March 1, 2013 in Marketing
I have talked about direct mail several times before and the fact that you have to set up campaigns to be successful with this strategy. Sending out a whole bunch of letters once or even a couple of times and then stopping is just a waste of money. So before moving on to creating absentee owner letters that actually get a great response, I want to spend a little time going over the basics of direct mail campaigns.
What exactly is a direct mail campaign?
A direct mail campaign is an ongoing process of sending mail pieces to your target audience. It is not a one or two time event where you mail to your prospects. Folks that are successful follow some tried and true principles.
What are the 7 steps that make up a direct mail campaign?
- Decide on the type of mail piece (letter or postcard).
- Create a compelling message for your mail piece.
- Design your actual mail piece.
- Put together a list of prospects. Know who your target audience is.
- Get the mailing together yourself or hire someone to do it.
- Rinse and repeat every month.
Congratulations. You have just set up a direct mail campaign.
One bit of advice; get yourself a database or contact management system right from the beginning. You won’t be able to manage this process unless you automate it.
Now back to creating your absentee owner letter.
What are the components to a good direct mail letter?
There are several key pieces to a good direct mail letter.
- Your letter should be personalized. Wouldn’t you rather get a letter that says “Dear Dan” than one that says, “Hello Homeowner” or something like that? Your letter should also have the subject property address on it.
- Headlines and sub-headlines are one of the most important aspects of the letter. You have to get the person’s attention right away. This is especially important with postcards where you have very limited space.
- Use bullet points whenever possible to highlight your message. People have notoriously short attention spans. Using sub-titles and bullet points makes it easy for the reader to scan your letter quickly. If they can easily identify with your message or your offer, they will be more likely to ready the whole letter.
- The letter isn’t about you, so don’t spend a lot of time talking about you or your company. You should say something like, “I will buy your house AS IS, can pay cash and close quickly”. Those are things about you (or your company), but they are also benefits to the seller.
- List some problems the seller might be having such as:
- You tried to sell your property before you moved but didn’t get an offer.
- You inherited an unwanted property.
- You had tenants in the property and wanted to hold onto it for income. But, it turned out to be more trouble than you thought.
6. Offer some solutions or ways that you can help them now.
- You won’t have to worry about making any of the needed repairs.
- You’ll stop sinking money into a property you don’t even want.
- We will take care of all of the paperwork for you.
People are motivated by two things; pain and pleasure. Figure out how to make their problem (their pain) go away, and in the process you can put together a great deal (pleasure) for both of you when you have a truly motivated seller.
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