Hi,
I've been providing an ongoing log of my first direct mail campaign (here: https://www.biggerpockets.com/forums/517/topics/34...).
At the outset, I thought the weakest piece of this process would be fielding inquiries that arrive from postcards and yellow letters. And, that seems to be true so far. Oddly, the first mailing of 1,000 postcards produced absolutely zero responses. The yellow letters, on the other hand, have produced 11 responses in six days. But, as many predicted the responses seem to be "low quality." Here's a breakdown:
* 4/11 were agents who picked up a listing in the last 30 days; they were delighted to hear I wanted to buy their listing but confused as to why I wrote them a hand written letter. On the one hand, I'm not sure how much value this lead has. On the one hand, the owner is actually interested in selling the property -- which is good. But, on the other hand, the property sits with a real estate agent/broker and is on the retail market. Given the retail structure of the proposed offers/deals - seems like it would be unlikely to get a wholesale deal. (But I have heard some folks buying directs from sellers via agents with great knowledge of the costs of repairs and otherwise. I suppose anything is possible).
* 4/11. This group has demanded that I not write them again. One demanded that I "stay out of his perimeter" which is really weird. I don't see converting him from prospect to business deal, no matter how good anyone is.
* 3/11. I've had 2-3 that our angry, stand-offish, but want information from me. One had a 21,000 square foot lot, with a 900 square foot 2 bedroom 1 bath house in the middle of the san fernando valley in LA. She said the value was in the lot, not the house--but the inexplicably said the house was fixed up 10 years ago and needs no work. She was a landlord, but refused to provide the rental income (saying, instead they "shared the water bill" and on follow up "what about the rent, how much is it" she simply refused to answer and demanded to know "how much you pay for the place."). Earlier she'd said she rented the house to an old friend. So, I asked, "how about I come by tonight and take a look at it so I can make you an offer." And she said she couldn't get me inside because she had a tenant (and - of course - that's weird, as her tenant was supposedly her good friend).
Given that experience, I take the view that she's unmotivated and I more or less have written her off. Have I missed an opportunity? Those with experience talking to kooky sellers, what would you do with her? Would you call her back? Say what to her?
(I have two more examples I can give you too, along the same lines. . . Perhaps they are tired landlords, perhaps they just want a free appraisal).
* * *
In sum, I often tend to think about things along their natural continuums. No question, if I mailed 10 million pieces (10 mailings to 1 million people), I'd get about a 1% response rate or about 100,000 responses. Of those 100,000 responses, I'd bet about 80,000 would be worthless; perhaps 20,000 would have some value. Surely, at least one of those would be supremely motivated--so, no doubt they exist, but the critical question is whether one can get to them in an ecomically feasible manner (this mailing, for instance, would cost about $4 or $5 million; so if I were flipping a SFR in greater LA, I would lose millions on that deal, despite my conversion).
This is the opposite, of course, of the more typical problem: A new wholesaler sends 100 letters and is shocked at a 0% response rate and declares direct mail doesn't work. (It didn't work for him in a one mailer campaign, directed at a mere 100 homes). So, somewhere inbetween there has to be a sweet spot.
* * *
So, with all of that in mind, any tips on how one smartly handles the phone? I can maybe take a few calls at lunch, but that's pretty hard. I suppose I could outsource our calls - but there are so few calls relatively, it doesn't make financial sense. Finally, I do feel like it's good for me to work the phones and take a few hundred calls - that would probably provide me with a better sense of what the calls look/feel like when I ultimately outsource that part of the business.
Love to hear your comments, criticisms, or questions.
--Craig.