Real Dealers Using Direct Mail Marketing to Create a Flow of High Quality Real Estate Leads on Demand by Implementing a Proven Handwritten Letter

Transcription

1 Real Dealers Using Direct Mail Marketing to Create a Flow of High Quality Real Estate Leads on Demand by Implementing a Proven Handwritten Letter Direct mail marketing has proven itself over the years to be one of the most successful and highly functional ways of reaching a specific, preselected and targeted audience and causing these addressees to take action towards the service or product that s being presented with this type of advertising. Implementing a successful campaign using a direct mail approach like in any marketing program requires 3 main elements: 1- Planning and Selecting the Market to Fit Your Ideal Business Model 2- Repetition and Consistency in the Delivery of Your Specific Message 3- Selection of the Best Mailer or Marketing Piece Since You ve Chosen Direct Mail as The Media Before you decide to go ahead and launch your next direct mail promotion, take the time to discover what is working best in today s world of Real Estate Investing. To help you with this task we ve put together a list of some of the best strategies and systems for generating an overwhelming 5% to 15% response from my personal past experiences of implementing a Direct Mail Marketing Program and the use of the proven performers Hand Written Letters. Step 1: Creating Your Target Mailing List Identifying and targeting a specific list of consumers or in our case as Real Estate Professionals, prospect sellers or buyers, is the number one key in accomplishing the purpose of a Direct Mail Campaign. Whether the mailing is a promotional notification, a coupon or an offer to buy or sell a piece of Real Estate, it is vital to know who your most likely client or customer is and then go to work on targeting that prospect solely. As an obvious example, if you re interest is to purchase a single family house, it would not make sense to direct your mailing to anyone who lives in an apartment building. That is of course unless you had the inside source of knowing that a certain tenant happen to be an owner of a house you would be specifically interested in purchasing. You have to reach prospects who are both Right and Qualified for your real estate investment business model. To do this you must answer the following questions: The Property What are the characteristics of your target prospect from The Property stand point? Location - What areas are you interested in buying houses? Are you willing to travel or perhaps there are neighborhoods you prefer versus others. Age What kind of house do you want to work with? Older homes usually represent more repairs with perhaps highly motivated sellers while newer houses may be less hassle but maybe you ll deal with more competition.

2 T y p e Smaller 2 bedroom, 1 bath homes may provide opportunities for additions and create huge increase in value with big pay days or you may deal with smaller gains working in more ideal 3 bedrooms and more than 1 bath which may be purchased with less of a price discount but faster turn around. These are only some of the more important characteristics in regards to selecting the property that you have an interest in and you can get very detailed because your Direct Mail Program is designed and capable of zooming in to what ever minute target you aim it at. The Owner What are the characteristics of your target prospect from The Owner stand point? Equity It may or may not be common knowledge to you that there are Lead Lists Providers that can not only identify whether or not a home owner has any equity in there home, but they can actually give us a good indication of just how much equity said owner has. Having this advantage allows us to make upfront decisions of which type of prospect to mail to. For example if your business model is based on a minimum profit per deal of say $20,000 then you may want to mail only to those with at least that much in equity. Otherwise it would require the seller to come out of pocket to meet your minimum profit and would reduce your chances of buying that house or having to settle for less. On the other side of the spectrum if your business is focused on buying for example mainly through Subject To model, then a good list that has proven successful are home owners with little to no equity because the seller can justify selling with no gain at closing since they would most likely end up there anyway had they sold through an agent and to a traditional buyer. Motivation The level of motivation that a prospect seller has can be sometimes gauged by their current mortgage payment status, such as Mortgage Late and Pre-Foreclosure filings. Another source is when they fall into a selective list of publications such as For Sale by Owners (FSBO), For Rent by Owner (FRBO) and another favorite, Realtor Multiple Listing Expired Listings (Expireds). There are yet other lists that can be obtained which can be great deal opportunities such as Probate Sales and Inherited property. One of the most popular houses owned by Landlords which are usually referred to as Non Owner Occupied or Absentee and even better if these owners are out of the area of where the prospect property is located, the further away from the prospect property the better for a number of reasons. Another of the better filters for building a list is the length of ownership of the seller. Naturally if a property owner has recently purchased their property they may not have a large motivation to resell the property. This is unless they are themselves flipping the property or possibly a recent inherited property owner. A great list provider will help you choose and obtain the Right and most likely Qualified lead list which will fit your real estate business market niche and over all investment goals. Where can you find a reliable source to get The List based on your specific characteristics? The good news is that for us in the Real Estate Industry there are several companies that cater to our specific needs. You can actually purchase your targeted Lead List at the low cost of anywhere from $0.15 (15 cents) to $1.50 per contact. Compared to the Free Lists that you can get from places like Title Companies and other sources that are NOT able to filter trust me, it s actually a great price since you won t be spending your marketing budget on wasteful contact names that you can eliminate upfront. You will find that typically the greater the possibility of motivation of the seller as well as the difficulty of obtaining the list data will dictate the cost per prospect. Don t dismiss a list due to cost alone. Determine the viability of the opportunity that list will provide.

