Can anyone share their KPI's and luck with Direct Mail piece

Question

Is anyone having any luck with a direct mail piece that they could share?  I've way scaled up my mailings, and would like to get as much return as possible (obviously).  Does anyone have any images of what has been working well for them?

Also what about mail to call ratio, call to lead, lead to close, etc.  Would anyone be willing to share their stats with the mail pieces they are using?  Currently, we are getting less than a half a percent on our direct mail.  Im hoping with a larger list, the targets will be less numb to everyone elses post cards.  Any thoughts/opinions/advice are welcome.

Thanks everyone!

-CW

Ehsan Rishat · Answer

Chris, we do about 50k+ mailers/month and you can always expect 1-2% call with postcards and 2-5% with letters. 1-3% conversion depending on your experience and negotiation skill. If you send 1000 mailers you can expect 10-50 calls depending on postcard vs letter but if you're new in the market you got to work hard for it. In order to get your first deal, you must be consistent with your mailings. It's better to send 5 mailings to a list of 200 people than sending once to a list of 1000 people. When a homeowner receives your direct mail for the first time, chances are they will ignore it but when you keep on sending direct mails to the same list of people then you're creating brand awareness and building trusts which are the key factors of any business.

Good luck with your mailings!

Michael Quarles · Answer

Good to meet you.

I like these two the best.

Matthew Perry · Answer

I concur with what @Jerryll Noorden said there, that you do not reinvent the wheel on this one so to speak. Simple is better. Studies have shown that people are going to be less driven via a call to action with having no base line for who you are and what you are all about. The latest Zillow marketing survey spells out clearly that just saying your in real estate and are in the area is not enough, big whoop. When we begin a farm our first mailer, note, or card whatever we are doing is always just saying that we are going to be active in the area and directs people to where they can find out more information about us. It is definitely a long play and we are continuously building off the last mailer we did in that we are talking about us. I am also a firm believer in a mailer should never be about wanting to buy your home, that is not going to work and you are appealing to a small piece of the marketplace in that in people who would actually use you, instead make it about you, and your company. Did you just buy a house in the area? How quickly did you close on it? What value can you provide? For all that go to our website and see what we can do for you!

Jerryll Noorden · Answer

It is very simple really . And I keep telling this to everybody . Imagine you get a postcard through the mail .  What would work best  on you.  A simple message  with a simple picture of the person you will be calling  IE not a model  with a simple message  directly to the point .  Versus a yellow letter with scribbles  figures flooded with texts scammy and spammy looking .  Everybody says the mindset of somebody desperately trying to sell their house is different  from your mindset .  I say to those people, horse poop .  First of all  most people that convert are people that are absolutely not desperate to sell .  Hundred percent of my conversions are from people that are simply pissed off  or tired dealing with agents .  Secondly  the more desperate you are  in my experience  the more clear-minded they are  and they will think through  before converting .  My recommendation is a postcard  in a color that is not too crazy  with your headshot  and a very kind come not desperate simple direct straight to the point message . I our message says something like this :

Hello my name is monkey and I am looking for houses to buy. If you're interested in selling your house please visit our website where you can see pictures and testimonials where you can learn about us and all the benefits of selling to us versus our competitors. I am not going to convince you that we are the best choice but if you feel that we are call me and we will figure it out together.

Do you see the trick hair. We do not use our postcards to take people into choosing us. Our postcards are not for conversion reasons. Our post got simply is there to get people to visit our website. Opposed God is not going to convert, your website is. Well as long as fairies great at your website like ours. We have the best website in the world obviously. People think pay-per-click Direct Mail marketing bandit signs SEO are all separate entities in the world of marketing. How powerful do you think you can be when each of these methods compliments the other Phil's missing gaps the other leaves and built on the other. Keep in mind if you accept and follow general advice from people on this forum you always be General. Now if you are like us see what your competitors do and 10x  it... always think bigger always think smarter always think about her you will be number 1

If you think a small little postcard is going to do the trick to convert you will never beat me when I use my huge fantastic amazing website to convert leads. Your postcard should Simply Be to let the recipient know you exist and give them enough curiosity reason or motivation to find out more about you. Such a small card only has space for that. There is not much space left to convince them you are the one to deal with. That is where your website comes in. That is what your website is for. That is why your reviews are there. You need to think on your own be smart and outsmart your competition

So scribbles colored text figures all make you seem way tooooo desperate to get someone a attention and psychologically the recipients feel this.

Michael Lee · Answer

I don't have a very large sample size yet (as I just started doing direct mail), but from the first 3000 or so mail pieces I got one call for every 200 letters. I wasn't able to get a list (due to privacy laws in Canada), so I targeted certain areas, and dropped mail at every door in the neighbourhood.

Can anyone share their KPI's and luck with Direct Mail piece

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