Here’s the big misconception…
Most real estate investors don’t think direct mail works. But I can tell you with 100% certainty that it does because I’ve been using it in my own business to get motivated sellers calling me. They are initiating the call because of something they got in the mail from me. I’m going to share with you my 6-part direct mail campaign that will have motivated sellers calling you.
Direct mail is one of the most effective marketing strategies for real estate investors, if it done properly. There is a lot that goes into a successful direct mail campaign, from developing the right message to choosing and building a list (whether you buy it or source it yourself) to finalizing the direct mail pieces. On top of that, you have to plan to mail multiple times to your list in order to increase the chances of their calling you.
It’s a lot to juggle, but fortunately there are tools and resources available to help ease the pressure, which I’ll show you how to get in a second. Don’t forget, too, about outsourcing as much of the process as makes sense so you can focus on those tasks and projects that will generate revenue for your business.
Recently I covered the 5 Steps To Direct Mail Domination where I went over some of the fundamentals of direct mail, where to find lists, and what types of direct mail to use when. Make sure you review that article and use what’s in there to support what you’re getting here.
I have an 8-part direct mail campaign that I want to share with you. It contains actual wording that you can use for your own mailings to get someone’s attention and speak directly to their needs. These are examples that you can use in your own business so you’ll never have to wonder what to include in your message again. Taking the guesswork out let’s you focus on other parts of your business.
So let’s look at each:
1. Foreclosure Postcard
This postcard is short and to the point. You’re referencing their case number, which shows you have done your homework on them and are not just sending something random. It also informs them that they have options if they are facing foreclosure. The call to action is simple, to talk to a qualified Foreclosure Prevention Specialist, which is either you or your VA. Note that the phone number is repeated three times to reinforce it.
2. Foreclosure Yellow Letter (1)
This direct mail piece is longer than the postcard, which gives you a chance to go into a little more detail for the homeowner. You’re again including their case number, but this time referencing their specific lender and how you are a preferred mortgage debt negotiator with them. You’re offering to provide references of other homeowners you have helped, and are willing to even just provide some advice and guidance, if they don’t want to take you up on your offer of help. Once again, your phone number is given multiple times. Here’s one of the best parts of this letter… the P.S. The P.S. is one of the most read parts of a letter. More people will read it than the actual body of the letter, so putting a strong message and call to action in the P.S. is critical!
3. Foreclosure Yellow Letter (2)
In this next yellow letter, you’re taking a very informal tone. You’re recognizing that you have already sent a couple of different letters, so this is going to be your last attempt to help. You emphasize that you understand their position and have helped others in the exact same spot. What’s important is that this time, you’re listing a series of possible solutions that you can provide. Your call to action is clear, and the phone number is given repeatedly. In the P.S, you give one final plea for them to call you for help. This letter plays to their emotions more, and the casual tone makes you sound more approachable and understanding to their situation.
4. Yellow Letter (3)
This yellow letter copy is very casual and conversational in tone. It is speaking directly to the homeowner, explaining how you’re a local resident and business who is interested in helping others in the area. You’re comparing the homeowner to others you have helped, emphasizing the only difference is they picked up the phone and called you. The call to action is clear.
5. Foreclosure Mailer (1)
While this one may initially look like a yellow letter, you’ll notice it is not as casual as the yellow letter examples, above. It is a more formal letter, structured as a standard business letter with their return address, and you can print it on letterhead. You are once again addressing their particular situation and are offering options of how you can help. The call to action is clear, and you’re providing the option to either call or fill out a form, which is a method some homeowners might prefer. The P.S. reinforces the call to action.
6. Foreclosure Mailer (2)
This piece is a condensed version of the printed letter, this time on a postcard. The bold red front with a big headline will get their attention, and the information on the back give a quick rundown of how you can help, along with a clear, direct call to action.
7. Foreclosure Mailer (3)
This piece is once again more formal, sent on your company letterhead, using a standard business letter format. This time, you’re getting a little more aggressive in letting the homeowner know that you’ve noticed their foreclosure hasn’t been resolved yet, but you’re surprised they haven’t called you to discuss their options. You are again offering to provide references (credibility), and this time are providing three different ways they can get in touch with you – phone, email, or a web form. Notice there is still a P.S.
8. Foreclosure Mailer (4)
When you look at this one, you’ll notice there is a little more urgency, and almost a sense of frustration that the homeowner has not called yet to get help with their foreclosure. You gain explain how you can help, offer credibility, and three ways to contact your office. The bog graphic at the top is another great attention getter.
It’s easy to see how this series of direct mail pieces would prompt someone to pick up the phone and call your company for help. Each time you’re including a little more emotion, but each time you’re remaining professional, informed, clear as to what you can do to help, and providing an explicit call to action.
By following this path, the homeowner will have no choice but to pick up the phone and call. And that’s the exact type of motivated seller phone call you’re looking for. The rest is up to you.
For more strategies, systems, tools, and resources that I use in my business everyday, CLICK HERE to register for a comprehensive real estate training with me and my team on.
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