Devil’s Advocate for direct mail plan

[Chris Trupiano]

Hello! I'll soon send out my first mailing and am hoping for any with past experience to point out any questions I'm not considering, or further poke holes in my plan. I'm looking for value add, small multi family.

I’ve built a property violations list from county data. I’ve narrowed it to 2-4 unit properties, and further refined with GIS to my target areas of town. I’m intending to split test yellow letters and postcards to begin (currently considering Yellow Letter Complete), mailing every 3 weeks before settling on the more successful after 12 weeks. I’m using google voice to field calls, with a voicemail set up to field any I’m somehow unable to answer. Tracking how many letters are sent out, calls coming in, qualified leads from them, and closed deals. My current thoughts:

1. Beside a voicemail message, what other systems should I have in place prior to beginning to not miss any potential leads, or make the process smoother? Would a website for leads traffic be worth the expense?
2. Any thoughts or recommendations on violations lists themselves? My list is very specific so quite small (~240 total). I’ve also thought of adding a delinquent tax list. Would it be better to hone my skills/mail message first, or get in front of both from the start.
3. Any recommendation on your set up to track split testing of mailings? 
4. Any other aspects I'm overlooking?

I appreciate all help and advice!

[Michael Quarles]

Originally posted by @Chris Trupiano:

Hello! I'll soon send out my first mailing and am hoping for any with past experience to point out any questions I'm not considering, or further poke holes in my plan. I'm looking for value add, small multi family.

I’ve built a property violations list from county data. I’ve narrowed it to 2-4 unit properties, and further refined with GIS to my target areas of town. I’m intending to split test yellow letters and postcards to begin (currently considering Yellow Letter Complete), mailing every 3 weeks before settling on the more successful after 12 weeks. I’m using google voice to field calls, with a voicemail set up to field any I’m somehow unable to answer. Tracking how many letters are sent out, calls coming in, qualified leads from them, and closed deals. My current thoughts:

1. Beside a voicemail message, what other systems should I have in place prior to beginning to not miss any potential leads, or make the process smoother? Would a website for leads traffic be worth the expense?
2. Any thoughts or recommendations on violations lists themselves? My list is very specific so quite small (~240 total). I’ve also thought of adding a delinquent tax list. Would it be better to hone my skills/mail message first, or get in front of both from the start.
3. Any recommendation on your set up to track split testing of mailings? 
4. Any other aspects I'm overlooking?

I appreciate all help and advice!

 Good to meet you Chris.

YLC is a good company and I am certain you'll be fine there. As for every 3 weeks... That is a bit aggressive even for code violations.

As for which work better PCs or YLers. Do both and youll want to add a PixList type PC in the mix as well. I like a series of 6 different pieces mailed every month. 

For these questions..

1. Beside a voicemail message, what other systems should I have in place prior to beginning to not miss any potential leads, or make the process smoother? Would a website for leads traffic be worth the expense? I like using a complete CRM that does much more then phones. I use one that does phones, texts, email, RVMs with calendars and more... 
2. Any thoughts or recommendations on violations lists themselves? My list is very specific so quite small (~240 total). I’ve also thought of adding a delinquent tax list. Would it be better to hone my skills/mail message first, or get in front of both from the start. Code Violations are okay however as you mentioned the lists are always small and frankly much like tax default folks these sellers tend to be procrastinators. I like the equity list better. Especially since every house must have equity to buy and I dont care if the prospect is a divorcee or code or tax lead. 
3. Any recommendation on your set up to track split testing of mailings? Two Numbers will be the easiest.. We use multiple numbers with multiple tags so that on every call we can launch an automatic followup action plan... 

Also look into Facebook and PPC as well as a great website and SEO. 

Marketing for houses requires many different avenues to maintain a steady lead flow. Doing one isnt enough to create on-purpose results..

Happy House Hunting

Michael