3 T y p e Smaller 2 bedroom, 1 bath homes may provide opportunities for additions and create huge increase in value with big pay days or you may deal with smaller gains working in more ideal 3 bedrooms and more than 1 bath which may be purchased with less of a price discount but faster turn around. These are only some of the more important characteristics in regards to selecting the property that you have an interest in and you can get very detailed because your Direct Mail Program is designed and capable of zooming in to what ever minute target you aim it at. The Owner What are the characteristics of your target prospect from The Owner stand point? Equity It may or may not be common knowledge to you that there are Lead Lists Providers that can not only identify whether or not a home owner has any equity in there home, but they can actually give us a good indication of just how much equity said owner has. Having this advantage allows us to make upfront decisions of which type of prospect to mail to. For example if your business model is based on a minimum profit per deal of say $20,000 then you may want to mail only to those with at least that much in equity. Otherwise it would require the seller to come out of pocket to meet your minimum profit and would reduce your chances of buying that house or having to settle for less. On the other side of the spectrum if your business is focused on buying for example mainly through Subject To model, then a good list that has proven successful are home owners with little to no equity because the seller can justify selling with no gain at closing since they would most likely end up there anyway had they sold through an agent and to a traditional buyer. Motivation The level of motivation that a prospect seller has can be sometimes gauged by their current mortgage payment status, such as Mortgage Late and Pre-Foreclosure filings. Another source is when they fall into a selective list of publications such as For Sale by Owners (FSBO), For Rent by Owner (FRBO) and another favorite, Realtor Multiple Listing Expired Listings (Expireds). There are yet other lists that can be obtained which can be great deal opportunities such as Probate Sales and Inherited property. One of the most popular houses owned by Landlords which are usually referred to as Non Owner Occupied or Absentee and even better if these owners are out of the area of where the prospect property is located, the further away from the prospect property the better for a number of reasons. Another of the better filters for building a list is the length of ownership of the seller. Naturally if a property owner has recently purchased their property they may not have a large motivation to resell the property. This is unless they are themselves flipping the property or possibly a recent inherited property owner. A great list provider will help you choose and obtain the Right and most likely Qualified lead list which will fit your real estate business market niche and over all investment goals. Where can you find a reliable source to get The List based on your specific characteristics? The good news is that for us in the Real Estate Industry there are several companies that cater to our specific needs. You can actually purchase your targeted Lead List at the low cost of anywhere from $0.15 (15 cents) to $1.50 per contact. Compared to the Free Lists that you can get from places like Title Companies and other sources that are NOT able to filter trust me, it s actually a great price since you won t be spending your marketing budget on wasteful contact names that you can eliminate upfront. You will find that typically the greater the possibility of motivation of the seller as well as the difficulty of obtaining the list data will dictate the cost per prospect. Don t dismiss a list due to cost alone. Determine the viability of the opportunity that list will provide.

