Direct Mail Saturation Strategy

[Account Closed]

I spend a lot of time sorting and analyzing my farm data in order to target motivated sellers. One reason is to control marketing costs. The other is so to make sure the right message gets to the right target.

I'm wondering about replacing the targeting with saturation instead. I have a new farm with 10K SFHs. For the sake of discussion, let's say I don't eliminate any addresses except corp owned, very highly valued props, and props purchased within the last 2 years. Say I end up with 8K SFHs. If I hit each address three times a year and my piece costs $.50, I'd be spending $12K on marketing for a year for this farm. I don't have to do but one deal to make it pay for itself.

There's a ton of waste in there because it includes all owner occupant and owners with no known distress. That being said it saves a ton a time on the lead sort and analysis. It also takes out the subjective nature of the sort. Currently, I don't send to most owner occupants unless I determine a possible motivation. So the owner occupant with a distress or motivation that I can't determine from data doesn't hear from me.

Thoughts?