Direct Mail Printers and Techniques

[Chris Balestriere]

Hello BPers!

My brother and I have been getting quotes on as many direct mail printers in Connecticut (mainly Fairfield County) as possible. I was wondering if anyone could refer me to any printers that have fair rates and do a good job either around Connecticut area or anywhere else. The more options the better! 

We have also been debating the best techniques to send to potential motivated sellers. How many times do you usually mail to the same address before moving on? We came up with the number 6, but I would like to know what more experienced marketers have to say. Also, do most people find that they have a better response rate from yellow post cards or mailers in an envelope that need to be opened up with a more personalized message in them? What do people find is the most important aspect of mailings; if there is one thing that you MUST do, what is it? There are so many questions on such a topic, but any advice to help us get started would be amazing.

Thanks everyone!

Chris Balestriere

[Justin Silverio]

@Chris Balestriere I agree with Claire on most of her response with the exception of response rates for yellow letters.  In competitive markets, such as ours, expect to receive somewhere around 3%.  Even with the customized mailers that I do for my own real estate investing business, which is really unique, my response rate is at 4.28%.

Regarding the number of touches, I mail to my prospects until they either call me and ask to be taken off the list or have sold their home.  Otherwise, they will get mail from me indefinitely.  I've purchased deals from owners called me after the 10th or 12th touch and sometimes after several years.  Also, it shows people that you are still in business and not just a fly-by-night operation.  I strongly believe in consistency.

Regarding mailers, I only use letters (handwritten and professional) because they provide the best response rates.  All of my lists are very specific so I don't waste money on a shotgun approach.  Each letter is built off the last one, so as to build a conversation with the prospect.