4 There are three main areas to concern yourself with when it comes to deciding on your list provider. Deliverability Lists can be a very specialized to your specifications and these lists are guaranteed to have one of the highest deliverability rates in the industry. Reliable When selecting the company you purchase from, be sure to use one with the most reliable resources for accurate, responsive, and current Real Estate related targeted mailing lists, because this is a crucial element to any Successful Marketing Campaign. Serviceability Buy your list from a list broker who understands your business and can relate to your specific needs. It makes little sense to buy a list of 1000 names and addresses when implementing very targeted filters produce a list of 600 names and addresses. It is extremely important that your list provider speaks your investment language. Step 2: Selecting the Best Direct Mail Marketing Piece There are many Marketing Medias that one can implement to create a successful Real Estate Investment Business. From newspaper, signs, billboards, radio, television and so on. Not to mention the overwhelming list of internet sectors that seems to have no-end to both the tested and other unproven possibilities to spend your marketing dollars on. The undisputable distinction between the lists of advertising Medias mentioned above and Direct Mail is this Target Marketing Target Market explained; Imagine for a moment that there are 10 houses on a street. Two are in foreclosure, one is 120 days late on their mortgage payments however not in foreclosure. Three are mortgaged to 100 percent of value, one has 15 percent equity and two have 40 percent of equity or more, one of those being a rental with the owner living out of state. If you were an equity investor who purchased property from absentee owners then through a Target Marketing program you would only be marketing to one prospect saving the cost of the other nine. We already covered in Step 1 the Unfair Advantage we have as Real Estate Investors because of the apparent unlimited resources available to us to be so ridiculously focused on what ever our chosen niche is. We can pick before hand what type of properties we desire buy. Therefore, now you have to ask yourself this obvious question why would you NOT use a marketing system that you can specifically aim at your exact target? The answer is simple, Yes You Would and Should Use it! This is the best medium in the Real Estate field and it should be part of every real estate investor s arsenal to attract more business. Direct Mail Marketing has to be at the top of your list of means to promote your business and get the best results from every dollar you invest on growing your Real Estate Business to the exact model you predetermine YOU, Inc. stands for. Now that you understand why Direct Mail Marketing works, it s time to direct our attention to what works best inside this powerful lead generating machine. The Best Predictor of the Future is the Past! There is no need to guess or re-invent the wheel. For several years now there has been a direct mail marketing tool that has been implemented by hundreds or thousands of real estate investors. Even though there is no way to collect the exact figures, this marketing piece has been the wheel base that has carried the load and is responsible for countless real estate transactions. The proof is written in the past, evidence created by real estate investors all over the country that implemented this simplistic yet Labor Intensive Handwritten Direct Mail Marketing Letter. In the world of direct mail marketing for real estate investors it demolished the standards and bulldozed any statistics and averages. Before its introduction it would be unheard of to expect such results.

5 Until Handwritten Letters where part of the real estate marketing world, any other mailer would produce the usual 0.5% to 1.0% response rate and a 2.0% response would be a home run. So when the Handwritten Direct Mail Letter shows up and brings in 5.0% to 15.0% and if you focus it to some extremely targeted niche markets there have been reports that it will cause 20.0% or even 30.0 % response rate, here is where you really need to stop and simply ask yourself, how do I get my hands on such a marketing piece? Writers Side Notes This amazing tool has caused so much inquiry that so many people search and surf the internet in blogs, forums and all sorts of websites asking about it with curiosity of its true performance. People ask how it works and even more important, does it work. The sad truth is that most of the answers that are provided are from people that have no bases for their input and response. This is all I recommend for those of you with doubt or in need to ask for proof of the claims made about the Handwritten Direct Mail Letter. If anyone responds to your inquiry, reply to them with the following questions: o o o o Have you used, tracked and implemented this marketing system? Have you mailed 10,000, 20,000 or even 100s of thousand of these letters? Have you been able to buy dozens or hundreds of houses amounting in several millions of dollars in real estate purchased primarily due to this marketing tool? Have you walked into the bank with hundreds of thousands of dollars or millions in business profits to be deposited into your account mostly accredited to this method of advertising? Then, as suggested by the author and writer of the world renowned book Think and Grow Rich, distinctively instructs, ask them this question HOW DO YOU KNOW? How else can anyone know unless they have used it themselves and then have the ability to without any doubt promote the effectiveness of any product? Handwritten Direct Mail Marketing Letters Work! W h y the Handwritten Letter Works Take a moment and think about this if your best friend, grandma or other relative wrote you a handwritten letter, what would that look like? Just picture it for a moment in your mind, really think of this and focus your attention on the envelope that you would receive coming from a familiar person who sat down and hand wrote you a personal note to let you know about a special something. Can you now see how it would just stand out from any other business or junk mail piece you receive on an every day basis? Well that s why the Handwritten Letter gets the response rate that it does. Because of the personal look and feel that Handwritten Letters have. This type of letter is truly uncommon in today s day in age so when ever we receive this unique and rare piece of mail, they instantly grab our attention and cause us to do 3 specific, involuntary and unconscious actions. These actions are precisely the same behavior we expect and want from our targeted audience which is: 1. Open the Letter 2. Read the Letter 3. Take action. Pick up the phone and call. If they are in any sense even thinking of selling their house they will respond. Some will wonder and immediately call to ask How did you know I was thinking of selling? Others will allow their greed to take over and suspect that this is an opportunity to sell, being that they just ran into a desperate buyer that is just in need or in love with their house and just has to have it. What ever magic spell your letter puts your prospect in, all you care about is one thing, that phone call they make which opens up the window of opportunity to present your offer. And that, my fellow Real Estate investor, is all you can ask from any marketing campaign! Step 3: The Message that Gets People to Call

