Switching Up Yellow Letter Message Between Mailings

[Eric O'Brian]

Hello All,

Can anyone recommend how to change my message between my routine Yellow Letter campaign mailings?

I currently have a list of 3,000 absentee owners, and they get one of my letters every quarter, so I send 1,000 letters out a month.

I've heard many people on here switch up the message between mailings, ie. Letter 2 = "I'm STILL interested in buying your house", Letter 3 = Explaining more in detail what I do, Letter 8 = "This is my last letter", etc

Currently my strategy is to come off as the little guy, just an average joe looking for a property. I very well might move into it, and it would be my first property, so essentially it is accurate.

My yellow letter looks like this (written in my wife's handwriting)

"

Hello <Property Owner Name>,

My name is Mary O'Brian,

My husband Eric and I would like to buy your house at:

<Property Address>

We love the neighborhood and have been looking for a house in the area. If you are thinking about selling anytime in the future, please let us know, we would be very interested!

Please call us at: xxx-xxx-xxxx

Thanks,

Mary

"

I get a response rate of about 5%, mostly tire kickers. I've already touched a few zip codes with the same message, but different envelopes.

Could anyone provide some examples on how to switch up the message?

Does switching up the message provide much better results vs. just sending the same letter?

Since I'm trying to present myself as the little guy, I don't want to go into describing my business and how effective it is, just keep it as personable as possible.

Any input is appreciated!

[Rick H.]

If I were asked to evaluate the copywriting of your letter, I would say thus just for starters:

There's no grabber headline

There's no (USP) Unique Selling Proposition

You've implied that you're retail buyers (Eric and I like the neighborhood)

You don't connect to solving a problem, other than making some repairs.

I suggest if you don't want curiosity seekers, change your attractant and look for different type folks. Look for people who have specific catalysts and are pulling their hair out, preferably in big clumps.

Don't show up with hair spray and brushes. Show up like an Australian outback sheep herder (just don't try to do that thing they do with their teeth to the young rams).