Does Direct Mail really work In Houston Texas

Question

Just as the title states, does Direct Mail really work today in 2020??

Cameron Tope · Answer

Hey Clay,

I agree with both @Braden C. & @Mark Sewell - you must use DM properly for it to work, and there are some tricks to optimize.

The biggest thing you can do from a marketing perspective (regardless if it's DM, social, SEO, etc.) is consistency. If you consistently mail letters and consistently follow up with your leads, then you'll land deals. You can optimize via A/B split testing and other means but that comes once you have mailed thousands of letters, so you can see trends.

I've purchased the majority of my properties from DM but some of the owners sold more than 6 months after they had received my first letter, so don't mail for a month and get discouraged. Make a plan and stick to it.

DM is also highly competitive so make your letter or post card stand out by playing to your strengths and your story.

Hope that helps!

Braden C. · Answer

If you're a person who won't answer the phone when it rings, won't return phone calls, makes ridiculous offers, or can't speak with any amount of intelligence, then the answer is going to be no. If you think sending out 200 letters once with no follow-up and no second, third, or fourth touch, then the answer is no. I point out these examples because we speak to potential sellers daily who tell us about their experience with other companies and these are examples they use.

Direct mail done right works but it's not some silver bullet that gurus make it out to be. We currently earn right around $7 for every $1 we spend on mail, so for us mail is working. We also have a great ROI on several other marketing strategies that work, mail certainly isn't the only way to go.

Mark Sewell · Answer

I think it can work, but probably in conjunction with other means.

For instance, it is useful to mail postcards to a certain list, and then you track the return mail.  Maybe 10% of your cards get returned.  You drill down on those leads and try to track down the owners.  They say this is where the gold is.

The rest of it you can now continue to mail to, if you like, knowing that you have just shaved 10% of the cost of your mailers.

Now with that said, if you are not well represented online, then you are wasting a significant chunk of your direct mail budget.  In 2020, people will go look up online to see what they can learn about you.

Does Direct Mail really work In Houston Texas

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