6 We ve all probably had the opportunity to sit down at a nice restaurant and have some mouthwatering meal or desert which was so good that we just had to wonder and ask: What s in this? What did they put in it to make it taste so good? How can I get my hands on this recipe? Well I suspect that you re now wondering the same thing about this Handwritten Letter that we ve been cooking up for several paragraphs now. And unlike that selfish chef which served the tasty meal you just enjoyed and which most likely wouldn t share there recipe, we re going to do just the opposite. We believe this is the only way that you can truly get a taste for what your prospects will be digging their teeth into when they receive the Handwritten Letter and what it is that awakens their appetite to respond to your proposition. We have attached 20 of our Top Producing Sample Letters Go ahead and enchant yourself with 20 of the top producing Sample Letters of which we ve been bragging about. These are the exact same formats that have been implemented in our very own Direct Mail Marketing Campaigns and are the same simplistic, direct and to the point written messages that to this day hundreds or thousands of Successful Real Estate Investors continue to use all over the country to buy more and more houses every day. As you go through these samples you will now understand and if you read carefully and analyze the simple tactics that every one of the letters uses, you will discover the magnetic methods used to invite any homeowner to read through the entire nonthreatening approach of conveying 3 simple messages: 1- I am in the market to buy a house. 2- I am interested in buying yours. 3- Please call me to discuss a purchase. That is it! That is all this amazing tool does and even as you go through them yourself don t be surprised to get caught up in the emotions and feel compelled to act upon them yourself. Seriously put yourself in this position. If you owned a house and you ve thinking of selling, you yourself would be interested in calling even if it was simply to get more information of how you could go ahead and sell your house. Especially if you thought you could do it quickly, as is and without having to pay any costs. So, if you haven t sent out any handwritten letters to your target list yet, what are you waiting for? With the YellowLetterMail Leads on Demand Letter System you'll be able to take full advantage and choose from any of the already written, tested and proven performing letters. Simply pick one that fits your business niche and get ready to handle the response created pretty much on demand. Implementing a totally personalized campaign is shockingly affordable, and well worth the investment. Imagine the spectacular impact it will have on your business. Go ahead and go through the samples, select the one that best fits your needs and contact us today to place your order.

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27 4025 E Taro Ln Presort Standard U.S. Postage PAID Bakersfield Ca Permit # 757 Hi Peggy Yunghahn My name is Michael. I currently want to buy a house in your area and I was hoping to speak to you regarding buying your property at 4025 E Taro Ln in Scottsdale. L e t m e t I e buy l houses l like yours y o all the u time. a l i t t I pay all the costs The costs that you are going to save by selling me your house are: Real Estate Commission - Title Insurance - Escrow Fees - Transfer Tax - Natural Hazard Report - Termite Clearance - Roof Certification - Water Heater Strapping - Repairs to Bring up to Market Standards Mortgage Payments - Property Insurance - Maintenance. Just a couple of these costs could run thousands of dollars paid out of your pocket. I will buy your house in an as is condition. I am going to pay the costs to certify the roof for being leak free, even pay for the termite clearance, as well as assume the responsibility for all of the needed repairs whether I have seen them or not. I can have you your money in as little as a few days. In fact one of the positive factors about selling me your house the peace of mind of knowing it s sold. Not only sold, sold to someone who can afford to buy it. Peggy Yunghahn 6245 E Claire Dr Scottsdale AZ Continued from Believe me, there is nothing more frustrating than seeing a deal break down in escrow because a buyer can t get a loan or a lender wants all kinds of repairs done to your house first. That isn t going to happen to you. You see I buy with my own money. Your house doesn t have to qualify to a lender and I am not going to have your house professionally appraised. Another positive factor is you won t have any of the months of monthly costs that add up while waiting for the right buyer to come along with the right offer, and have that buyer be one who can actually follow through on the purchase. Especially in today s market where it could take months to get a house sold, escrow closed, and money in your pocket. The most important factor is that you can get on with your life and not have the burden of trying to sell your house hanging around your neck. When we agree on a price you can consider your house SOLD. Isn t that really what you want? If you are serious about selling your house you owe it to yourself to call me today! God Bless Michael PS.I can only buy so many houses, please call me so I can show you how fast and easy it is to sell your house to me. Call Today!

