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12
Sep

While some messages benefit from sending to multiple generations, there are also campaigns that are better fit for a single age group. Deciding to mail to a single generation may limit your audience, but it will also deliver your message to the group that is most receptive.

As your business grows, your audience may shift. Taking the time to learn about different generational marketing techniques will save you time and energy in the future.  By tailoring your message and mail piece, your message is more likely to resonate with your target audience.

Below are some characteristics of three generations. While these pattern-based traits may not hold true for each person, they can serve as a tool to help learn more about your audience.

Baby Boomers

Baby Boomers include those born between 1946 and 1964. This generation values self-assurance and a strong work ethic. When it comes to marketing, Baby Boomers appreciate a direct approach. They want to know the value of your services, so be sure to explain the benefits of your service or product. As many Baby Boomers are of retirement age, they may be looking to liquidate their assets to create a stress-free retirement. Because of this, Baby Boomers are a great option when mailing to an absentee owned property list.

Gen Xers

Generation X includes those born between 1965 to 1980. Gen Xers are often described as self-reliant and skeptical, as many face concerns about saving for retirement. To appeal to money-conscious Gen Xers, be sure to highlight any deals you have to offer. Gen Xers also value information, so use a clear message. Try mailing a typed letter for a formal, credible appearance.

Millennials

Millennials include those born between the early 1980s and early 2000’s and grew up having many communication methods at their disposal. Try providing options to respond to your message, such as by phone, text, email, or through a website. This age group also relies on reviews, so try including testimonials in your mail piece.  Send a yellow letter in a hand addressed envelope to help your message stand out!

Test your mail piece and message to find the best fit for your audience. Learn more about our mail pieces and mailing list options to improve your campaign. To hear more about how you can send a generational marketing campaign, contact us today.

Category : direct mail marketing | find motivated sellers | Generational Marketing
28
Aug

In order to create a successful direct mail marketing campaign, you must first understand your audience. However, if you are marketing to more than one generation, it can be difficult to find a mail piece that works for more than one age group. Don’t worry! Take the time to learn about the generations you are mailing to. Once you have found shared traits, appeal to them in your mail piece. By sending a multi-generational marketing campaign, you can reach a wider audience and increase your response rate!

Getting to Know your Target Audience

When starting a multi-generational campaign, ask yourself how your product or service is relevant to your audience. Since each generation has unique characteristics, you must tailor your message to appeal to all of your leads. By avoiding a message that is geared towards a single generation (such as referencing popular culture from a certain decade), your message will be relevant to a larger audience.

Below are two values found in all age groups. Try highlighting these benefits in your multi-generational marketing campaign.

Economical

Everyone likes a good deal. Let your leads know the value of working with you. Be sure to say the ways you can save them money or solve a problem they may be facing. A satisfied customer is also more likely to refer your business to others, so you both win!

Brand Loyal

When it comes to buying, brand matters. Create a clear message and mail to your list more than once. By sending your message multiple times, your leads will begin to recognize your name which can establish trust and credibility.

To help boost your brand recognition, consider including testimonials. When you have a successful transaction, check in with your customer and learn from their feedback.

Check out some of our yellow letter, typed letter, and postcard templates to help prepare for your next campaign. To learn more about sending a multi-generational marketing campaign, contact us today.

Category : direct mail marketing | find motivated sellers | Generational Marketing
28
Jul

Once you have established a high quality mailing list, it is time to pick your mail piece. When choosing a mail piece, consider what will be an effective pairing for your mailing list. While flashy colors or graphics may add an element of fun to an informal campaign, it may not be an appropriate choice for campaigns with more serious subject matters.

Read below for an overview on choosing a mail piece that compliments your mailing list.

Absentee Owned: Absentee owned property leads offer a lot of freedom and creativity when it comes to your mail piece. Yellow letters work well for this list since they offer a flexible, personal platform for your message. If you are looking for a more formal appearance, try sending your message on color letterhead. Send your letter in a seasonally colored envelope for a festive touch.

