Are you getting a 5% to 15% response rate from your real estate marketing mailings? If not, a targeted Yellow Letter marketing campaign may be for you.
What is a Yellow Letter marketing campaign?
This is a handwritten direct mail campaign. A letter is written by hand and then professionally duplicated. Then each envelope is hand-addressed and personalized. This means the entire letter is written in the handwriting of an actual person, not computer-generated font.
Why do these letters work so well?
Quite simply, because they get opened and read. These letters work because they do not look like your typical business marketing letter. They don't have a clear plastic window, they aren't typed, they don't have a bulk rate stamp, and they definitely are not a postcard. They do not look like a normal marketing letter, so people treat them differently - they actually read them.
Who uses these letters?
These handwritten letters are used by successful real estate investors and real estate agents all over the country. They are usually sent to mailing lists of pre-notice of default, absentee owner, or high-equity mortgages (also known as free and clears).
When should I use a targeted campaign like this vs. a post card campaign?
A post-card mailing is a low-cost per unit, shotgun approach to marketing. Postcards can be used if you do not have a targeted mailing list, but response rates for post card mailings are generally very low, typically less than 1%. If you have a targeted mailing list (or have access to one), a Yellow Letter campaign will yield a much higher response rate, typically between 5% and 15%.
A great way to summarize the effectiveness of yellow letters is as follows: You get home from work and open your mail box. There is a post card with tiny print, two white business-size envelopes with clear plastic windows, and a letter in a yellow envelope that looks like an invitation to a party. Which one are you going to open first, and which one is going straight into the trash?
Troy Sordin is a marketing expert at http://yellowletterscomplete.com/
Yellow Letters Complete offers turnkey marketing solutions including Yellow Letters and mailing lists. Yellow Letters Complete can be reached by calling 1-888-294-0780 and can customize a campaign for you.
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