28 Hi Amadeo Garza, My name is Michael. I want to buy a house in your area and I was hoping to speak to you about buying your property at 3630 M St Sell For Full Price No Fees No Commissions Sell As Is Guaranteed Offer in 48 hrs Close on the Date of Your Choice! (888) YOUR-MAIL 3630 M St Michael Quarles PO Box Bakersfield CA (855) toll free Presort Standard U.S. Postage PAID Bakersfield Ca Permit # 757 Amadeo Garza 6901 Di Giorgio Rd Lamont CA Amadeo Garza, I will buy your house at 3630 M St in an as is condition. I am going to pay the costs to certify the roof even pay for the termite clearance, as well as assume the responsibility for all of the needed repairs whether I have seen them or not. I can have you your money in as little as a few days. In fact one of the positive factors about selling me your house the peace of mind of knowing it s sold. Not only sold, sold to someone who can afford to buy it. Believe me, there is nothing more frustrating than seeing a deal break down in escrow because a buyer can t get a loan or a lender wants all kinds of repairs done to your house first. That isn t going to happen to you. You see I buy with my own money. Your house doesn t have to qualify to a lender and I am not going to have your house professionally appraised. Another positive factor is you won t have any of the months of monthly costs that add up while waiting for the right buyer to come along with the right offer, and have that buyer be one who can actually follow through on the purchase. Especially in today s market where it could take months to get a house sold, escrow closed, and money in your pocket. The most important factor is that you can get on with your life and not have the burden of trying to sell your house hanging around your neck. When we agree on a price you can consider your house SOLD. Isn t that really what you want? If you are serious about selling your house you owe it to yourself to Call me today! Michael Quarles - Call (855) Call now to learn more. PS.I can only buy so many houses, please call me so I can show you how fast and easy it is to sell your house to me. Call Today!

29 3630 M St I want to buy your property at 3630 M St in Bakersfield. I can buy your property As Is for top dollar and close whenever you're ready for $ CASH $. Dear Amadeo, I am interested in buying your property at 3630 M St in Bakersfield. I am looking to own more homes in this area and can offer you top dollar and pay CA$H. So if you re interested in selling, you can now avoid the typical costs and frustrations, and I buy As Is. That is right, I pay all the costs, can pay CA$H and buy As Is Sell For Full Price No Fees No Commissions Sell As Is Guaranteed Offer in 48 hrs Close on the Date of Your Choice! Letter Mail.com Michael Quarles PO Box Bakersfield CA (855) toll free Presort Standard U.S. Postage PAID Bakersfield Ca Permit # 757 Amadeo Garza 6901 Di Giorgio Rd Lamont CA Even better is that you can sell before values go down even more. No more waiting for the right buyer with the right offer. Call me and learn how you can sell your home for Top Dollar hassle free. Just give me a call, this week, with a few more details about your property. We'll do a little more research, set a time to visit with you and present our offer -- guaranteed for 7 days. It's that easy! Sincerely, Michael Quarles (855) Call now to learn more. PS. Please call so I can show you how fast and easy it is to sell your house. Call Today!

30 I want to buy your property at 6201 Juanito Ct in Bakersfield Sell - For Sale By Owner "As Is" For a Fair Price and on The Date of Your Choice! Sell For Full Price No Fees No Commissions Sell As Is Guaranteed Offer in 48 hrs Close on the Date of Your Choice! 6201 Juanito Ct (888) YOUR-MAIL Michael Quarles PO Box Bakersfield CA (855) toll free Presort Standard U.S. Postage PAID Bakersfield Ca Permit # 757 Thelma Gunter 8 Maple Dr Colts Neck NJ Dear Thelma, My name is Michael Quarles. I am interested in buying your house located at 6201 Juanito Ct in Colts Neck, NJ. I am looking to buy several houses throughout the Kern County area each month and I want to buy more in your neighborhood. We can act quickly with no long drawn out process which is a typical hassle when you sell though an agent. I can also buy your house As Is without any need to fix up. No matter what the condition or situation is. Please call me at (855) , if I m not in, you can leave the information about your house and we will call you back as soon as humanly possible. If you have your house listed with an agent, please disregard this message. Other wise I look forward to speaking with you. Michael Quarles (855) Call now to learn more. PS. Please call so I can show you how fast and easy it is to sell your house.