South Atlanta REIA
Key Takeaways:
Direct Mail
Best mail practices
- Nationwide response rate – 0.48%-0.49%
- Mail every 5-6 weeks vs every 4 weeks
- Space your mailers out to create consistency in your schedule and fight burnout…time your mail to hit at the beginning of the week
*Go on appts within 48 hours of booking. Try not to book over weekend.
Postcards and Letters
Postcards
- Simple works best
- Pink and Google Streetview for low/moderate income homeowners
- Seeing a resurgence of branding success
Letters
- First-class stamp
- Hand-written address – not too perfect
- A2 and A7 envelopes
- Euro-flap
Actual Envelopes used by Postal Impact:
Hottest Leads
Sometimes the question shouldn’t be, “what lead is working best” but “what lead is working best for me”
- Probate
- Divorce
- Absentee
- Financial Distress (HRL and HROO)
Importance of Data
- Focus on the top 5 KPIs (Response, Opt-out, Net Lead, Appt to Net Lead, Contract to Appt)
- What marketing method works best? (cost per lead/appt/contract)
- What is the 20-30% of your list where 70-80% of your deals are coming from?
- Start small – once you see the power, that will give you the momentum you need to do more
Maximize Conversion on Leads
- 30-35% of calls are missed/abandoned
- Organization – CRM
- Good documentation of notes on leads
- Follow up, follow up, follow up (60-70% of your deals should come in follow up)
Helpful Links:
- Marketing Resources (KPI Tracker, Follow Up Script, Probate Guide)
- Direct Mail from Postal Impact
- Lead Lists from Postal Impact
- Skip Tracing Service
- REI Training Videos
- Deal Disposition
- Postal Impact Marketing Hub
- Postal Impact Website
- Virtual Lead Managers Website