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Direct Mail Templates
This direct mail campaign generated a $2M listing.
Total spend, $1,200.
We targeted 1,000 neighbors who had owned their homes for more than three years and had a property value of over $1.5M.
Here’s why it worked:
1. We had social proof (“Your neighbor hired us”).
2. We provided specifics about the sale that couldn’t be found online.
3. We shared a relevant statistic that piqued their curiosity.
Most importantly, we had a clear and direct call to action targeted towards serious sellers.
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.
The cost is about $1.20 per piece.
This is one of the best direct response campaigns that was originally written as an email, but could also be translated into direct mail.
The Name Your Price strategy has generated hundreds of millions of dollars in listings because it's so incredibly simple—
One message. One call-to-action.
This is a campaign that you can send every 4-6 months, and you're going to get listings.
Gretchen Coley sent out this campaign and generated 130 conversations, 8 listings.
Now here's the thing—Gretchen didn't just send the postcard and wait for people to reply.
She sent the postcard, got a few replies, then also picked up the phone and made phone calls.
If you want to get an ROI from direct mail marketing, you've got to go the extra mile to send the postcard and make the call as well.
This strategy is called Zillow vs Agent.
(S/O to Jacob Stark for executing this strategy.)
First, a question for you: What happens to the Zestimate when you list a property?
Right—it changes to the list price.
Talk about the biggest punch in the gut.
If you list a property for $500,000 and you sell it for $500,000…it doesn't appear that you did anything. You simply sold it for the Zestimate.
What most people don't realize is that maybe two weeks ago, the Zestimate was $430,000.
But you had no record of proof that you actually sold that property for $70,000 above the Zestimate.
Here's how to take advantage of that—
Before you put the home in the MLS, take a screenshot of the Zestimate.
Then after you sell it, you have a before and after to showcase how great you are at your job.
Here's the exact copy to use in your letter.
1 listing appointment, 120 letters sent.
Here's how the ZMA works:
1. Print out a screenshot of their Zestimate
2. Add a handwritten sticky note with the CTA—Would you sell for 10% more than this? (feel free to adjust based on your market)
3. Mail to your farm. Handwritten is better than mass-produced.
Pro-tip: Use Propstream to build your list and use the following parameters:
7+ years
4%+ interest rate
Owner occupied with 30%+ equity
Of course, feel free to adjust based on your own knowledge of the market.
You’re going to love this strategy.
We all know that unsolicited CMAs work.
What you need to do next is take your most marketable CMAs and turn them into a direct mail campaign to generate seller leads.
The process goes like this:
1. Do 5-10 CMAs.
2. Highlight the most notable one.
3. Send this letter to your farm.
This is how you generate high-quality leads without paying a profit-crushing referral fee.
Just Sold Letters + Circle Dialing works.
The following campaigns resulted in multiple listing appointments.
Here's the pro-tip:
1. Build a targeted list. Ideally, homes that fit in your local "sell-box."
2. Create a campaign that provides information the consumer can't find online (i.e. # of offers, # of showings, etc.) with a simple and clear call-to-action. Don't include the final sale price—that gives potential sellers a reason to call.
3. Make your offer clear and compelling.
And finally, don't wait for the inbound calls.
Hit the phones to follow up.
This needs to become an SOP every time you sell a home.
There are probably people in your database who bought a house with a real estate agent who no longer carries a license.
They've been left to fend for themselves and probably have no relationship with an agent at this point.
If you were to market to them…here's what you might say.
You're either going to love or hate this strategy…
We've all heard the stat that 87% of consumers say that they'd work with their agent again, but only 12% do. (Source: NAR)
Part of the reason why that is, is because the consumer never hears from their agent again after they buy or sell.
This strategy speaks to those folks directly.
This letter generated a $2,100,000 listing that sold in 2 weeks.
While your competition is asleep at the wheel sending their generic, Just Listed and Just Sold postcard, there's an opportunity to stand out in the mailbox by providing useful information that's personalized to their market.
We sent this letter to 1,497 North Hills homeowners. Total cost, $1,047.
Here's why it worked:
1. The audience matches the message
2. The call-to-action answers the "Why now?" question
3. The social proof creates confidence
Don't believe the adage that it takes 12 months to generate an ROI from direct mail.
A well crafted message that has a clear call to action can drive immediate results.
Every buyer is an opportunity to get a new seller.
That's why when you have buyers who are looking in a specific neighborhood, send out a direct mail campaign that describes who they are and what they're looking for.
S/O to Jason Cassity for going the extra mile for his clients using this strategy.
Would this strategy work in this market? 100000000%.
Don't stress about the market, your competition, or the economy—focus on what you can control.
Every buyer is an opportunity to get a new seller. The Magic Buyer letter is simple:
- Write a letter to homeowners who live in the neighborhoods where your buyers are looking to live.
- Be specific in describing who your buyers are and what they're looking for.
- Encourage these homeowners to contact you if they're interested in selling.
Would this strategy work in this market? 100000000%.
Don't stress about the market, your competition, or the economy—focus on what you can control.