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Have you received your 2024 home value report yet? (CA)
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How to Execute
Video Walkthrough
Introduction
Nearly 30% of CMA request leads transact within 12 months, making home value reports one of the most effective tools for generating future business. This direct mail campaign captures attention with the hook, “Have you received your 2024 home value report yet?”—a question that implies homeowners should already have this information, encouraging them to reach out.
The direct mail postcard highlights the limitations of online tools, which often fail to capture market nuances and lead to inaccurate estimates. To strengthen the message, include a real example. Replace the placeholder $XX,XXX with a client story where an online estimate undervalued their home. Real-life proof builds credibility and reinforces the value of your expertise.
Pro-Tip: Print this as a MEGA postcard. A/B test both the letter and postcard version of this campaign in your market to see which performs better.
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Examples
How to Execute
Related Campaigns
Nearly 30% of CMA request leads transact within 12 months, making home value reports one of the most effective tools for generating future business. This direct mail campaign captures attention with the hook, “Have you received your 2024 home value report yet?”—a question that implies homeowners should already have this information, encouraging them to reach out.
The direct mail postcard highlights the limitations of online tools, which often fail to capture market nuances and lead to inaccurate estimates. To strengthen the message, include a real example. Replace the placeholder $XX,XXX with a client story where an online estimate undervalued their home. Real-life proof builds credibility and reinforces the value of your expertise.
Pro-Tip: Print this as a MEGA postcard. A/B test both the letter and postcard version of this campaign in your market to see which performs better.
Nearly 30% of CMA request leads transact within 12 months, making home value reports one of the most effective tools for generating future business. This direct mail campaign captures attention with the hook, “Have you received your 2024 home value report yet?”—a question that implies homeowners should already have this information, encouraging them to reach out.
The direct mail postcard highlights the limitations of online tools, which often fail to capture market nuances and lead to inaccurate estimates. To strengthen the message, include a real example. Replace the placeholder $XX,XXX with a client story where an online estimate undervalued their home. Real-life proof builds credibility and reinforces the value of your expertise.
Pro-Tip: Print this as a MEGA postcard. A/B test both the letter and postcard version of this campaign in your market to see which performs better.
This letter is designed to help homeowners who are hesitant to sell because they’re worried about finding their next home. It addresses their concerns, offers solutions, and builds trust with a clear, low-pressure call to action.
Why It Works:
- Acknowledges Their Fear:
It directly addresses the common concern—“What if I can’t find a new home I can afford?” - Provides a Solution:
Highlights the agent’s ability to find off-market properties, which reduces competition and stress. - Shows Social Proof:
Shares a real example of a client who purchased a home below market value through this approach, building credibility. - Reduces Pressure:
Reassures sellers that there won’t be bidding wars or high-pressure situations, easing their anxieties.
Simple Call to Action:Encourages sellers to text the agent, making it easy to start the conversation without any pressure.
In real estate marketing, timeliness and relevance are crucial for capturing attention and driving engagement.
According to a study by HubSpot, personalized and timely messages can boost engagement rates by up to 200% compared to generic campaigns.
By sending marketing materials that address current market conditions and homeowners' immediate concerns, you demonstrate your expertise and provide valuable insights exactly when your clients need them most.
This approach not only builds trust but also positions you as the go-to resource in a rapidly changing market.
In real estate marketing, timeliness and relevance are crucial for capturing attention and driving engagement.
According to a study by HubSpot, personalized and timely messages can boost engagement rates by up to 200% compared to generic campaigns.
By sending marketing materials that address current market conditions and homeowners' immediate concerns, you demonstrate your expertise and provide valuable insights exactly when your clients need them most.
This approach not only builds trust but also positions you as the go-to resource in a rapidly changing market.
Have you received your 2024 home value report yet? (CA)
Introduction
Nearly 30% of CMA request leads transact within 12 months, making home value reports one of the most effective tools for generating future business. This direct mail campaign captures attention with the hook, “Have you received your 2024 home value report yet?”—a question that implies homeowners should already have this information, encouraging them to reach out.
The direct mail postcard highlights the limitations of online tools, which often fail to capture market nuances and lead to inaccurate estimates. To strengthen the message, include a real example. Replace the placeholder $XX,XXX with a client story where an online estimate undervalued their home. Real-life proof builds credibility and reinforces the value of your expertise.
Pro-Tip: Print this as a MEGA postcard. A/B test both the letter and postcard version of this campaign in your market to see which performs better.
Before you get started
For best results with direct mail, you’ll want to have these core lists ready.
Before you send a text, make sure you have these three things in place:
Before you send an email, make sure these three things are in place:
Farm List
This is your core mailing audience—used for general awareness and market education. Build your list using the following filters:
- Homeowners who’ve owned for 10+ years
- 50%+ equity
- Areas with strong total commission opportunity (transaction volume × average price)
Start with 1,000 homes. Expand if it’s working. Need help pulling the list? Ask your title rep or use tools like PropStream or Breakthrough Broker.
Radius Lists
Used for campaigns like Just Listed, Just Sold, Magic Buyer, or Pre-Appointment letters.You’ll need the ability to quickly pull 100–200 nearby homes around a specific property.
Specialty Lists
Used for targeted campaigns like Expired Listings, Silver Tsunami, and FSBOs.
Pull these from platforms like RedX or similar.
An Email Tool
You need a platform that lets you send mass emails to your database. Use what you have—FUB, Follow Up Boss, Mailchimp, KVCore, Constant Contact, etc. If you’re not set up yet, get that handled first. You can’t send if you can’t hit send.
Three Simple Lists
You need three lists:
Prospects
People you haven't done business with.
SOI/Past Clients
People you have.
Entire Database
All contacts.
A Plain Text Format
These emails are written to feel personal, not promotional—so keep them clean. Paste them as-is, with a short signature (your name, number, maybe your site). That’s it.
A CRM That Can Send Texts
Most modern CRMs can do this—Follow Up Boss, Lofty, Brivity, Real Geeks, etc. Use your CRM before buying anything new. You’ll want tracking, history, and batch-sending capabilities.
If you do need a mass texting tool, here’s what we recommend. But start with manual sends if you have to.
Three Simple Lists
Texting is for follow-up. And smart follow-up starts with the right filters.
Prospects
People you haven’t done business with.
SOI/Past Clients
People you have.
Entire Database
All contacts.
Engaged Recently
Opened an email or visited your site in the last 7 days.
Not Contacted Recently
No outreach in 30 days (for prospects) or 90 days (for clients).
A Plain Text Format
These aren’t spam blasts. They’re timely, value-based follow-ups. Use their first name. Skip the signatures.
How to Execute
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