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The Yellow Letter Strategy: Truth In Marketing
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There's power when you tell the truth in your marketing.
Bill Bernbach, an American advertising creative director, said “A small admission gains a large acceptance.”
This is a principle in advertising.
Tell people what they already know with your direct mail marketing.
This strategy is a perfect example.
Bonus: We used Yellow Letters Complete to create this campaign. They handwrite the notes using a robot, and you can add a custom sticky note that we find to be extremely effective in eliciting responses.
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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.
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.
Targeting Non-Owner Occupied Homeowners:
This letter is specifically crafted to appeal to non-owner occupied homeowners—those who own a second home or investment property but do not live in it. These homeowners are often more financially and emotionally detached from their second properties, making them more likely to consider selling when market conditions change.
Psychological Appeal:
This letter leverages several psychological principles to connect with homeowners considering selling their second homes:
There's power when you tell the truth in your marketing.
Bill Bernbach, an American advertising creative director, said “A small admission gains a large acceptance.”
This is a principle in advertising.
Tell people what they already know with your direct mail marketing.
This strategy is a perfect example.
Bonus: We used Yellow Letters Complete to create this campaign. They handwrite the notes using a robot, and you can add a custom sticky note that we find to be extremely effective in eliciting responses.
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