You did not get the response rate you wanted in your real estate postcard marketing campaign. What should you do?
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.
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.
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.
The difference in these two mailings? You might believe that there was some huge change in copy, or in format. Ah, you’d be wrong. It was a very subtle, almost indistinguishable change from one mailing to the next. And it was a single photo on the front page.
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.
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.
You may change the headline, the testimonials, it’s not of importance what you change, use your instincts and change only one element at a time, then mail. Then you can compare the outcome of two different ones. Has this performed better or worse? If still you are dissatisfied, in 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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