Is direct mail is good way to generate seller leads?
HELL YEA IT IS!
Direct mail is alive and well and can be one of your best listing prospecting tools if you know how to use it the right way. If you do not do it the right way you can end up spending a lot of money without any leads so pay attention to this article.
If real estate investors can find and buy properties where they are rehabbing or wholesaling, why couldn’t you do the same thing? In this post I want to talk about the direct mail process as a whole and how to approach it to make the most out of it.
Get A Targeted List
You must have a targeted list. There are numerous data companies that can sell you very up to date information so you can reach your target audience.
You can purchase lists for absentee owners, FSBO’s, expireds, probate, and so on. This way you ensure no wasted reach as your message can get in the hands of who it is supposed to be for.
Create A Great Offer
Don’t waste your money on trying to brand your image. Nobody cares about how many houses you sold or how long you been in the business. They only care about what your marketing piece can do for them so keep it to the point. Every direct mail piece should have some kind of offer that solves a problem for the intended recipient.
Here are some examples:
Absentee Owners, divorce, probate– You have an investor who wants to buy their house as is, cash, quick close, no commissions.
FSBO’s– How To Sell Your House Without An Agent.
Expireds– Access to a case study on house that sat on market forever.
Each of these audiences would have a different type of campaign or message that is relevant to solve some kind of problem they may be experiencing. Your offer should ALWAYS be steered to generating a permission based response. It needs to drive someone to a phone number with call capture technology or a landing page online. Check out this article below for more direct mail ideas.
The Follow Up
This is the most important part! You are either going to convert or not. The follow up is 100% the key to making this work for you. If you suck on the phone, direct mail is not going to be for you. It’s no different than any kind of cold lead generation you are doing. Check out some of these articles if you have further interest.
Your only goal for a lead should be to set a face to face appointment so you can begin the rapport building process. You are not going to know up front how you can help this person until you meet with them. Direct mail is a tool to set more face to face appointments where you can earn the business. DO NOT TRY TO SELL YOUR SERVICES ON THE PHONE. Instead, focus on solving that person’s problem and everything else will fall in place.
Set Up A Multi Touch Campaign
It’s very important you have a multi-step campaign set up. You are not going to have success with just sending one direct mail piece. You want to approach any and all direct mail activities with a multi-touch approach to the same list. People may not respond on the first mailing.
Every marketer will tell you that you need to have multiple touches to be effective. You are going to farm this list over a very short period of time.
TIP: We have a software that will 100% automate this process for you. You place an order we handle the fulfillment. Coming Spring 2016.
If you can follow these four simple steps, you will have an effective direct mail campaign set up to generate listings.
Real estate is not a hard business, but it’s a hustle business. The question you should ask yourself is if you feel like you are in the right hustle?
Check out the links on this post and please comment below. I would love to hear from you.
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