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Ambassador
881,381
John Meussner
Mason-McDuffie Mortgage, Conventional Loans, Jumbo Loans, FHA, 203(k), USDA, VA, - Walnut Creek, CA
#MortgageMadeEasy Walnut Creek, CA 484-680-4852

Direct mail is about quantity and consistency.  200 is a little short of what's needed for success but you may get lucky.  1000 recipients once?  You may as well send me a check for whatever that would cost you --- I'll send you the same amount of $$ you're likely to make off of that, along with a deed to some land in the everglades ; )

 

If your only options are those listed, go with the 2nd one (or spend the money on something other than direct mail).  

Apr 26, 2016 04:56 AM
Rainmaker
4,866,948
Barbara Todaro
RE/MAX Executive Realty - Franklin, MA
Marketing Agent for The Todaro Team

it's a numbers game and the important numbers are the amount of pieces you send AND how many times you send them in a year.... 200 is a waste.... you might as well send to 10....100 times.... but what the hell do I know!!

the bottom line is not everyone should be doing direct mail marketing.... you need to spend the money....don't try to do it on a very limted budget....

 

Apr 26, 2016 03:06 AM
Rainer
69,288
Shawn and Angela Miller
Berkshire Hathaway HomeServices Amabassador Real Estate - Lincoln, NE
Lincoln and Omaha, NE REALTORS®

I read after the 5th mailing, your results increase dramatically.  Also need to make sure your target audience is the "right" audience.  Read up on the USPS Every Door Direct Mail.  I did and found it interesting and fairly cheap to deliver using certain mail routes.

Apr 26, 2016 09:08 AM
Rainmaker
1,210,414
Ryan Huggins - Thousand Oaks, CA
www.HugginsHomes.com - Thousand Oaks, CA
Residential Real Estate and Investment Properties

My vote is for the multiple touches.  Greater chance of getting them when they are thinking about it and it gets name recognition out there.

Apr 26, 2016 05:49 AM
Rainmaker
1,206,277
Mary Yonkers
Alan Kells School of Real Estate/Howard Hanna Real Estate - Erie, PA
Erie/PA Real Estate Instructor

Follow the tried and true words of Barbara Todaro Keep in mind that many people are like me.  I sort the mail next to the recycle bin. 9 of 10 pieces of mail do not get opened.  Send postcards.  At least I see your name/logo as it gets tossed

Apr 26, 2016 04:38 AM
Ambassador
1,249,533
Susan Emo
Sotheby's International Realty Canada - Brokerage - Kingston, ON
Kingston and the 1000 Islands Area

I'd follow any advice that Barbara Todaro so kindly shares with us - she is Queen of direct marketing in my opinion!

Apr 26, 2016 03:18 AM
Rainmaker
2,655,894
Debbie Gartner
The Flooring Girl - White Plains, NY
The Flooring Girl & Blog Stylist -Dynamo Marketers

5 touches for sure!  One touch won't do anything.  I would consider doing at least 10 touches.  Not sure that 200 is enough.  I would try for at least 500, but 1000 is better.

In advertising, it's about Reach x Frequency (often called GRPs) and you need both and if not significant, don't bother.

Apr 26, 2016 09:26 AM
Rainmaker
2,763,009
Kathleen Daniels
KD Realty - 408.972.1822 - San Jose, CA
San Jose Homes for Sale-Probate & Trust Specialist

Do the math on the turnover of homes you are mailing too. Make sure the target is good. You need many touches and consistency.  200 homes is a very small target.

Apr 26, 2016 09:13 AM
Rainmaker
3,762,741
Dorie Dillard CRS GRI ABR
Coldwell Banker United Realtors® ~ 512.750.6899 - Austin, TX
Serving Buyers & Sellers in NW Austin Real Estate

I ditto the queen of marketing Barbara Todaro ..it is a numbers game and consistent marketing over and over will do the trick!

Apr 26, 2016 05:55 AM
Rainmaker
1,477,456
Inna Ivchenko
Barcode Properties - Encino, CA
Realtor® • Green • GRI • HAFA • PSC Calabasas CA

5 touches or more. Getting one touch would unlikely bring any results. 

Apr 26, 2016 05:48 AM
Rainmaker
983,928
Sam Shueh
(408) 425-1601 - San Jose, CA
mba, cdpe, reopro, pe

500 direct mail 20 times is more effective.

Apr 26, 2016 04:58 AM
Rainmaker
729,375
Jeff Pearl
RE/MAX Distinctive / LIC in VA - Lovettsville, VA
Full Service Full Time Realtor

It depends on how many homes i'm targeting in certain neighborhood. If it's a community i like, and there are 200 or so houses, I would do 200 five times.

