Marketing Strategies-Part 1: Direct Mail

Marketing is the key to finding deals on a consistent basis. If you are not getting your name out there, then you are not in business.

This post is an expansion of our previous post “6 Marketing Strategies Every REI Should Know”. Our intention is to explore each of those 6 marketing strategies and a few more in multiple parts. Direct mail marketing is Part 1 of 4.

In just about all businesses, marketing is used in one way or another. For businesses that provide a service, it is essential to generate leads through various marketing avenues. Direct mail is typically used when you have a list of contacts or if there is no phone number to call a contact you want to reach out to.

Creating Your Mail Piece
You will need to determine whether or not you want the mail piece to be personal or professional. There are various ways to create the mail piece. Handwritten envelopes generate higher response and/or open rates due to them looking more personal. The following chart contains what should be included in a handwritten letter, long letter, post card, and short letter.

Handwritten Letter– yellow lined paper- small handwritten envelope
• Greeting with contact’s name
• Your message (create urgency)
• How you want them to respond to the letter – call (best) or visit website
• Your signature and contact information
Post Card – yellow or white
Front side-
• Attention grabbing headline
• Your message
• Call to action
Back side-
• Small message on the side
• Your (company) address at the top
• Contacts address
Long Letter– typed
• Date
• Contact’s name
• Address, city, state, and zip code
• Regarding statement
• Greeting with contact’s name
• Message (benefits, solution) and Call-to-action
• Salutation and signature
• Your info can be located in the header, footer, under your signature line or above the date.
Short Letter-typed
• Attention grabbing headline
• Regarding statement
• Greeting with contact’s name
• Short message stating why they should call you and repeat the benefits from the long letter
• Call-to-action with some type of urgency
• Your name and signature
• Your info can be placed same as the long letter

Your Message
When creating your message, keep in mind their need. The message should convey the problem they may be having, the solution you can provide and the benefits they will receive. For example, in real estate:
You contact a seller who is trying to sell their house using a yellow letter. It may sound like this:

Dear Mr. and Mrs. Seller,

My name is LaKisha Frye from Supreme Investing Group, LLC. The reason for writing you today is through an online search I noticed you have been trying to sell your property for some time now.

I am reaching out to you today in hopes of making you an offer to purchase your property.

Many homeowners are unaware of the options available to them.

Please contact me at your earliest convenience to explore the solutions and benefits of selling your property to investors like us.

I can be reached at 616-123-4567. I look forward to speaking with you soon.

Sincerely,

LaKisha Frye
616-123-4567

Never assume your contact knows why you are contacting them (even if you contacted them previously). Give the contact all the info they need (step-by-step) as if they don’t know anything, usually in the long letter. Be clear and concise. Present your message with the solutions to what they are going through now, how your services can benefit them and that you are here to help them. Your objective is to entice the contact to reach out to you. Be sure to check for errors or commonly misspelled words.

Make A Schedule
In order for you to know what and when you sent out a mail piece, you should setup a mailing schedule. You should create a mailing system because it will allow you to know the type of direct mail piece sent, the date it was sent, follow up pieces and also when they contacted you. The system we use is setup with the contacts name, address, phone if available, and the above information detailed on one spreadsheet. This helps to keep us organized and prevent from mailing to someone we have already been in contact with.

It is important to mail to each contact at least 3-7 times. Some contacts may not be in need of your services at the time of your first few direct mail marketing pieces. Your contacts circumstances can change at any time and it is up to you to make sure they know who to call when it does.

Decide on a mail piece sequence and schedule when you will send them out. For example:
1. Handwritten letter (first mail piece)
2. Post card (follow up in 1-2 weeks)
3. Long typed letter (follow up in 3-4 weeks)
4. Short more demanding call-to-action letter (follow up in 5-6 weeks)
5. Continue with a post card (send out monthly)

Depending on the type of service you provide, other companies may be sending similar direct mail pieces to that same contact. So you want to continually get your name in front of them. Mailing something one time will not get the responsiveness you need to get that contact to call you.

FYI- Getting Your Business Started
We recommend when starting out (home-based business) to use a virtual office service. You will get an address, phone, fax and many other features you will need all for one monthly price. This will save you a lot of money on having to reprint your business and marketing materials. Having the virtual office will allow you to keep your personal information separate which is important if you want to look professional and start to build credibility. You will want to have a business phone and address you can put on all your marketing pieces. More information on this can be found in an upcoming blog post.

Wrap-Up
Direct mail marketing can be very lucrative if you use various marketing pieces, create the right message and send them out consistently. Many people don’t work with businesses they don’t know and your messages will help them get to know who you are and what you can do for them.

Please look out for the parts 2-4 in the coming weeks. We hope you enjoyed this post and gained some insight on the direct mail marketing strategy. If you have any questions or comments, please leave them below or contact us by email at sig@supreme-investing.com.

To Your Marketing Success,

Supreme-Investing Team

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