Direct Mail Marketing
Welcome to the Webinar!
How to Create More Traffic Using
Direct Mail Marketing REI BlackBook | www.REIBlackBook.com | 800.507.1945
About Damon • Founder & Creator of REI BlackBook • Technology NCO in USMC • Mortgage Business with Niche focus on Real Estate Investors • Systems to help Investors Do More Deals, so they would Need More Money • REI BlackBook was born REI BlackBook | www.REIBlackBook.com | 800.507.1945
What is Direct Mail Marketing? • Printed Pieces of Advertising – Letters – Postcards – Brochures – Fliers
• Mailed Directly to a Consumer • AKA Print Marketing or Mail Marketing REI BlackBook | www.REIBlackBook.com | 800.507.1945
Why should I use it?
REI BlackBook | www.REIBlackBook.com | 800.507.1945
“Major corporations know that direct-mail advertising is one of the most effective and profitable ways to reach out to new and existing clients…”
From Entrepreneur.com REI BlackBook | www.REIBlackBook.com | 800.507.1945
“What's the advantage? Unlike other forms of advertising, in which you're never sure just who's getting your message, direct mail lets you communicate one-on-one with your target audience…”
From Entrepreneur.com REI BlackBook | www.REIBlackBook.com | 800.507.1945
“That allows you to control who receives your message, when it's delivered, what's in the envelope and how many people you reach.”
From Entrepreneur.com REI BlackBook | www.REIBlackBook.com | 800.507.1945
Why should I use it? • Because it WORKS. – A 2013 survey showed direct mail marketing has the highest response rate of all direct marketing categories. • Email – 0.03% • Internet display ads - 0.04% • Paid Search - 0.22%
• Mail - 1.4% Source: cmocouncil.org REI BlackBook | www.REIBlackBook.com | 800.507.1945
Why should I use it? • Over 75% of direct mail is opened by the recipients and 63% read the contents. • 40% of consumers say that they have tried a new business after receiving direct mail, and 70% have renewed relationships with businesses that they had previously ceased using. Source: cmocouncil.org REI BlackBook | www.REIBlackBook.com | 800.507.1945
REI BlackBook | www.REIBlackBook.com | 800.507.1945
Isn’t it expensive? • In general, an investment of $1 in direct marketing ad expenditures is predicted to return, on average, $12.18 in incremental revenue across all industries.
Source: cmocouncil.org REI BlackBook | www.REIBlackBook.com | 800.507.1945
Would you give me $1 for $12?
REI BlackBook | www.REIBlackBook.com | 800.507.1945
Or how about this… • The Average Wholesale Assignment Fee is $5000 • The Average Cost Per Customer Acquisition using Direct Mail Marketing is $51.40
Let’s do the math… REI BlackBook | www.REIBlackBook.com | 800.507.1945
REI BlackBook | www.REIBlackBook.com | 800.507.1945
Doesn’t that sound good?
REI BlackBook | www.REIBlackBook.com | 800.507.1945
The Secret Formula for Direct Mail Marketing 1. The Marketing Piece 2. The Sales Angle 3. The Mailing List 4. Consistency
REI BlackBook | www.REIBlackBook.com | 800.507.1945
Types of Direct Mail Pieces • Standard Letters • Personalized Letters • Post Cards • Brochures • Catalogs • Fliers
• Self Mailers • Packages • Hand Written Letters • Coupon Books • Special Delivery (FedEx or Certified)
REI BlackBook | www.REIBlackBook.com | 800.507.1945
Our Favorite Options • Handwritten Letters (Yellow Letters) • Post Cards • Fliers (Property Marketing)
REI BlackBook | www.REIBlackBook.com | 800.507.1945
Yellow Letters
REI BlackBook | www.REIBlackBook.com | 800.507.1945
PROS & CONS • • • • •
Eye Catching High Open Rate Authentic More Trusted Great for Sellers
• Time Consuming • Higher Expense • Bad for Buyers
REI BlackBook | www.REIBlackBook.com | 800.507.1945
Postcards
REI BlackBook | www.REIBlackBook.com | 800.507.1945
PROS & CONS • Low Postage Cost • Multiple Design Options • Great for both Buyers and Sellers
• Lower Response Rate • Blends in with other “Junk Mail” • Limited Design Space
REI BlackBook | www.REIBlackBook.com | 800.507.1945
Property Fliers
REI BlackBook | www.REIBlackBook.com | 800.507.1945
PROS & CONS • Eye Catching • Great for Buyers • Leverages properties for response • Multiple Design Options
• Doesn’t work for Sellers • Higher Postage Cost • Requires a Property to Market
REI BlackBook | www.REIBlackBook.com | 800.507.1945
Great Resources for Printing (and Mailing) • • • •
Click2Mail.com PostcardMania.com VistaPrint.com (Printing Only) OvernightPrints.com (Printng Only)
REI BlackBook | www.REIBlackBook.com | 800.507.1945
Where do I get the designs? • • • •
Fiverr.com Elance.com Odesk.com 99designs.com
OR…. REI BlackBook | www.REIBlackBook.com | 800.507.1945
DOWNLOAD OUR FREE LIBRARY home.reiblackbook.com/designs
REI BlackBook | www.REIBlackBook.com | 800.507.1945
The Sales Angle The Best Direct Mail Marketing: • Focuses on the READER, Not YOU. – No one cares that you’re the “top investor in the area.”
