You may think I’m exaggerating when I say this. But I assure you that I’m not. When you decide to mail your next postcard campaign for your real estate investing firm, consider this suggestion: give twice the effort to the mailing list as you do to your copy.
A good mailing list is an integral part in the success of a direct marketing campaign. Every experienced marketing professional already know this for a fact. They highly prioritize the process of choosing their mailing lists aside from the basic focus on their headlines and offers.
A basic direct marketing tenet every real estate investor should know is the 40/20/40 rule.
In fact, here’s a quick formula for success to keep in the back of your mind. It’s called the 40-40-20 principle of direct marketing. And it means that 40 percent of your efforts should be focused on selecting your mailing list. Another 40 percent of your should be directed to your offer. The remaining 20 percent of your time then can be spent on your copy, your text and the general design of your mailing. It’s a little known secret. But it’s a very effective little known secret.
So begin with choosing the right list. First, by making sure you use a list broker. Today, you can rent a list of names in just about any category imaginable – and many even the most vivid of your dreams can’t imagine.
Ask questions you really need to know. Make sure that the list is fresh and updated. Ask him to provide you with the information like the company the list originated from and the process how they created the list. Ask if the duplicates can be removed from the list and if the list can be given to you in various formats.
Be a smart mailing list shopper and ask productive questions. How fresh is the data on the list? Where did the list originate? Or from which companies did the data broker acquire the list? Can duplicates be taken out from the list? In what form will the data be given to you?
Make sure to give him precise details such as the exact location of the customers you want in the list.
Some of the things you should know are the demographics of your target customers, their common interests, habits, location, and etc.
Be clear about your objectives. So these are the basic things you should consider in assessing which lists are correct for your real estate marketing campaign. And yes, the effort required is double than what most real estate investors believe.
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