Consistency Is Key to Produce CA$H, Especially with Direct Mail!
I’ve sent a ton of direct mail over the past several years, and believe me when I say, “consistency is the key element to successful marketing with direct mail.” That's right! The most important part of a successful direct mail campaign is consistency. Every day, I talk with business owners who don't have a good, solid strategy for generating leads, i.e., a well thought-out direct mail campaign. They send direct mail, which is great. However, most businesses don’t understand that, to be affective, and get the most response from your mailing lists, you need a consistent, series of mailers, over a period of time. Whether you mail postcards or letters, or a combination of the two, you will maximize your response rates with a series of marketing mailers over several weeks, verses just sending one. Below I have outlined a simple 4 piece mail campaign with some content ideas that you could use with virtually any real estate business. Obviously, you would want to customize this to your list, specific market, and business. This is meant as just a general outline. Remember, the possibilities are endless.
1st Mailer: This is usually the introduction piece. It can be a post card or letter, but the point is to make a good first impression with the property owner. This is where you introduce yourself and your business to the recipient. Explain what kind of business you're in and suggest the types of situations the homeowner might be in, and how you would be able to help. Once you have introduced yourself, build some credibility by talking about your experience, area of expertise, or any certifications you may have. Finally, I would pitch your offer, I would be direct, and I would ask for them to call you. Remember, the idea is to get them to believe that you can help them and get them to call you.
2nd Mailer: "Time is running out." In this mailer, you want to create a sense of urgency with them to pick up the phone and call you because (insert reason). No matter what your offer is, you can always come up with a reason to encourage them to call you now verses later. Make sure you reference the first letter to create the consistency of your contacts with them and end with another message that you will be connecting with them in the near future and that ultimately, you are here to help.
3rd Mailer: Reference the first two mailers, your attempts to contact them and your willingness to help. This mailer is more of a "Hey, I didn't forget about you!"piece. Still emphasize that fact that you can be a solution for their problem. The fact that this is the third piece you have sent shows consistency and persistence on your part. Also, If they didn't get one or either of the first two, then this may be only the first or second time they have heard from you. Don't forget to keep the message personal and the tone professional and welcoming.
4th Mailer: This is the last attempt that you will make to contact them via direct mail. Hopefully, they have received and read at least one of the previous mailers. Explain how you have been trying to contact them and that it is very important that they give you a call. Recap content from the previous mailers, who you are and how you can help, and hope for the best. At this point, if you don’t hear from them, either they found help elsewhere or no longer need it.
Sending four mailers may sound like a lot, but the truth is, you can improve your chances of landing that big deal with this consistent strategy each time you mail. I have had several of my most profitable deals from my 4th mailer, just as I was about to give up, and I have had the money call from the 1st mailer. There is no magic formula to the messaging or content. Be sincere, honest, and persistent. And, by mailing your prospects four times, you have tried your best and then you can officially call the list stale. Time for a fresh list of prospects, and to begin the mailing cycle again. Consistency is key!
Your thoughts and feedback are always welcome and much appreciated.
Happy Investing!
1st Mailer: This is usually the introduction piece. It can be a post card or letter, but the point is to make a good first impression with the property owner. This is where you introduce yourself and your business to the recipient. Explain what kind of business you're in and suggest the types of situations the homeowner might be in, and how you would be able to help. Once you have introduced yourself, build some credibility by talking about your experience, area of expertise, or any certifications you may have. Finally, I would pitch your offer, I would be direct, and I would ask for them to call you. Remember, the idea is to get them to believe that you can help them and get them to call you.
2nd Mailer: "Time is running out." In this mailer, you want to create a sense of urgency with them to pick up the phone and call you because (insert reason). No matter what your offer is, you can always come up with a reason to encourage them to call you now verses later. Make sure you reference the first letter to create the consistency of your contacts with them and end with another message that you will be connecting with them in the near future and that ultimately, you are here to help.
3rd Mailer: Reference the first two mailers, your attempts to contact them and your willingness to help. This mailer is more of a "Hey, I didn't forget about you!"piece. Still emphasize that fact that you can be a solution for their problem. The fact that this is the third piece you have sent shows consistency and persistence on your part. Also, If they didn't get one or either of the first two, then this may be only the first or second time they have heard from you. Don't forget to keep the message personal and the tone professional and welcoming.
4th Mailer: This is the last attempt that you will make to contact them via direct mail. Hopefully, they have received and read at least one of the previous mailers. Explain how you have been trying to contact them and that it is very important that they give you a call. Recap content from the previous mailers, who you are and how you can help, and hope for the best. At this point, if you don’t hear from them, either they found help elsewhere or no longer need it.
Sending four mailers may sound like a lot, but the truth is, you can improve your chances of landing that big deal with this consistent strategy each time you mail. I have had several of my most profitable deals from my 4th mailer, just as I was about to give up, and I have had the money call from the 1st mailer. There is no magic formula to the messaging or content. Be sincere, honest, and persistent. And, by mailing your prospects four times, you have tried your best and then you can officially call the list stale. Time for a fresh list of prospects, and to begin the mailing cycle again. Consistency is key!
Your thoughts and feedback are always welcome and much appreciated.
Happy Investing!
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