Direct Mail Printers and Techniques

Marketing Your Property
10yFollow

Direct Mail Printers and Techniques

Chris Balestriere
Norwalk, CT · Member since 2016 · 22 posts · 11 votes

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

0Reply
25 views

Most Popular Reply

Justin SilverioPro Member
Developer · Andover, MA · Member since 2008 · 1k+ posts · 489 votes
10y

@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.

Podcast Guest on Show How to Easily Find Off-Market Properties (No Experience Required!)
3Reply
See this reply in the discussion

8 Replies

Jump to latestLatest
  • Claire Trammell
    Bakersfield, CA · Member since 2016 · 543 posts · 281 votes
    10y

    Hello @Chris Balestriere!

    You raise a lot of great questions, I'm going to take a stab at them!

    We have seen that sending a different mailing piece every 3-5 weeks for 5-7 months works well. By switching up the marketing piece, you can catch the eyes of more potential sellers. One person my be compelled to respond to a postcard, while another may like the letter in an envelope better. By switching up the actual piece, you can appeal to a wider niche.

    As for response rates, it is different in almost every market. However, over the years we have come up with an average based on our customer feedback as well as our own mailings. Here are the averages:

    Yellow Letters- average response rate of 8%-9%, all kinds of calls (angry calls, curious calls, tire-kickers, quality calls)

    Postcards- average response rate of .5%, mostly quality calls.

    Zip Letters- average response rate of 2%, mostly quality calls. (Great for follow ups)

    Greeting Cards- average response rate of 2%, mostly quality calls. (Great for follow ups)

    Lastly, mail merging any piece would be ideal. That way the message has more of a one-on-one conversation type feel. 

    Hope this is helpful!

    2Reply
  • Phil Z.
    Real Estate Broker · Orange, CT · Member since 2013 · 951 posts · 218 votes
    10y

    I don't think local printers can complete with online printers.  I'm not sure why you would want to stay local when the online systems seem way more advanced and cheaper.

    If its a foreclosure type list where the seller is in hiding, I wouldn't do letters.  I would recommend postcards for all lists really.

    1Reply
  • Justin SilverioPro Member
    Developer · Andover, MA · Member since 2008 · 1k+ posts · 489 votes
    10y

    @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.

    Podcast Guest on Show How to Easily Find Off-Market Properties (No Experience Required!)
    3Reply
  • Chris Balestriere
    OP
    Norwalk, CT · Member since 2016 · 22 posts · 11 votes
    10y

    Thank you all for taking your time to give me some feedback! I have actually learned a great deal from what you shared. @Claire Trammell and @Justin Silverio, could you possibly share with me when you started mailing, how many pieces you sent out and today how many pieces do you send out? Also, what type of list do you typically use? I seriously appreciate your feedback.

    0Reply
  • Justin SilverioPro Member
    Developer · Andover, MA · Member since 2008 · 1k+ posts · 489 votes
    10y

    @Chris Balestriere When I started, I was doing everything in-house with my wife.  We would get about 500 out the door a week which took up most of our week nights.  Once I got a rehab deal though, I couldn't keep up with the marketing and completely stopped ( I also had a day job at the time).  I've learned from my mistakes and can share that you don't want to stop your marketing.  It takes time to build momentum with direct mail so if you stop you'll have to spend money to get your marketing back to the point where it was before.  Hopefully that makes sense.

    I'm sending about 2,000 pieces a week and my investment company uses my direct mail company to do everything.  I send to a lot of different lists - DFD, Absentee, Equity, Tax Lien, and a number of smaller niche lists.

    Podcast Guest on Show How to Easily Find Off-Market Properties (No Experience Required!)
    1Reply
  • Olivier LePage
    Wholesaler · Carignan, Québec · Member since 2014 · 107 posts · 25 votes
    10y

    Thank you for the great advice @Claire Trammell and @Justin Silverio. I was wondering if you're using the same type of letter for inherited houses.

    Olivier Lepage

    0Reply
  • Chris Balestriere
    OP
    Norwalk, CT · Member since 2016 · 22 posts · 11 votes
    10y

    Thank you @Justin Silverio, That makes a lot of sense. It sounds like you are going very strong on direct mail and have a great deal of experience in sending it out. I hope to get to that point as soon as I can. I believe we are going to start with sending out 500 pieces a month and go from there. Obviously not quite as many as you, but we all have to start somewhere! AND you have a direct mail company as well? That is quite the undertaking, but smart if you send out that much mail. Thanks again and good luck to you!

    0Reply
  • Justin SilverioPro Member
    Developer · Andover, MA · Member since 2008 · 1k+ posts · 489 votes
    10y

    Thanks @Chris Balestriere.  Exactly, everyone has to start somewhere and can only do so much.  I didn't start the company as a means to supply my investment company, but more to fill, what I felt is, a large void in the direct mail business and offer people something more unique to provide better results.  

    Good luck!

    Podcast Guest on Show How to Easily Find Off-Market Properties (No Experience Required!)
    0Reply
Join the conversationCreate a free account to reply, vote on answers and follow this thread.
Log InJoin for Free