So your last postcard mailing was a bit of a disappointment in generating leads and 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?
Now your work-and no doubt the toughest and most annoying for any direct marketer-is to analyze the reasons which stopped this effort being successful. Before rejecting your original copy all together, and making a fresh start, feeling that it’s not possible at all, think about this very simple option to correcting your copy.
But instead of the ‘body farm’ CSI detectives use to study the time and causes of death, you may consider having a ‘junk mail farm’. This will help you study the process of identifying the cause of death of sales leads from real estate marketing campaigns.
How did this idea of direct junk mail farm come about? My name was listed multiple times in mailing lists. Most probably whenever I signed-up for something, I wrote my name and address a bit differently. Or I used shortened versions of my name when I am in a hurry.
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.
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.
It may be a different headline. Or you may decide to place different testimonials on the postcard. It really doesn’t matter what you change. Use your gut instincts. Just make sure to change one item only at a time. Then mail it. When the results roll in, then you can compare it to the previous one.
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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