Multi-Family Direct Mail Campaign

[Matt Soffer]

Hi All-

I am starting a direct mail campaign targeting 2-4 unit properties

My Criteria for my list: 

• 50%+ equity
• Absentee Owner (in state + out of state)
• investor activity in area (determined by cash sales over the past year)
• 10 year population growth in the targeted zip code
• generally affordable median home price in targeted zip code

Strategy:

• Handwriting letters in blue ink (roughly 280 letters)
• colorful envelopes to draw attention with standard postage stamps
• Going to make the letters brief, but show some level of context related to the specific property
• Mail every 2 months, for 5-6 rounds

Any Advice?

• What should be included in the hand-written message to garner the best possible rate of response?
• Have you run a similar campaign with success?
• I was planning to include:
  • I will provide a free valuation of the property
  • I am not a broker, so there will be no associated fees
  • sign off with, "I look forward to hearing from you!"

Thanks for reading, and any advice is greatly appreciated.

I plan to post periodic updates throughout my campaign.

[Ehsan Rishat]

@Matt Soffer I would recommend increasing those numbers if possible. You want people to remember you and you want to be the solution lying on their table in their time of need. Try to make your message different. The competition probably sends mail like that and you need to be unique. "I was in town looking for houses in the area because of the great schooling it provides and your house really caught my eye. Please let me know if you would like to discuss a price. Thanks!" This looks like a very appealing message and seems relatable. Try to keep real estate jargon to a minimum. 

This is what my direct mail campaigning schedule looks like:

Week 1: Send out your mail to your list

Week 1: (Optional) Start targeting your prospects with online ads

Week 2: Call up all your prospects to follow up the mail

Week 3: Send text messages to all the prospects

Week 4: Leave voicemails (whenever possible)

Week 5: Send out the second batch of direct mail

Hope this helps. Good Luck!