Direct mail marketing vs Cold Calling via text vs Traditional cold calling

[Tom Goundry]

What are the differences in effectiveness, pros, and cons between direct mail marketing, cold calling via text, and traditional cold calling in the real estate industry, and what factors should someone considering cold calling for real estate take into account?

Looking to start up a cold calling operation to buy retail properties like gas stations, c-stores, strip malls, shopping centers, etc. Does anybody know effective this will be in my industry? 

[Jerryll Noorden]

First

The cost of each method is completely irrelevant. Something can be free but highly ineffective, while some other strategy is expensive but with an 80% conversion rate.

It is not about cost comparison, it is about ROI.

Second,

I usually am fiercely against, cold calling, DMM, and texting, but in this case, I will make an exception because, for those kinds of properties, it is harder (not impossible) to use proper motivation intent-based strategies, to attract them.

So for now I willignore SEO.

However, what does matter then is deliverability and open rate.

The whole point here is "while they see your message". Will they read your mailer? Will they see your text?

You need to figure out what each specific business is more receptive to what kind of marketing.

Is that kind of business mor eprone to open up letters,  will they rather pay attention to a postcard, or is a text better?

My opinion, they are not going to take a post card seriously.

An official letter would probably do better, but you are basing their open rate on deception. Not a good idea.

Businesses in my opinion, don't care for texts.

So I would assume as a business in the service industry, they rely heavily on calls to deal with clients, so a cold call may have the best delivery and open rate.

But honestly, what do I know, I am absolutely not into the commercial niche, but there is where I would start.

The best thing to do in my humble opinion is to send 1000 calls, 1000 texts and 1000 mailers, and see which performs better. Invest a little money in research like this and when you have solid data collected, pick the strategy with the highest ROI.

Mind you I said ROI, I didn't say "leads" or interaction. ONLY ROI matters.