Achieving Success Through Your Direct Mailing Campaign
By Paul Esajian on February 2, 2015
We have reached the point in the year where any changes and ideas you want implemented should be well under way. One of the most popular methods for generating new business often comes from direct mailing. If you think that you can have success with any list, you may be very disappointed with the results. A successful direct mailing campaign takes a lot of different areas coming together at once to get your phone to ring. Hoping, or assuming, that you can put a stamp on a postcard and wait for leads to come in will often lead you to wonder what you did wrong. Direct mailing can jump-start your business, but there are a few things you need to look out for.
Your mailing, in large part, starts with the list you obtain. Before looking for a list, consider exactly what you want out of the mailing. Do you want to purchase houses you may be able to flip quickly? Are you looking for existing rental properties from absentee owners? Instead of first looking at lists, start with your goals and work from there. The most common mistake mailers make is not spending enough time on the list they buy. You need to vet the company and see just how exclusive your list really is. Look online for any referrals or feedback on the company and the list. If you need to pay more for an exclusive list or one from a more highly regarded company, this will give you a greater chance at a return on your investment down the road. Not all lists and companies are created equally. Spend the time to make sure you are working with a good company and have the list exactly how you want it.
Once you have your list in place, you need to come up with a plan for how you are going to use it. It is unrealistic to think that you can send one batch of letters and have your phone ring off the hook. Even before you buy, you need to have a budget in place to send your letter multiple times. You can have the best list, but if you don’t send it enough times you won’t get incoming calls. Each list should be kept on a database and every mailing should be tracked. Not only does this make sense to track your responses, but you can also track any returned letters to get a refund from the mailing company. If you are not prepared to send your letters or postcards at least six times, you should hold off until you are ready. That means six sets of stamps, envelopes, paper and taking the time to stuff or outsource the work. It takes that kind of commitment before you decide to drop your first letter. If you aren’t ready to do that, might as well be wasting your money.
Even before you send anything, you need to be ready to handle the projected call volume. Not only do you need to have a dedicated line in place, you also need to consider what someone will do when they receive your letter. Regardless of how great the list is or how nice your presentation is, a large majority will go unread and thrown in the garbage. The people that receive your letter and have interest will start with doing a quick internet search on you. This means that you should have your website updated and in working order. If your website is outdated, homeowners will form the impression of you that you are lazy, sloppy or out of touch. The same is the case with your social media platforms. You may use these accounts in your personal life, but you should be aware that you are being judged with every post you make. You may not think that your post about politics or religion is offensive, but it is definitely being read. It is easier than ever to find out about someone or a business. Keep this in mind when you mail. If you don’t like what you see, other people won’t either.
When your phone rings, you need to be ready to take action. There are many people that won’t return your call if theirs is not answered. You need to take every new call that comes in and be ready to talk. You will only have a few minutes to get the information you want. You should be ready to answer questions about yourself and your business. It is important to try not to close the deal in the first three minutes. The recipient has most likely received multiple mailings and letters and is often skeptical about what you can do. You should be ready to answer questions just as much as you are ready to ask them. There is a fine line between getting what you need to evaluate and putting the caller at ease. This takes time and experience, but it is a critical piece in direct mailing success.
Direct mailing can be great for your business, but you have to have everything in place. If you are not ready to handle the calls or to put your best foot forward, you could be wasting money that would be better spent elsewhere.