When creating real estate direct mail marketing campaigns, especially multi-touch campaigns, you may have a tendency to send out to everyone on your list. A common myth is that you should always market to all prospects, but this is often counter-productive. Here’s a quick look at why and who you should focus on.
Consider the Value of Multi-touch Real Estate Direct Mail Campaigns
Sending out mailers gets attention, whether it’s a professional letter or a small postcard. Many times, it takes an investor several times to reach out to get the recipient’s attention. They may not yet be in the place to make a decision or they may not have decided what their next step will be. Even once they are ready to take the next step, they must decide who to trust.
When you send out multiple direct mailers to the same prospects, you become a familiar name. They are more likely to think of you when they are ready to make that next move because in a way they have come to know you.
Who to Focus On
So, who should you focus on in your mailings? Studies have been done that say it takes five times of contact for a potential lead to take the next step. If you send out a multi-touch campaign for your top prospects, you’ll have a higher ROI because a greater percentage of them will take the next step. They were already interested and were at the top of your lead list.
Now, that’s not to say that you shouldn’t ever market to the lower leads on your list. It pays to stay in contact with them through carefully planned mailers. At some point, they may work their way to the top of your lead list where they will get more attention. However, you don’t want to waste your time and money trying to treat all your prospects equally.
Some prospects are higher than others because they are ready to make their decision. Often they include people in the following categories:
- Code violations
- Deceased owners
- Driving for Dollars
- Tax lien
- Super Lead
If you want to know more about how to better market to your prospects or get pricing on mailers, contact Open Letter Marketing at 978-269-0245.