Sometimes it happens that your postcard mailing, doesn’t give you enough leads or sales for your real estate investment firm.
It leaves you in shock that what may be the reason. Well, you are not alone in this. You check statistics, study it with different perspective, but still are unable to find the reason. You question yourself why did the mailing fail? Where had you been wrong? Which part of the matter was not impressive enough? Was it because of the headline or text, or because you had not put enough or convincing testimonials?
So do you consider your real estate direct mail copy as junk and throw it away? No. You are now about to engage in the scientific and investigative work of real estates direct marketing. Like a CSI detective, you will keep on testing the copy to discover what works.
First I would like to state that I am a “collector” of junk mails. Some collect coins, some stamps, some Mickey Mouse items. I believe junk mail is worth its weight in gold in my business.
How did this idea of direct junk mail farm come about? My name was listed multiple times in mailing lists. Most probably whenever I signed-up for something, I wrote my name and address a bit differently. Or I used shortened versions of my name when I am in a hurry.
So I get a chance to receive mailings twice. I find many times that mailing are not identical, I understood this is how a firm “tests” it’s copy, each mailing with a different code, which they track to see which mailing was producing better results.
Yes! That was it. And you can use this illustration to your advantage in your next postcard mailing. If it didn’t bring in the results that you expect it should, change one element – and one element only. Then mail it again. Better yet, mail the two side by side carefully placing different codes on them. Then you can get a true picture of which pulls better.
It may be a different headline. Or you may decide to place different testimonials on the postcard. It really doesn’t matter what you change. Use your gut instincts. Just make sure to change one item only at a time. Then mail it. When the results roll in, then you can compare it to the previous one.
Did it pull any better? Or did it pull worse? If you’re not satisfied with these results, then on your next mailing, select one more item to change.
You need to be patient during this investigative process of real estate direct marketing. But your persistence will pay off not only for the current real estate postcard marketing campaign but for your future real estate marketing campaigns as well. So keep on testing!
Topics: foreclosure marketing, how to buy foreclosures, how to buy foreclosed homes, foreclosure investing