Owner Occupied: Owner occupied property leads also offer mail piece flexibility. Since this is their primary address, it can take time to decide on selling, so consider the sequence of your mail pieces carefully. Often, it is beneficial to send letters for your first few touches so your potential clients can learn more about you and what you do. Postcards are a bright and colorful way to keep your name in front of your clients. Mix and match your mail pieces to give your message a fresh appearance.

Probate: With a probate list, the person receiving your mail will often be experiencing a difficult situation. Using a formal mail piece, such as a typed letter with a wet ink signature, is appropriate for this type of campaign. For a warmer approach, consider sending a greeting card with your condolences.

Distressed Property List: Most mail pieces can be used effectively with a distressed property lead. To establish credibility, use a formal mail piece such as a letterhead letter or digital signature letter. If you prefer a less formal approach, a yellow letter can also be effective. With any distressed property lead, make sure to use a soft message in your letter to encourage response.

Client List: If you are looking to thank your clients for their business, let them know you appreciate them by sending a greeting card. Greeting cards are personal and can help maintain customer loyalty.

With any mailing list, sending a multiple touch campaign can improve your response. If you have reached out to the same list more than once, they will be more likely to contact you. Our yellow letters, typed letters, and postcards are great to mix and match in your campaign.

For more information on choosing a mail piece to pair with your mailing list, contact us today.

Category : direct mail marketing | mailing list | Real Estate Marketing | thank you cards | typed letters | yellow letters
26
Jul

Generating and maintaining new leads is an integral part of growing your business. Luckily, with a high quality mailing list, it is easy to find motivated sellers! By using a credible mailing list and pairing it with an effective mail piece, you can make the most of your direct mail marketing campaign by reaching new leads.

Read below for some helpful strategies on how to consistently find motivated sellers.

Plan your mailing schedule:

Marketing via direct mail allows you to reach a broad variety of prospective clients, so take advantage of it! Take some time to create a marketing plan and select your timeline. Mailing out your campaigns consistently is the easiest way to regulate your calls. Make sure to space your mailings so that you are not overwhelmed by calls. However, you also want to send your campaigns out frequently enough so that you do not experience dry spells in client response. This may take some adjusting and adapting, but it will be worth it in the end.

Get to know your target audience:

Since there are several types of mailing lists available, you have many options for obtaining new leads. Know who you want to reach. If a specific age group or owners of a certain property type react well to your message, make sure to include these filters on your mailing list. By choosing filters to narrow your audience, you can market to the leads that are more likely to respond.

The quality of your lead matters. Ask your list provider if they suppress their data so you don’t send your campaign to an exhausted mailing list.

Encourage Referrals:

Using a referral system can help to boost your reputation and gain new leads. Encourage your reader to spread the word. Although they may not be ready to sell, it’s possible they know someone in the area that is.

Consider sending a thank you card to previous clients to express your appreciation and possibly even generate referrals.

Follow-Up:

Just because a lead does not respond immediately does not mean that they are not interested. Try sending a multi-touch campaign to keep your name on the minds of your target audience. By sending multiple mail pieces with a consistent message, you can establish credibility and trust with your leads. When they are ready to sell, your name will be the one they think of.

Check out some of our mailing list options to help you get started on your next direct mail campaign. For more information on how you can find motivated sellers, contact us today.

Category : direct mail marketing | find motivated sellers | Follow Up Campaigns | Goal Planning | mailing list | Mailing List Filters | Targeted Mailing List | testing and tracking
20
Jul

Targeting the correct leads can make or break your direct mail campaign. But with so many options available, how can you ensure your list will reach your target audience? By using mailing list filters.

When you think about your optimal target audience, what do you see? Do you see a 20-year-old who bought their first house a year ago? Probably not. Someone within this age-range with such a recent purchase history is unlikely to consider selling. This is why we use filters. When used correctly, you can target the leads that are most likely to respond to your message!

