So your last postcard mailing was a bit of a disappointment in generating leads and sales for your real estate investment firm?
You know this could happen. But deep inside you were expecting good leads will come out of your first batch of real estate direct mail. Now you want the answer to why it did not work. You start to form your own theories. The headline was not magnetic. The call to action was weak. Or you think you should have added more persuasive testimonials.
Your job - and without a doubt one of the hardest and most frustrating for any direct marketer is to discover what aspects hindered this effort. Before you tear up your original copy and start from scratch, telling me that this is just impossible, consider using this very simple approach to correcting your copy.
Let me start off by telling you that I'm a "collector" of junk mail. Sure, some people may collect coins; others collect stamps. And still others prefer to collect Mickey Mouse items. Though, I find that junk mail is worth its wait in gold to my business. And I'll tell you why. My name is on a mailing list not once, but sometimes twice and even three times. Each time my name is worded a little differently or perhaps the address is just a bit different.
The reason being, my name on a mailing list is not just once, but sometimes twice or thrice, each time there is a difference in spelling of my name or address is little different.
So I get a chance to receive mailings twice. I find many times that mailing are not identical, I understood this is how a firm "tests" it's copy, each mailing with a different code, which they track to see which mailing was producing better results.
Yes! That was it. And you can use this illustration to your advantage in your next postcard mailing. If it didn't bring in the results that you expect it should, change one element - and one element only. Then mail it again. Better yet, mail the two side by side carefully placing different codes on them. Then you can get a true picture of which pulls better.
It may be a different headline. Or you may decide to place different testimonials on the postcard. It really doesn't matter what you change. Use your gut instincts. Just make sure to change one item only at a time. Then mail it. When the results roll in, then you can compare it to the previous one.
Are you starting to get the results you want? Then you may stop or continue testing to further increase your response rate. Or are you worse off than you were before? Then start to make new theories and again change one item at a time to correctly identify why your real estate marketing campaign is not pumping in sales leads.
Yes, this does take patience on your part. But you'll be surprised how you can perfect a less than stellar performance into an effective direct-marketing postcard campaign for your real estate investing firm. Just give it a try!
You know this could happen. But deep inside you were expecting good leads will come out of your first batch of real estate direct mail. Now you want the answer to why it did not work. You start to form your own theories. The headline was not magnetic. The call to action was weak. Or you think you should have added more persuasive testimonials.
Your job - and without a doubt one of the hardest and most frustrating for any direct marketer is to discover what aspects hindered this effort. Before you tear up your original copy and start from scratch, telling me that this is just impossible, consider using this very simple approach to correcting your copy.
Let me start off by telling you that I'm a "collector" of junk mail. Sure, some people may collect coins; others collect stamps. And still others prefer to collect Mickey Mouse items. Though, I find that junk mail is worth its wait in gold to my business. And I'll tell you why. My name is on a mailing list not once, but sometimes twice and even three times. Each time my name is worded a little differently or perhaps the address is just a bit different.
The reason being, my name on a mailing list is not just once, but sometimes twice or thrice, each time there is a difference in spelling of my name or address is little different.
So I get a chance to receive mailings twice. I find many times that mailing are not identical, I understood this is how a firm "tests" it's copy, each mailing with a different code, which they track to see which mailing was producing better results.
Yes! That was it. And you can use this illustration to your advantage in your next postcard mailing. If it didn't bring in the results that you expect it should, change one element - and one element only. Then mail it again. Better yet, mail the two side by side carefully placing different codes on them. Then you can get a true picture of which pulls better.
It may be a different headline. Or you may decide to place different testimonials on the postcard. It really doesn't matter what you change. Use your gut instincts. Just make sure to change one item only at a time. Then mail it. When the results roll in, then you can compare it to the previous one.
Are you starting to get the results you want? Then you may stop or continue testing to further increase your response rate. Or are you worse off than you were before? Then start to make new theories and again change one item at a time to correctly identify why your real estate marketing campaign is not pumping in sales leads.
Yes, this does take patience on your part. But you'll be surprised how you can perfect a less than stellar performance into an effective direct-marketing postcard campaign for your real estate investing firm. Just give it a try!
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