• Speaks to the top needs of the Reader: 1. 2. 3. 4.
Top Dollar As Is - No Repairs Needed Fast Closing Minimal Fees or Commission
REI BlackBook | www.REIBlackBook.com | 800.507.1945
The Sales Angle If at first you don’t succeed…
Try, Try Again!
REI BlackBook | www.REIBlackBook.com | 800.507.1945
Test Different Sales Angles: • • • • • • •
The Headline The Wording The Color The Design The List The Target Market The Type of Mail REI BlackBook | www.REIBlackBook.com | 800.507.1945
Now… Who do I send to?
REI BlackBook | www.REIBlackBook.com | 800.507.1945
Types of Lists • Buyers – Cash Buyers – Retail Buyers – Current Renters – Bankruptcy
• Lease Option – Bankruptcy – Foreclosure
• Sellers – Absentee Owners – Probate Properties – Delinquent Tax – Expired Listings – Adjustable Mortgage – Divorcees
REI BlackBook | www.REIBlackBook.com | 800.507.1945
Great Resources for Purchasing Lead Lists • ListSource.com • ByOwnerDaily.com • Experian.com/small-business/mailinglists.jsp
REI BlackBook | www.REIBlackBook.com | 800.507.1945
And Finally…Consistency
REI BlackBook | www.REIBlackBook.com | 800.507.1945
Consistency • One mailing is almost never enough • A good campaign includes multiple sends, tracking, testing, and resending again. • Remember to adjust items like headlines, color, list type, and design – to better discover the optimum ads for your market.
REI BlackBook | www.REIBlackBook.com | 800.507.1945
How do I track this? • Custom Extensions inside AMP • Custom Landing Page Domains inside the My Client Genie
REI BlackBook | www.REIBlackBook.com | 800.507.1945
Auto Message Pro
REI BlackBook | www.REIBlackBook.com | 800.507.1945
Landing Pages via MyClient Genie
REI BlackBook | www.REIBlackBook.com | 800.507.1945
And when you find the balance…
REI BlackBook | www.REIBlackBook.com | 800.507.1945
You’ve Found Successful Marketing
REI BlackBook | www.REIBlackBook.com | 800.507.1945
HOW ABOUT I JUST SHOW YOU???? REI BlackBook | www.REIBlackBook.com | 800.507.1945
How to Create More Traffic Using
Direct Mail Marketing REI BlackBook | www.REIBlackBook.com | 800.507.1945
About Damon • Founder & Creator of REI BlackBook • Technology NCO in USMC • Mortgage Business with Niche focus on Real Estate Investors • Systems to help Investors Do More Deals, so they would Need More Money • REI BlackBook was born REI BlackBook | www.REIBlackBook.com | 800.507.1945
What is Direct Mail Marketing? • Printed Pieces of Advertising – Letters – Postcards – Brochures – Fliers
• Mailed Directly to a Consumer • AKA Print Marketing or Mail Marketing REI BlackBook | www.REIBlackBook.com | 800.507.1945
Why should I use it?
REI BlackBook | www.REIBlackBook.com | 800.507.1945
“Major corporations know that direct-mail advertising is one of the most effective and profitable ways to reach out to new and existing clients…”
From Entrepreneur.com REI BlackBook | www.REIBlackBook.com | 800.507.1945
“What's the advantage? Unlike other forms of advertising, in which you're never sure just who's getting your message, direct mail lets you communicate one-on-one with your target audience…”
From Entrepreneur.com REI BlackBook | www.REIBlackBook.com | 800.507.1945
“That allows you to control who receives your message, when it's delivered, what's in the envelope and how many people you reach.”
From Entrepreneur.com REI BlackBook | www.REIBlackBook.com | 800.507.1945
Why should I use it? • Because it WORKS. – A 2013 survey showed direct mail marketing has the highest response rate of all direct marketing categories. • Email – 0.03% • Internet display ads - 0.04% • Paid Search - 0.22%
• Mail - 1.4% Source: cmocouncil.org REI BlackBook | www.REIBlackBook.com | 800.507.1945
Why should I use it? • Over 75% of direct mail is opened by the recipients and 63% read the contents. • 40% of consumers say that they have tried a new business after receiving direct mail, and 70% have renewed relationships with businesses that they had previously ceased using. Source: cmocouncil.org REI BlackBook | www.REIBlackBook.com | 800.507.1945
REI BlackBook | www.REIBlackBook.com | 800.507.1945
Isn’t it expensive? • In general, an investment of $1 in direct marketing ad expenditures is predicted to return, on average, $12.18 in incremental revenue across all industries.
Source: cmocouncil.org REI BlackBook | www.REIBlackBook.com | 800.507.1945
Would you give me $1 for $12?
