You may think I’m exaggerating when I say this. But I assure you that I’m not. When you decide to mail your next postcard campaign for your real estate investing firm, consider this suggestion: give twice the effort to the mailing list as you do to your copy.
A good mailing list is an integral part in the success of a direct marketing campaign. Every experienced marketing professional already know this for a fact. They highly prioritize the process of choosing their mailing lists aside from the basic focus on their headlines and offers.
An experienced real estate marketing professional uses a formula called the 40-20-40 law wherein his direct marketing tasks are divided.
In fact, here’s a quick formula for success to keep in the back of your mind. It’s called the 40-40-20 principle of direct marketing. And it means that 40 percent of your efforts should be focused on selecting your mailing list. Another 40 percent of your should be directed to your offer. The remaining 20 percent of your time then can be spent on your copy, your text and the general design of your mailing. It’s a little known secret. But it’s a very effective little known secret.
So begin with choosing the right list. First, by making sure you use a list broker. Today, you can rent a list of names in just about any category imaginable – and many even the most vivid of your dreams can’t imagine.
How do you go about selecting the right mailing list? Experts advise that you hire a mailing list provider. But in working with a broker, you also need to know what questions to ask, to help him process the list further.
Make sure you know you customers well. Direct marketers must know very well their customers so that their list broker can give them a high quality mailing list. If you can provide him with sufficient information about your target market, likewise he’ll provide you with a better list.
Direct marketers, know thy customer! Find out as much as you can about your typical customer. The more information you can provide your broker the better the names on the list will work for you. You’ll want to know a variety of things about them, including their age, their gender, approximate income as well as their lifestyles, and interests. You’ll also want to be sure to inform your list broker of the geographic area you want to target.
Know your intentions. This means know exactly what your mailing want to do. Is this a mailing to generate leads for you to follow up on? Or you are anticipating this campaign to produce some sales? It really does make a difference. And your list broker can help you do this.
Now you at least have a slight idea about how much work you’ll need to put into the selection of your next selection of names. And for you to experience success, it may be more time and effort than you originally thought.