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Old 15th February 2013, 12:32 PM   #1
mrniceguy123
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Default Looking For Suggestions On What To Put In DM Campaign

We are a real estate investment company.

An "expert" in our niche/marketplace suggested reaching out to local attorneys asking for them to refer clients to us that may be looking to liquidate residential properties.

Being that you never get a second chance to make a first impression, we want to make sure we go about this the right way.

How might I go about figuring out the message and form of direct marketing (typed letter, written letter, postcard, etc.) that's best for this campaign?

Thanks in advance for your time, consideration, and help.

Any constructive feedback is welcomed.



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Old 25th February 2013, 07:19 PM   #2
ScottDecker
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Hello mrniceguy, welcome to the forum!

Good question - it looks like you're building a direct mail campaign to contact potential affiliate partners (attorneys).

I'd say it'd be best to lead with the money. If your referral commission is $300 per sale, the front of the card should have a hand holding 3 $100 bills.

Regular printed full-color card in a regular envelope.

On the inside, say "We pay $300 for every referral that results in a sale."

Inside, also include a little bit about your ideal client and some testimonials from happy clients.

Bright yellow seems to be a good color to include on the front of the card, from what I've heard from experts in the field - tends to be opened more often.

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Last edited by ScottDecker; 25th February 2013 at 07:21 PM.
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Old 26th February 2013, 04:19 AM   #3
hdm
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Quote:
Originally Posted by mrniceguy123 View Post
We are a real estate investment company.

Being that you never get a second chance to make a first impression, we want to make sure we go about this the right way.

How might I go about figuring out the message and form of direct marketing (typed letter, written letter, postcard, etc.) that's best for this campaign?

You are exactly right by saying that you never get a second chance to make a good first impression. Therefore, it is worth using a professional copywriter, even if you only ask them to proof and advise on your copy.

Let us know how it all goes, I wish you every success with your direct mail campaign.

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Old 21st March 2013, 08:24 AM   #4
PatprecisionE
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Hi Niceguy!

I agree with Scott. Go with the money- That's the biggest draw and it will get a great deal more attention than any line of copy ever could- no matter how clever!

Regarding the style of the direct mail campaign, in my experience a hand written note and envelope works best. I used to work for a real estate agent and whenever we did handwritten DM campaigns, we always saw a bigger response rate.

Now depending upon how large your list is, this could result in some hand cramps. Our solution was to create a hand written template, then send it off to a printing company. They were able to create custom envelopes and letters that looked handwritten. It saved us a ton of time and was well worth the money. I hope that helps and good luck!

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Old 21st March 2013, 10:36 AM   #5
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Originally Posted by PatprecisionE View Post
Hi Niceguy!

Regarding the style of the direct mail campaign, in my experience a hand written note and envelope works best. I used to work for a real estate agent and whenever we did handwritten DM campaigns, we always saw a bigger response rate.

Now depending upon how large your list is, this could result in some hand cramps. Our solution was to create a hand written template, then send it off to a printing company. They were able to create custom envelopes and letters that looked handwritten. It saved us a ton of time and was well worth the money. I hope that helps and good luck!
Absolutely, Patprecision. We are promoting our "handwritten" direct mail service in the UK, using digitised custom handwritten fonts. I understand it is very popular in the US. It certainly grabs attention more than a standard bulk mail piece.

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