All Forum Posts by: Andrew Detwiler

@David Gonzalez  -  @Matt McConkey made a good point.  We always find that being "Authentic" and "Real" will help vs. being a big corporation.  Be "David the guy who manages properties" vs. DAVID INC INTERNATIONAL HUGE GUY....

I would also suggest to look into what types of marketing material they have available, turnaround time, customer service etc..  Very important to know these things when looking for a print house. Good luck! 

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Hi @Gray Gilchrist - If you are new, call Chris or Carol at Listability.  They'll help you over the phone if you want...  

Hi @Andrew Newlon - You may have a hard time finding a one-off printer.  You could auto sequence 100 at a time to go out at a scheduled date, but 100 would be the minimum.  

GoBig - you are thinking in the right direction! Automation is key!

Hi @Josh Wagner - You have now seen that some people like formal letters and some like yellow letters. Truth be told, one may work one time and not the other. It may work a few times in one city and not the next. If there was an exact science behind it we would know it by now. The best we can surmise after two decades in direct mail is that you have to touch them 7 times. - Naturally this may not be cost effective, and it certainly doesn't always take 7 touches, but the response rate will increase the more you send.

What to send?  Mix it up.  We're all a mixed bag of nuts and react differently. All of our senses are unique and will respond to different things.  @Michelle B. said she would never respond to a yellow letter.  Honestly, since our company was the first to develope print on demand, I'm fairly jaded by it as well.  I just know it too well. BUT, 17 years in DM, we've helped make the mailing an "authentic - relationship building product." -  AND, it works...  

Start out with postcards, ugly ones!  See if you get 1.5% - If you do, hit them again every 2-3 weeks with something different. 

GoBig! - you'll find your way...

Good idea @Michael Miele -  Don't forget to mix it up.  Change the message, and mix up your direct mail.  Hit them with different things.  People are different. Some respond to graphic postcards, some respond to hand-written postcards... etc...   At least your doing it!  That's what really counts.

I hope you have a prosperous 2017.  I've seen dozens and dozens break a million in sales last year so I know you're doing the right thing!

Hi @Michael Miele -  Don't make it too complicated.. It really doesn't have to be.  Yellow letters is not the only way to communicate.  In fact, the recipient doesn't know its a yellow letter until they open it correct?  So, the presentation is what works...  The envelope... Is it "blind shipping?"  Does it look authentic and real?  

Do you come off as a big company or a small mom and pop?   

Mix media!  Send many things... Hand written postcards, stationery, plain paper....  The magic number is 7.  7 Touches is what it takes to get someone to do something.  You don't really have to hit them that many times, but you should mix it up and send once every 3-5 weeks.  Don't wait 6 months...  That's like starting over.   GoBig or just don't do it.  It's a numbers game and direct mail is an integral part of the process.   Best of luck to you...

Hi @Alex Alvarez - I'd almost suggest doing a 100 by hand first to see if you actually get above 8%. That's a fantastic response if you do get that many calls. However, if you do, then automating them using a print and direct mail house certainly would be worth the extra you'll have to spend. BUT, if you're getting that type of response, then that extra cost is insignificant. You'll find your mojo. It becomes a rhythm.  Eventually after a year you will look back and see that your marketing matrix will be that you'll spend approximately 20% of your marketing dollars on direct mail. - You can slice it into a micro level, but drive yourself nuts while doing so.  

You should first establish a budget, then just stick to it like you would if you are investing on wall street. Remember.. 8% response average means that some people will get 1%, while others will get 16%.  That's a huge variable margin, and a huge response to expect.  I prefer to stay conservative and expect 3-4% like @Steven Leigh suggested above. Anything else would just be icing on the cake.  Besides, if you actually get 8% consistently, I'd imaging huge corporations would have figured this out and spend kagillions on a yellow letter.  So far, I haven't seen that happen. 

Stay realistic and you'll sleep well at night.  GoBig! You're on the right track!

NICE @Dan Barrett -   Very helpful!

We've found that you can expect about 15 calls for every 1000 postcards. That's about 1.5%. BUT, only about 5 are serious...  Multiply that by 3 and you will have spoken to 45 people. Of which, 15 are serious.  This is about the minimum needed to get something under contract.  You would have spent about $1470 - WHICH is about 15% of your marketing dollars spent on Direct mail. - Considering you'll make about 10-12k on a property...

~ With a grain of salt!    GoBig!