Sometimes it happens that your postcard mailing, doesn’t give you enough leads or sales for your real estate investment firm.
It happens. But undoubtedly when it does happen it leaves you a little baffled. You’re not alone. You sit there looking at your statistics. You study them from every perspective you can think of. But you can’t answer the question why. Why did the mailing not pull well? What did I do wrong? What part of the content didn’t work? Was it the headline? Was it the text? Or perhaps I didn’t place enough or even convincing testimonials?
Your job – and without a doubt one of the hardest and most frustrating for any direct marketer is to discover what aspects hindered this effort. Before you tear up your original copy and start from scratch, telling me that this is just impossible, consider using this very simple approach to correcting your copy.
Let me start off by telling you that I’m a “collector” of junk mail. Sure, some people may collect coins; others collect stamps. And still others prefer to collect Mickey Mouse items. Though, I find that junk mail is worth its wait in gold to my business. And I’ll tell you why. My name is on a mailing list not once, but sometimes twice and even three times. Each time my name is worded a little differently or perhaps the address is just a bit different.
This gives me the wonderful opportunity to receive the particular mailing twice. And many times I discover that the mailings are not exactly identical. I soon realized that this was how the firm was “testing” its copy. Each mailing had a different code. They obviously were tracking the results to discover which pulled better.
This enabled me to receive multiple copies of a real estate direct mail. And I noticed that they weren’t exact copies after all. There were slight differences in each one. Moreover, I noticed a unique code on each. Hence, I realized this was how they tested their real estate postcard marketing campaigns.
Now you are curious about the difference in these two mailings, you must have already thought about a big change in copy, or format, but here you are wrong. The changes are very subtle, almost indistinguishable from one to another, and with a single photo on the front page.
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.
Did it pull any better? Or did it pull worse? If you’re not satisfied with these results, then on your next mailing, select one more item to change.
Sure it requires loads of patience from you, but you’ll see the difference it will bring into your direct-marketing postcard campaign for your real estate investing firm. Try this success formula.
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