REI BlackBook | www.REIBlackBook.com | 800.507.1945
Or how about this… • The Average Wholesale Assignment Fee is $5000 • The Average Cost Per Customer Acquisition using Direct Mail Marketing is $51.40
Let’s do the math… REI BlackBook | www.REIBlackBook.com | 800.507.1945
REI BlackBook | www.REIBlackBook.com | 800.507.1945
Doesn’t that sound good?
REI BlackBook | www.REIBlackBook.com | 800.507.1945
The Secret Formula for Direct Mail Marketing 1. The Marketing Piece 2. The Sales Angle 3. The Mailing List 4. Consistency
REI BlackBook | www.REIBlackBook.com | 800.507.1945
Types of Direct Mail Pieces • Standard Letters • Personalized Letters • Post Cards • Brochures • Catalogs • Fliers
• Self Mailers • Packages • Hand Written Letters • Coupon Books • Special Delivery (FedEx or Certified)
REI BlackBook | www.REIBlackBook.com | 800.507.1945
Our Favorite Options • Handwritten Letters (Yellow Letters) • Post Cards • Fliers (Property Marketing)
REI BlackBook | www.REIBlackBook.com | 800.507.1945
Yellow Letters
REI BlackBook | www.REIBlackBook.com | 800.507.1945
PROS & CONS • • • • •
Eye Catching High Open Rate Authentic More Trusted Great for Sellers
• Time Consuming • Higher Expense • Bad for Buyers
REI BlackBook | www.REIBlackBook.com | 800.507.1945
Postcards
REI BlackBook | www.REIBlackBook.com | 800.507.1945
PROS & CONS • Low Postage Cost • Multiple Design Options • Great for both Buyers and Sellers
• Lower Response Rate • Blends in with other “Junk Mail” • Limited Design Space
REI BlackBook | www.REIBlackBook.com | 800.507.1945
Property Fliers
REI BlackBook | www.REIBlackBook.com | 800.507.1945
PROS & CONS • Eye Catching • Great for Buyers • Leverages properties for response • Multiple Design Options
• Doesn’t work for Sellers • Higher Postage Cost • Requires a Property to Market
REI BlackBook | www.REIBlackBook.com | 800.507.1945
Great Resources for Printing (and Mailing) • • • •
Click2Mail.com PostcardMania.com VistaPrint.com (Printing Only) OvernightPrints.com (Printng Only)
REI BlackBook | www.REIBlackBook.com | 800.507.1945
Where do I get the designs? • • • •
Fiverr.com Elance.com Odesk.com 99designs.com
OR…. REI BlackBook | www.REIBlackBook.com | 800.507.1945
DOWNLOAD OUR FREE LIBRARY home.reiblackbook.com/designs
REI BlackBook | www.REIBlackBook.com | 800.507.1945
The Sales Angle The Best Direct Mail Marketing: • Focuses on the READER, Not YOU. – No one cares that you’re the “top investor in the area.”
• Speaks to the top needs of the Reader: 1. 2. 3. 4.
Top Dollar As Is - No Repairs Needed Fast Closing Minimal Fees or Commission
REI BlackBook | www.REIBlackBook.com | 800.507.1945
The Sales Angle If at first you don’t succeed…
Try, Try Again!
REI BlackBook | www.REIBlackBook.com | 800.507.1945
Test Different Sales Angles: • • • • • • •
The Headline The Wording The Color The Design The List The Target Market The Type of Mail REI BlackBook | www.REIBlackBook.com | 800.507.1945
Now… Who do I send to?
REI BlackBook | www.REIBlackBook.com | 800.507.1945
Types of Lists • Buyers – Cash Buyers – Retail Buyers – Current Renters – Bankruptcy
• Lease Option – Bankruptcy – Foreclosure
• Sellers – Absentee Owners – Probate Properties – Delinquent Tax – Expired Listings – Adjustable Mortgage – Divorcees
REI BlackBook | www.REIBlackBook.com | 800.507.1945
Great Resources for Purchasing Lead Lists • ListSource.com • ByOwnerDaily.com • Experian.com/small-business/mailinglists.jsp
REI BlackBook | www.REIBlackBook.com | 800.507.1945
And Finally…Consistency
REI BlackBook | www.REIBlackBook.com | 800.507.1945
Consistency • One mailing is almost never enough • A good campaign includes multiple sends, tracking, testing, and resending again. • Remember to adjust items like headlines, color, list type, and design – to better discover the optimum ads for your market.
REI BlackBook | www.REIBlackBook.com | 800.507.1945
How do I track this? • Custom Extensions inside AMP • Custom Landing Page Domains inside the My Client Genie
REI BlackBook | www.REIBlackBook.com | 800.507.1945
Auto Message Pro
REI BlackBook | www.REIBlackBook.com | 800.507.1945
Landing Pages via MyClient Genie
REI BlackBook | www.REIBlackBook.com | 800.507.1945
And when you find the balance…
REI BlackBook | www.REIBlackBook.com | 800.507.1945
You’ve Found Successful Marketing
REI BlackBook | www.REIBlackBook.com | 800.507.1945
HOW ABOUT I JUST SHOW YOU???? REI BlackBook | www.REIBlackBook.com | 800.507.1945
