Multi-Touch Campaign for NOD leads

[Will Fulton]

I'm getting ready to start out, and I'm wondering about this.

First of all, our REIA leader last night defined "campaign" as one specific day and marketing method (eg. pink postcards mailed on 5/1). This really threw me for a loop: I think of a campaign as a long-term "project" that contains several specific marketing methods. It seems this is what "multi-touch campaign" refers to.

For my first wholesaling campaign, I had planned to do something like this:

(On a personal note: I know people recommend more direct contact, such as door-knocking and phone calls. I'm reclusive and have sensory-sensitivity issues, so I intend to stay away from this until I find a charismatic 'partner' I can pay to take door-knocking. Thus, for now, I'm sticking to paper sources for all touch points):

Touch 1: Yellow Letter

Touch 2: Postcard

Touch 3: Door Hanger

Touch 4: Handwritten post-it note

MAY: List A Touch 1

JUNE: List A Touch 2, List B Touch 1

JULY: List A Touch 3, List B Touch 2, List C Touch 1, 

AUG: List A Touch 4, List B Touch 3, List C Touch 2, List D Touch 1

Again, in CA, there are 90 days between the "notice of default" and "notice of trustee sale." So, even if all the leads were in the first month of default (60-90 days before NOT), the above campaign would not work. Touch 4 would be too late, as the NOT would have taken place. It's true, you can contact NOT leads before the auction date...but many of these people will have taken care of it by then (and there may be no way to know if they have). In any case, while multi-touch is considered mandatory, once-per-month does not seem urgent enough.This type of schedule seems fairly standard, but I realized it won't work for NODs. I plan to get them from PropertyRadar, which presumably contains people in all parts of this phase.

Has anyone worked a multi-touch campaign with a similar list, and if so, how have/would you structure it (ie. modify the timing above)?

I can also be privately messaged, and am always willing to collaborate with others in the L.A. area.

[Sean OToole]

Hi @Will Fulton, thanks for using us. Lots to unpack above, and I have limited time today, so just a quick comment for now. You mentioned that you thought mailing at notice of trustee sale would be too late. I actually think you'll have the most success VERY late in the process. Many owners think they can work things out up until the very end - or choose to maximize "free rent" by staying as long as possible. As such they often aren't very motivated until late in the process. For example, one of the most motivated groups in foreclosures are those who have declared bankruptcy, and then found out the bank got a motion for relief from stay allowing them to complete the foreclosure - those owners are truly out of options. This doesn't mean you should start reaching out early, just don't cut yourself short by not continuing to communicate until the very end. Most trustee sales postpone multiple times, for as long as a year, and we track that so you can easily build lists to target even late in the process. Best, Sean.