Apr 26, 2016 04:05 AM
Rainmaker
501,146
Jeffrey Jones
AZ Home Seekers - San Tan Valley, AZ
AZ Home Seekers, azhomeseekers.com

less targets more hits. definately.

Apr 26, 2016 03:05 AM
Rainmaker
1,520,996
Sandy Padula and Norm Padula, JD, GRI
HomeSmart Realty West & Geneva Financial, Llc. - Carlsbad, CA
Presence, Persistence & Perseverance

The latter

Apr 26, 2016 03:05 AM
Rainmaker
1,276,892
Carol Williams
Although I'm retired, I love sharing my knowledge and learning from other real estate industry professionals. - Wenatchee, WA
Retired Agent / Broker / Property Manager

Without a doubt.  Fewer recipients.  More touches.  

Apr 26, 2016 03:02 AM
Rainmaker
3,238,765
Michael Jacobs
Pasadena, CA
Los Angeles Pasadena 818.516.4393

Suzanne and Tony --- I see a question about direct mail marketing and I begin to channel Barbara Todaro and I glance to the answers and see there is no reason to channel, the Post Card Princess has already responded.   

Apr 26, 2016 09:15 PM
Ambassador
2,849,080
Tammy Lankford,
Lane Realty Eatonton, GA Lake Sinclair, Milledgeville, 706-485-9668 - Eatonton, GA
Broker GA Lake Sinclair/Eatonton/Milledgeville

you get responses after about 8 to 12 contacts.

Apr 26, 2016 03:17 PM
Ambassador
3,912,805
Jeff Dowler, CRS
Solutions Real Estate - Carlsbad, CA
The Southern California Relocation Dude

The more touches the better. I suspect 200 is not enough, althoug if it a specific farm it might be OK. I am no expert - Barbara Todaro is

Apr 26, 2016 01:49 PM
Rainer
302,029
Melissa Jackson
Citiwide Alliance Realty - Weatherford, TX
Helping You Make The Right Move

The second choice.  Touch base with them more often.

Apr 26, 2016 11:33 AM
Rainmaker
1,504,625
Lyn Sims
RE/MAX Suburban - Schaumburg, IL
Schaumburg IL Real Estate

100 to 1 odds that your return would be higher with the 200.  

But ... Barbara is right, you just can't send anything. That's what the problem is with most agent marketing. No one wants receipe cards anymore. Tell them something they might want to know 5 times.

Also, pre-investigation work needs to be done. What % of owners are moving? Pick the area with the highest return OR which area is the most popular?

Apr 26, 2016 10:09 AM
Rainmaker
4,310,474
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Tony and Suzanne,

It depends on the marketplace...

Apr 26, 2016 10:01 AM
Rainmaker
291,467
Jack Lewitz
IL Real Estate Specialists - Evanston, IL

I think whatever way you choose the message in the material you are sending must compel your audience to action and that action should be to call you. 

Apr 26, 2016 03:46 AM
Ambassador
2,344,089
Fred Griffin presently on Leave of Absence
Fred Griffin Real Estate - Tallahassee, FL
Licensed Florida Real Estate Broker

5X

Apr 26, 2016 03:11 AM
Rainmaker
743,047
Annette Lawrence , Palm Harbor, FL 727-420-4041
ReMax Realtec Group - Palm Harbor, FL
Making FLORIDA Real Estate EZ

If mobility is above 5% one time should fill your pipeline with 90 market clients.

If mobility is 3 or lower, you need to be persistent. However, I would do a 3 touch with escalating invitation and a real expiry time.

Apr 26, 2016 03:06 AM
Rainmaker
1,277,686
Donna Foerster
HomeSmart Realty Group - Parker, CO
Metro Denver Real Estate Agent

The 2nd option. Consistency is the key to success!

Oct 02, 2016 01:36 PM
Rainmaker
822,246
Jennifer Mackay
Counts Real Estate Group, Inc. - Panama City, FL
Your Bay County Florida Realtor 850.774.6582

I think multiple touches are king - I don't do mail outs anymore, as it's a real time sink - but to each his own

You gotta try different things and see what works for you

Apr 27, 2016 09:07 PM
Rainer
51,313
Joe D'Agostino
NMLS# 729950 - Manahawkin, NJ
Mortgage Officer 46 years!

As someone who has a backround in Marketing, I have found that Direct Mail is at best the minimum way to get business. With that said, it is known within the marketing world that at least 6 mailings for future business is needed. Social Networking is the new #1 for business,with the Cell Phone banners becoming the hit with the Millennials. Good luck....Joe 

Apr 27, 2016 01:33 AM
Rainmaker
4,431,972
Gita Bantwal
RE/MAX Centre Realtors - Warwick, PA
REALTOR,ABR,CRS,SRES,GRI - Bucks County & Philadel

The latter.

