What do investors regret the most in their first real estate direct marketing campaigns? They did not spend enough time in choosing the best mailing list available for their budget.
What? Have I just committed direct-mail heresy?
A basic direct marketing tenet every real estate investor should know is the 40/20/40 rule.
In fact, here’s a quick formula for success to keep in the back of your mind. It’s called the 40-40-20 principle of direct marketing. And it means that 40 percent of your efforts should be focused on selecting your mailing list. Another 40 percent of your should be directed to your offer. The remaining 20 percent of your time then can be spent on your copy, your text and the general design of your mailing. It’s a little known secret. But it’s a very effective little known secret.
This is a vital direct marketing tenet that some real estate investors learn too late.
Ask questions you really need to know. Make sure that the list is fresh and updated. Ask him to provide you with the information like the company the list originated from and the process how they created the list. Ask if the duplicates can be removed from the list and if the list can be given to you in various formats.
Be a smart mailing list shopper and ask productive questions. How fresh is the data on the list? Where did the list originate? Or from which companies did the data broker acquire the list? Can duplicates be taken out from the list? In what form will the data be given to you?
Make sure to give him precise details such as the exact location of the customers you want in the list.
Identify your real purpose. Make sure that you are aware of what you want to accomplish whether to gather leads for future follow-ups or to increase your sales. When you let your list provider know your objectives, the job would be a lot easier on his part.
So if you want to achieve marketing success, you must really work doubly hard. Follow these steps carefully so you’ll be able to find a good list for your real estate marketing campaign.
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