Critique my direct mail system

[Kyle McCorkel]

I've implemented a direct mail campaign for the past 4-5 months (with limited success I feel - 1 deal and about a half-dozen "good" leads, with a bunch of tirekickers) and feel that I'm ready to tweak and/or scale.  I will outline my current system below along with some questions - any advice on where I should focus my efforts would be appreciated.

• I am not wholesaling right now; strictly looking for my own deals.
• Target properties: Looking for low-end BRRRR's (ARV <$120K) and low-to-mid-end flips (ARV $120K-$300K). Also 2-4 unit BRRRR's.
• I'm using MyREIPro.com for list generation and to send out the direct mail and like it so far.
• List generation: I either do Absentee Owners with >50% equity OR drive for dollars and lookup the owner's contact info.  I'm targeting only B and A class areas. 
• Current scale: about 200-300 pieces per month
• I mail to each owner once per month for at least 3 consecutive months
• I have a single postcard template that I send every time (see below)

• The website is a simple landing page where the prospects type in some general info and submit a form.  Then I call them.

• The number is a google voice number that goes straight to voicemail.  It's a simple recording where I tell them a bit about myself then invite them to leave a message.  Then I call them back.

• On the call back, I'm prepared with a rough script of questions for them about the property.  I also let them know what I do and am up front with what to expect from me.  If they are not tire kickers, then I'll arrange to go see the property.

• After a property walk through, I'll call them with a verbal offer within 24 hours.  If it's convenient, I'll deliver a written offer as well.

Questions:

• Should I tweak the list criteria? There's a lot of older people in the Central PA area - how can I target older owners and also probate/executors of will?
• Should I tweak the frequency? Is 1x/month too much or not enough? How many total mailings should I send to each owner (I'm thinking 6 feels right)
• Should I design one or two other postcard templates so they are not getting the exact same postcard over and over?
• The website/pitch: "Central PA Fixer Upper".  I've gotten feedback from one owner that felt insulted that I was calling her property a fixer upper.  I kinda rolled my eyes...but do you think I am losing leads due to this kind of wording? In my mind, I figured it would weed out people who had too much emotional investment in their property.  I want people who just want to get rid of it.
• Should I improve/add to the website? Maybe some testimonials/about me/FAQ's?
• With the google voice number, should I continue to have it go straight to voicemail? I do have some missed calls where callers do not leave a message.  Perhaps this might weed out some tirekickers, or perhaps I am losing leads this way.

For those who are still with me, thanks for reading all my questions.  Any help would be appreciated as I work to make my direct mail system as efficient as possible.

[McKinley Crowley]

Hey @Kyle McCorkel I really like all of the thought you are putting into your mail.

Anyway to answer a few of your questions I would change up the mail piece each time and maybe at some point loop back to this postcard. You need to make sure you don't train people to throw away your mail piece and if they see the same thing every month they will eventually not even look at it and just toss it.

As for frequency I think once every 4 weeks is a good time frame. You want to make sure they remember you but you also don't want to spam them. 5-7 touches is usually a good amount of follow ups. 

You should start answering your calls live. I do think that sending them to voicemail could cause you to lose leads. 

If you want to chat more feel free to message me. I can talk direct mail all day :)

Good luck!