Allow me to offer you a better performing DMM Strategy

[Jerryll Noorden]

Let me propose to you a slightly different method to approach your DMM/PPC/FB ads campaigns. 

First lets recap the "popular" marketing methods:

DMM, D4D, Bandit signs suck! Yes they suck. They are an inferior way of lead generation. I have yet to come across a person that says:

"OMG I love DMM, I love putting and managing 5 phone numbers to track and see which piece performs better. OMG I love when I get all these mailers back due to wrong addresses. And I love that I have to pay for lists, and filter these lists, and the most fun is.. the excitement to not make a mistake and filter that list wrong. And then omgosh it is so awesome to wait till the mailers drop and get 3000 angry phone calls yelling at me to remove them from the list, and explain to them how I found them...

Ohh and don't get me started on bandit signs. I love it to pollute my city with these signs, and put them on at 36 locations on a Friday evening just when the city closes and rush again to all these 36 locations to remove them Sunday late just before Monday starts."

Yes these methods SUCK man. Anyone that denies this is delusional.

Not only do they suck... do you know HOW many leads I get because my competitors do DMM and the receiver goes online to check out what this is about and you know what htey see online?

Same holds true for bandit signs. When someone drives down the road and see a board with We Buy Houses Call 1234567890. Do you really think they will take a picture when they are zooming down the road. DO you really think they remember the phone number? No

They will go online and type in "We buy houses in [city]"

Again guess who they will find!

Because we take over the first page of Google, we corner the online market! We get a ton of their marketing leads!

HOWEVER...  I get it. Not everyone ranks #1 and people sometimes are forced to do these methods. SO...

If you HAVE to use them... just make sure you have a credible website running and work on SEO while you do these inferior type of marketing.

Now consider this:

Normal DMM campaigns have a 0.1% conversion.

My DMM campaigs had a 60% - 80% conversion.

"NO WAY!!"

well yes way.

The only thing I did differently is this:

While everyone tries to cram their reasons why the receiver of the mailer should sell their house to them (the sender). I only tell them to visit my website!

A little mailer is simply too small to put everything on it to convince anyone that

1. you are credible
2. they should sell their house, benefits, ease of sale

Not efficient at all. No mailer can ever convert as well as a fully pimped out website can!

My website has about a 15% conversion rate. How good are you in math?

Lets say I sent out 100 mailers. Instead of trying to convince anyone to sell their house to me, I just tell them:

"hey if you have a house and it is giving you a bit of a headache, I have some awesome information on my site that could completely help you out. See you there".

Out of the 100 people that get the card and look at them, 70 will visit my website. (and some actually thank me for sending them the mailer).

You know why people get so angry receiving DMM? It is not (just) because you invaded their space. It is because you invaded their space with a very rude message. You telling/asking them to sell their house is an insult. It is offensive! "Does it look like I am in trouble? does it look like I need cash?" You are insinuating they are in a financial rot. And that is offensive. THAT is why people get so mad.

But by just telling them that if they like to sell their house or if they are a bit stressed about their house, to just come visit me and see if we can make things better. BOOM, totally different reaction.

Here they see a great website and because my site has a 15% conversion rate, 15% out of these 70 people will fill in the form.

That is 10.5 people!

So that is a 10% conversion rate doing it this way vs a 0.1% conversion rate doing it the standard way.

Some additional tips. Put a picture of you on it. If you are a female even better. You want traffic to your site even if they do not want to sell.

Here is why.

If you really have a great site, you WILL be remembered. Example... I built cool robotics for NASA. When they see that, they WILL remember it not because it is impressive, it is just different. If you are a stay at home mom, well guess what. That is impressive too,... more so than being a NASA scientist.

People can connect WAY more and identify way more with you than with someone working at an odd (yet cool) job.

You have to make your site MEMORABLE, Credible, Unique, with character, with attitude and very human!

Here is why.

Even if they do not need to tell their house but they are curious enough to visit your site, and your site just identifies with them. If they ever have a friend that need to sell, they WILL say "ohh wait, you should look up these guys..."

So the perfect Marketing campaign is not ONLY about targeting the perfect audience. It is also targeting the indirect audience.

People often see marketing as a very disconnected method with method/niche specific outreach. Very wrong.

Marketing is dynamic, clever complicated. You need to be smart, think outside the box.

Fine print... I no longer do DMM. I have not done any marketing in 2 years. We rank #1 so we stopped all paid marketing efforts long ago. But when I was doing it I got amazing results!

Fineprint #2. I HATE WHOLESLING GAAAAADAMN IT

I am so happy I don't have to do it anymore

And I am SO sad I am picking it up again..