Sometimes it happens that your postcard mailing, doesn't give you enough leads or sales for your real estate investment firm.
It leaves you in shock that what may be the reason. Well, you are not alone in this. You check statistics, study it with different perspective, but still are unable to find the reason. You question yourself why did the mailing fail? Where had you been wrong? Which part of the matter was not impressive enough? Was it because of the headline or text, or because you had not put enough or convincing testimonials?
So do you consider your real estate direct mail copy as junk and throw it away? No. You are now about to engage in the scientific and investigative work of real estates direct marketing. Like a CSI detective, you will keep on testing the copy to discover what works.
First I would like to state that I am a "collector" of junk mails. Some collect coins, some stamps, some Mickey Mouse items. I believe junk mail is worth its weight in gold in my business.
The reason being, my name on a mailing list is not just once, but sometimes twice or thrice, each time there is a difference in spelling of my name or address is little different.
So I get a chance to receive mailings twice. I find many times that mailing are not identical, I understood this is how a firm "tests" it's copy, each mailing with a different code, which they track to see which mailing was producing better results.
You would think that testing real estate marketing materials would require sending entirely different materials and see which one people liked better. This is not what happens at all. Instead, you will only change one item such as a headline, or one photo. Then send them out again.
Test your theories one by one on why your real estate direct mail was not effective. Keep on testing and changing only a single item to identify what specifically works for your target market.
Are you starting to get the results you want? Then you may stop or continue testing to further increase your response rate. Or are you worse off than you were before? Then start to make new theories and again change one item at a time to correctly identify why your real estate marketing campaign is not pumping in sales leads.
Yes, this does take patience on your part. But you'll be surprised how you can perfect a less than stellar performance into an effective direct-marketing postcard campaign for your real estate investing firm. Just give it a try!
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