting