Personalized Direct Mail - Effective or Creepy?

Question

On Saturday we took the Family out for a walk around our town and took selfies with 23 different houses.

We picked these particular multi-family houses since they had absentee owners and were near parks and have a nice sized backyard where we would like to buy our next house-hack for our growing fam. If they looked a little neglected, all the better.

We are thinking to mail each of the owners of these houses with the below letter and personalized photo.

Anyone have any thoughts, suggestions, advice regarding the wording and strategy? This is our first time doing a mailing campaign.

Matthew Perry · Answer

I agree with Account Closed with his point about the message of the letter. You cannot start off by saying you are looking for a place for your growing family, only to go on and talk about the other units you currently own. I believe personalization is a game changer in this business, and the more you can make it about you, your family, and what you do separates you from the herd. I'd look at this way that this a first touch message and you are just trying to start the dialogue which then the message is less is always more.

Account Closed · Answer

I think that level of personalization is a stroke of brilliance.

The only "issue" is the fact that you and your wife have a company that is real estate investment focused.  So, saying you need the home for your growing family may come off as disingenuous.  I would go with as few words as possible.

If I were to go "overkill" I'd re-take the photos and have my wife take the lead.

"My husband and I have a small local real estate company but we're also looking for a home for our growing family. We thought your home may be a great fit for my husband (name), child 1 (name) child 2 (name).

If you are interested in selling it, give me a call at 12345678 or, you can e-mail me at..."

Women tend to be more approachable than men in general I've found.  So, if I were looking to squeeze every bit of juice out of this campaign, this is how I'd do it.

But, again, the photo / personalization is pure gold.

Jeff Brower · Answer

using a 'xxx properties' email address also adds to the thought that you are an investor which might dissuade someone from thinking you are being genuine. Maybe use a gmail account or something, just a thought. Otherwise good idea. I sent out 60 letters of the same sort last year and am now living in a duplex that I bought from that campaign.

Kelvin Tam · Answer

@Sunny Burns I personally think that it's a great effort. It has the human personal touch which we are lacking in this information age (everything is about AI and machine learning).

Aside from this, I find that statement from Account Closed is funny but quite true about women being more approachable. It's the same thing here in Malaysia

Doug Pintarch · Answer

Coming from the car business perspective (Meaning I have seen every piece of schlock you could possibly conjure), that personal marketing is genius!   I do absolutely agree with Account Closed though, get rid of your company and other unit info.   Makes me think "I knew it...sneaky corporate crap!"   Other than that...get it out there!

Sunny Burns · Answer

Account Closed great points! Thanks for the feedback I will rework this message a bit.

Sunny Burns · Answer

So I got my first response, we mailed them out on Wednesday.

He just emailed me back this "Hi Sunny it's me Islam,  thanks for your interest in our property. I will have to find out how much the property costs and hopefully we can work something out in the future. "Any recommendations as to how to respond?

He just emailed me back this "Hi Sunny it's me Islam,  thanks for your interest in our property. I will have to find out how much the property costs and hopefully we can work something out in the future. "

Any recommendations as to how to respond?

Sunny Burns · Answer

Okay made some edits based on the feedback here. Feel free to share more feedback, but thinking to start sending these out tomorrow. Thanks everyone for your comments!

Sunny Burns · Answer

Wow that is awesome and very encouraging! How many responses did you receive from the 60 you sent out? Would you mind sharing the exact verbiage you used?

Personalized Direct Mail - Effective or Creepy?

Most Popular Reply