Direct Mail questions... what works?

[Michael Roblyer]

I have very little experience using direct mail marketing and am looking to get some advice, particularly for wholesaling. I have seen many generic post cards with the typical "we buy houses fast for cash" slogan or a variant of that all over many websites. There are also the postcards that have a google maps image of that specific property for a more personalized look. My question is have you found the personalized post cards with the google map image to be substantially more effective? Also, I have come across some new postcards that include something along the lines of "text CASH to 4455 for an offer on your property." At first I thought this would be an excellent choice, but then I contemplated it more and realized that many, maybe most, of the sellers I am marketing to probably aren't very familiar with texting as they are often elderly. Thoughts?

[Colby Hager]

As you mentioned, you have little experience with direct mail marketing.  Most real estate investors/wholesalers don't either.  I'm sure you can get plenty of anecdotal advice on this forum.  I'll give you some myself. 

If it was me (and it was several years ago) I would look to direct mail marketing experts and/or marketing experts, in general, to get my advice from...not other investors with who knows what kind of REAL experience under their belt. 

Sure, some people have sent a few hundred letters or postcards here or there...but is that who you want advice from?  Likely not.  You want advice from industry experts who have split tested and split tested thousand and thousands of mail pieces.  Those guys don't wholesale houses. There are plenty of books, blogs, and I'm sure much else from these experts that I would (and have) called on.   I would start there.  

Not to say that you won't find some decent answers here about what may be working now.  

Now to my anecdotal advice based on my postcard experience which happens to be in the hundreds of thousands of pieces mailed...

Postcards that have worked best for me tend to make people angry.  Not my actual prospects mind you.  ALLLLL the other people that get the postcard.  Because remember...you are sending these out to a list you or someone else has curated.  But even still, most who get your card toss it before they even look at it.  Others will look at it but it won't be for them.  

You are correct, the standard "we buy houses" method is a sure route to a phone that doesn't ring.  

Back to my point, the postcards that convert make some people angry.  The people who don't need to sell their house will call you and cuss you out.  They will threaten to call the police.  They will tell you that you are committing mail fraud.  

But

For some reason, when the average Joe is calling you upset, Mr. Motivated Seller is also calling you wanting to sell his house on the cheap.  For some reason, these two go hand in hand.  

IMO, consider urgent notice, final notice, 3rd attempt...things like this.  Cheapest crappiest yellow or white card you can get.  please don't use handwriting font.  I've written some articles that go a little more in-depth if you're interested. 

Good luck!