Once you decide on your ideal lead, start applying those mailing list filters to your target audience. Examples of these include:

• Owner Date of Birth (retirement age usually helps with motivation)
• Purchase Date (older purchase dates usually help with motivation)
• Absentee Owned
• Owner Occupied
• Market Value
• Loan to Value
• Notice of Default
• Divorced
• Square Footage
• Number of Bedrooms

Keep in mind that the more mailing list filters you apply, the more focused your list will be.  However, this also means the number of leads available can decrease significantly if you apply too many. Filters can give you a very specific mailing list, but if you want to send a large direct mail campaign, your best option is to pick the most important ones (we generally see people use absentee, purchase date, and date of birth). This way, you are still marketing to people that fit your criteria, but you are also reaching a large enough audience.

It can take some trial and error in order to find what works for you and the area you are trying to market to, but don’t give up! In time, you will learn which mailing list filters give you the best response.

If you are unsure of which mailing list filters YOU should be using, contact us today.

Category : find motivated sellers | Mailing List Filters | Targeted Mailing List | testing and tracking
14
Jul

Testing your marketing area is an essential step to any direct mail marketing campaign. This will approximate how receptive your target audience is to your message and will test the effectiveness of a mailing list or set of filters. This, in turn, will help you shape future marketing campaigns.

Continue below to learn about two effective testing methods:

Multi-Variable Testing:
With multi-variable testing, you change multiple elements of your mail piece or list. When you are testing your marketing area, this method will help focus on what is working best for your campaign. For example, you may mail the same message on three different mail pieces such as a postcard, yellow letter, and typed letter. As you discover which mail piece yields the highest response for your area and target audience, you will be able to narrow your variables.

A/B Split Testing:
A/B split testing is where you change only ONE thing about your campaign. For example, you could send two similar campaigns to test and compare how each performs. Perhaps you send two mail pieces, mail to two mailing lists, or even change something as simple as the color of the envelope. This works best once you’ve tried multi-variable testing since you will have a general idea of what is and isn’t working for you. A/B split testing allows you to tweak the smaller things.

While you may think that testing your marketing area only needs to be done once, this is not true. Marketing is always evolving. Therefore, you should continue testing so you can adapt and outperform your competition.

Begin preparing your next test by browsing some of our yellow letter, typed letter, stationery letter, and postcard templates. For more information about testing your marketing area, contact us today.

Category : direct mail marketing | find motivated sellers | Goal Planning | Real Estate Marketing Ideas
5
Jul

After a lower than expected response from your marketing campaign, you are left scratching your head. You had the right mail piece, the right envelope, and the right message. So what went wrong?

It may have been your mailing list.

Though often underestimated, the quality of your mailing list can determine the success of your direct mail marketing campaign. The higher the quality of your mailing list, the more likely you are to receive positive responses from motivated leads. So how can you make sure you are using a high quality mailing list?

The Dos

Do: Check if your list provider suppresses their data. If the list provider does not suppress their data, they may give out the same leads several times. When a list has been saturated, the leads on the list are less likely to respond to your mail piece. If they receive several pieces of mail with similar messages, your potential leads will be less receptive to your message.

Do: Check how often the list provider’s data is updated. If your list is too old, your message may no longer be relevant to the leads on the list. They may have already sold their property or may even live at a different address. Using an up-to-date mailing list will help you reach your leads at the optimal time.

Do: Ask to add filters to your mailing list. Adding a filter, or several filters, can help you target a precise audience. By filtering for the correct audience, your message will be more effective and can improve your overall response.

The Don’ts

Don’t: Buy the cheapest leads available. While you may find a low price on a mailing list, you need to value quality over quantity. If the data is poor quality, it will not matter how much you saved when purchasing the list; you will have wasted money in the end!

Don’t: Mail to exact duplicate addresses. Sending an identical mail piece to the same address can make your efforts appear insincere. Remove the duplicates.

Don’t: Give up! If you have a reputable list provider, try a few mailing lists before moving on. If something doesn’t work for your mailing campaign, make adjustments and try again.

With a high quality mailing list, you can improve the response rate of your direct mail marketing campaign. For an added boost, try pairing your list with a yellow letter in a hand addressed envelope! To learn more about mailing lists and the types of leads you can mail to, click here.

Category : direct mail marketing | find motivated sellers | mailing list | Targeted Mailing List
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