Tired of Ineffective Mailers? It’s Time to Bring Your Marketing Into the 21st Century

by | BiggerPockets.com

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Ever go to the mailbox after a long day of work, peer inside hoping to find something fun and useful (or better yet, a check), but instead it’s clogged with shiny coupons and ads from companies you have no interest in? It happens to all of us.

We shove the whole stack of mailers into the recycling bin without hesitation and without a second glance. But those mailers came from people like you. You—the investor attempting to expand your network, to get your name out there, to build your business.

You spent time and money on those mailers in hopes that the resources invested in their creation and delivery would pay off with the customers they would create. Except they didn’t. Now you’ve wasted money on the mailers and wasted time waiting for the customer to come to you. Why not bring your marketing efforts into the 21st century?

You know the old adage: Time is money. Sourcing your time appropriately, especially in a business like real estate investing, is synonymous with profit. Remember that list you used to create your mailers? The one with addresses and no contact information? Keep it. You can use that list and take advantage of the inundation of accessible data points on homeowners.

direct-mail-wholesaling

Be Intentional With Your Marketing

With services like the Retriever tool inside Cole Realty Resource, you can enter those addresses from your mailer list and have access to a surprising amount of information about the property and its owners. Information like the names, real cell phones numbers, email addresses, length of residence, current home value, dwelling type—the list goes on.

Now you have a way to be intentional about the people that you market to. Say goodbye to junk mail. You can actively send emails and make phone calls directly to the customer instead of passively waiting for them to come to you (like everyone else).

Related: Direct Mail for Wholesalers: Tips on Mailing Pieces, Lists, Frequency & More

Improve Efficiency With Voicemail Drop Systems

Perhaps you, like the rest of us, don’t have time to sit and wait for everyone’s phone to ring 4-6 times before it inevitably goes to voicemail—because you know your unknown number is getting screened anyway. Thankfully, there are apps for that.

Using voicemail drop systems, you can send voicemails directly to someone’s voicemail box. Now you don’t have to wait for the phone to stop ringing. Your new prospect receives an intriguing notification on their phone for a new voicemail from a phone call that they don’t remember receiving. They’ll most likely be curious and suddenly find themselves listening to your message and hearing what you can offer them.

Even better, voicemail drop apps are constantly improving and have recently added features that allows you to send a single recorded voicemail to multiple phone numbers at once! Your network is now as big as you want it to be, with even less effort.

Using services like Cole Realty Resource in conjunction with voicemail drop systems, you can market to the customers who will partner with you to expand your network. Let technology connect you with people in a real, meaningful way that puts a voice and a purpose to your name, a name that now lives in their inbox.

Related: 8 Indisputable Reasons Real Estate Agents NEED to Prioritize Email Marketing

And those mailers? Feel free to replace them with a personalized “thank you” note after you close the sale.

Cole Realty Resource has a 70-year history of providing contact information (including cell phones and emails) for a specific property or entire neighborhood, which means more meaningful conversations about buying and selling real estate. Because of your relationship with BiggerPockets, you can now get access to unlimited home phones, cell phones and emails—all tied to a specific address and all at a discounted rate. To start getting contact info within minutes, click here.

What’s your favorite service to increase marketing efficiency?

Share below!

About Author

Stuart Mcarthur

Stuart McArthur is technology specialist with 13 years of experience providing consultation to clients ranging from governmental entities, to corporations, to individual real estate agents and investors on how to use technology to fuel their business. With the explosion of data over the last 10 years you have to be able to use harness this data through cutting edge technology to gain a competitive edge.

11 Comments

  1. Curt Smith

    THanks, good blog noting a useful step toward automating reaching sellers.

    – Start with a lead list of some motivated sellers. Where ever you get this list and what ever the motivation. Today being absentee is NOT enough. Must be absentee AND vacant (reww dot com vacants), or late on taxes, or divorce etc.

    – Look up phones. Manually via skip trace services, beenverified, peoplefinders, premium.whitepages etc Monthly services around $30/mo +/-. But manual.

    – or cole realty which lends itself to more automation. Upload spread sheet, down load a spreadsheet with some 30% of the leads with the phone and or email filled in. Just got off the phone with Cole, at best 30% hit rate with a list.

    – Ship off to a voice mail or texting service (callfire etc).

    Ok makes sense.

    Problems; one needs to wire up this automation one’s self. Ok, this is called building a business.

    Another problem is that Cole (and often other services) do not have a low price entry point OR an ala-carte pricing plan. Cole only has a $999/yr (paid once or in 4 payments). Thats it. So for the small fry like me its yet another service I need, only this one is $1k/yr. For one lead or presumably millions.

    We need a lower priced service and better yet an integration between all these services where listsource, reww all come with the phone/email already. To eliminate this hop-skipping from one service to the other.

    In a few years we’ll look back as 2018 as the turning point for automation, I’m believing. Tnx for this “concept piece”.

    Systems builders need to keep working and bringing down the price of these services.

    • Stuart Mcarthur

      Tim, I work for Cole Realty Resource and am new to Bigger Pockets. There are a few additional comments to my article about having more disclosure so I wanted to address all. I am in no way trying to hide my affiliation to Cole Realty, and am working with Bigger Pockets to ensure credentials are stated as such. I travel the US attending trade shows for a variety of industries with a heavy focus on real estate. An investor I spoke with at a real estate expo recommended that I share our best practices on Bigger Pockets, so here I am. Some of my blogs will contain information without any reference to Cole Realty, however others do tie back to our platform. If I fail to mention how and where you can gain access to the information I’m talking about it would be a disservice. I value everyone’s feedback and thank you for commenting.

  2. Linda Hastings

    Sounds interesting, but I’m with Tim Gordon on this one and think there should be more disclosure besides just the affiliate link verbiage. This is the second blog post I’ve read on BP in the past couple of days that was really an advertisement disguised as a blog post. I hope that’s not the direction BP is going now…

    • Tim Gordon

      This is really concerning. I left the website after reading this post with that same feeling I’ve gotten at many local REIA events. Feeling sold to under the guise of education. I hope this is not a trend too…

      This could be avoided with a simple disclaimer at the start of the post. It borders on being considered Astroturfing

      • Andrew Herrig

        I’ve seen several sponsored posts over the last few weeks. I understand BP needs to make money somehow, but I agree that the disclosure is lacking.

        It is one thing for a regular BP blog contributor to review a product and for BP to get an affiliate commission. It is another for someone who works for an outside company to directly advertise their product under the guise of a blog post with no disclaimer that that is what is happening.

  3. Joe Silva

    Ding Ding Ding!!!
    Linda and Tim are correct. Stuart McArthur, the author of this article, works for Cole Information which is affiliated with Cole Realty Services. This is an ad disguised as an article.

    • Scott A Smith

      This is called branded content. An “article” that Cole paid BP to be allowed to post, pitching their services. I’m not a huge fan of it either, but as long as it’s identified at the top that there’s an affiliate relationship going on, then you can either choose to ignore it or read it.

  4. Doug Watts

    Here ya go guys!!
    The Driving For Dollars App = $20/month.
    Gives you all the same information as cole except for email and they are working on providing that included for the same price.
    even lets you directly link to other services for direct mail, bulk texts, voicemail drops, etc.
    Hit rate is still about 30-40% accuracy, but with bulk skip tracing thats the best youre gonna get at this time.

    Do yourself a favor and go start listening to the Real Dealz Podcast, Tucker is the one who started this app recently and he is Legit!

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