Apr 27, 2016 12:39 AM
Rainmaker
5,262,269
Roy Kelley
Realty Group Referrals - Gaithersburg, MD

Multiple contacts are usually more effective.

Apr 26, 2016 10:09 PM
Rainmaker
2,230,891
Joe Petrowsky
Mortgage Consultant, Right Trac Financial Group, Inc. NMLS # 2709 - Manchester, CT
Your Mortgage Consultant for Life

Good morning Tony and Suzanne Marriott, Associate Brokers. It is difficult to track the results, you will certainly know if your results are worth continuing.

Apr 26, 2016 05:36 PM
Ambassador
4,298,221
Praful Thakkar
LAER Realty Partners - Andover, MA
Andover, MA: Andover Luxury Homes For Sale

Tony and Suzanne Marriott, Associate Brokers - start from 1000  different pieces to 1 client - and go up from there and find the best number...

(I know it's not practical - however, you got what I want to say, isn't it?)

Apr 26, 2016 02:58 PM
Rainmaker
442,271
Diana Dahlberg
1 Month Realty - Pleasant Prairie, WI
Real Estate in Kenosha, WI since 1994 262-308-3563

I like your second option.  It takes more than one time to make an impression.

Apr 26, 2016 02:14 PM
Ambassador
3,673,422
Patricia Kennedy
RLAH Real Estate - Washington, DC
Home in the Capital

Option Number 2.

Apr 26, 2016 01:52 PM
Ambassador
3,981,938
Debbie Reynolds
Platinum Properties - Clarksville, TN
Your Dedicated Clarksville TN Real Estate Agent

The repeated touches will have more impact every time.

Apr 26, 2016 01:21 PM
Rainmaker
3,977,611
William Feela
WHISPERING PINES REALTY - North Branch, MN
Realtor, Whispering Pines Realty 651-674-5999 No.

The latter without a doubt

Apr 26, 2016 01:00 PM
Rainmaker
1,157,264
FN LN
Toronto, ON

It depends on who the recipients are.

Apr 26, 2016 12:34 PM
Rainmaker
1,523,566
Sybil Campbell
Long and Foster REALTORS® 5234 Monticello Ave Williamsburg, Virginia - Williamsburg, VA
REALTOR® ABR, SFR, SRES Williamsburg, Virginia

I would do the 200 recipients with the 5 touches.  Make sure they are past clients or good referral sources,

Apr 26, 2016 12:29 PM
Rainmaker
2,704,298
Lisa Von Domek
Lisa Von Domek Team - Dallas, TX
....Experience Isn't Expensive.... It's Priceless!

If you can only choose one way, then more touches to fewer recipiets.

Apr 26, 2016 11:56 AM
Rainmaker
1,237,982
Raymond E. Camp
Howard Hanna Real Estate Services - Ontario, NY
Licensed Real Estate Salesperson Greater Rochester

As the follow up would be almost impossible for a 1000; the 200!

Apr 26, 2016 08:08 AM
Rainmaker
679,914
Candice A. Donofrio
Next Wave RE Investments LLC Bullhead City AZ Commercial RE Broker - Fort Mohave, AZ
928-201-4BHC (4242) call/text

1000 recipients 5 touches would be the best of all! ;)
If budget would only allow 200 at a time, I would choose the latter. Repetition to burn that little brand into the subconscious of the recipient.

Apr 26, 2016 06:05 AM
Ambassador
4,053,779
Bob Crane
Woodland Management Service / Woodland Real Estate, Keller Williams Fox Cities - Stevens Point, WI
Forestland Experts! 715-204-9671

I would probably do the 1000 with plans of hitting them again in a few months but then get so busy that I never sent out the second set of postcards

Apr 26, 2016 05:46 AM
Rainmaker
2,423,261
Richie Alan Naggar
people first...then business Ran Right Realty - Riverside, CA
agent & author

Repetition we know works...Reminders or right place right time works too. Trust your instincts and if no trust, experiment to know

Apr 26, 2016 05:28 AM
Rainmaker
4,796,451
Gabe Sanders
Real Estate of Florida specializing in Martin County Residential Homes, Condos and Land Sales - Stuart, FL
Stuart Florida Real Estate

My vote is for the 200 for 5 times.

Apr 26, 2016 04:19 AM
Rainmaker
4,019,713
Joan Cox
House to Home, Inc. - Denver Real Estate - 720-231-6373 - Denver, CO
Denver Real Estate - Selling One Home at a Time

This would be a great question for Barbara Todaro, but everything I have read, it takes many touches before direct marketing produces business.

Apr 29, 2016 01:00 AM