Wholesalers (and any direct mail marketers), check your data!

[David M.]

Hi Everyone!  I invest in Arizona where ownership records are public and quite easy to access.  As such, I get phone calls, letters, and even text messages asking to buy my properties for top dollar and cash.  Quick sidebar, if the same prospect receives 25 postcards from different sellers all saying the same thing, the message begins to lose effectiveness, and it might be time for the savvy marketer to move to something new.  But I digress...today was my favorite unrequested solicitation.  Quick second sidebar, since AZ property info is so open and widely available, I invested in a UPS Store mailbox for a "real street address" years ago.  Since switching to the UPS box, all property recordings point to that mailing address on public records.

So, long story long, today I received a 4" x 6" bright yellow card.  The front had the mailing and return addresses, along with a quick intro to his goal of buying houses in my 'hood.  Even a passport photo and phone number.  The back was a mail merged script addressed to my full name, and stating his interest in buying my property.  I'm sure some of you can see what's coming next, but Mr. Cash Investor wants to buy my UPS Store suite.

While this is obviously hilarious, after I stopped laughing I felt really bad for the guy.  He spent money to buy the list, print the card, and mail the card.  How many other UPS Stores did he offer to buy, or worse, how many times did he offer to buy the same one?!

As I take tongue out of check, I offer this as a learning lesson for anyone trying to break into the mailing list game or automate their existing manual mailing lists.  Often raw data includes many fields, and knowing which ones are the valuable ones is pretty much of paramount importance.  He misidentified mailing address as property address, and however many cards were in that same batch all suffered the same error, if not all time.

If you are running a business with infinite upside and potential life altering downside, take the time to make sure your data is right.  Whatever it is.  If this guy can't identify my property, why would I think he even knows what top dollar is?  Does he mess up proforma workups to evaluate purchases?  Etc.  If you are truly interested in building a brand, spend the necessary time on the details.  That's what differentiates five star properties...

Good luck!

[Jay Hinrichs]

Originally posted by @May Emery:

@David M.

"if the same prospect receives 25 postcards from different sellers all saying the same thing, the message begins to lose effectiveness, and it might be time for the savvy marketer to move to something new. "

I couldn't agree more. I have been advocating mixing up lists (not just absentee/investor) and going with more of a Benefits for the Seller approach. 

• Selling your house can be easier than you think!
• Thinking about selling but think it will take too much time and money to fix it up?
• Hate the idea of having lots of strangers come through your home to decide if they like it?
• Working with me will be easier than the traditional listing process because....

There's no need to put the property address on the letter/card - for just the reason. However, even if the public records are easy and open, you can save a lot of time working with a list broker who has compilers that can pull homes with the criteria you want and differentiate between the UPS store mailing address and property address. They can also suggest segments that won't be getting multiple offers every month.

@Rowen Burney have a plan so you aren't making the same mistake. 

Thanks for the smile. I enjoy your sense of humor.

I was toying with this one.

Hey you know your getting post cards by the dozens.. but did you know 95% who say they are cash buyers are really just trying to tie up your home and flip it for a huge profit.. They may or may not close. 

Ask them for a proof of funds in a checking account and 5k non refundable deposit when you sign the contract 5 day due diligence.. 

if they wont do that then I am your buyer.. I am the buyer not a middle man .. I have the cash proof of funds on request and I will give you 5k up front that you keep if I dont close. 

the guy i was talking about above. he does that does not put it on the card but when he signs a contract he gives 10k non refundable subject ONLY to title.. 

I wonder how that would work. ??