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#364525 - 01/24/11 06:01 PM (Direct Mailing) Post Cards VS. Yellow Letter
CIProperties863 Offline
Member

Registered: 03/10/10
Posts: 63
Loc: Polk County, FL
Hey World,

So I was about to begin my first direct mail campaign to a list of NOD,LP,Probates, etc... and I was woundering which peace of mail rceive a better response rate The Yellow Letter, Or the Post Cards.

I would love to hear from you everyone who has tried either of these. Please express and share your thoughts and opinions. I Would love to here from you.

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#364532 - 01/24/11 06:29 PM Re: (Direct Mailing) Post Cards VS. Yellow Letter [Re: CIProperties863]
Vermont Offline
Major Contributor

Registered: 04/12/08
Posts: 7773
Loc: Vermont's North-East Kingdom
Originally Posted By: CIProperties863
So I was about to begin my first direct mail campaign to a list of NOD,LP,Probates, etc... and I was woundering which peace of mail rceive a better response rate The Yellow Letter, Or the Post Cards.

I would love to hear from you everyone who has tried either of these. Please express and share your thoughts and opinions. I Would love to here from you.
What's this for . . . the Evelyn Woods Speed Marketing Program ?

Whatever you send . . . . proofread it first (or pay someone to do it for you); just to show a modicum of respect for your readership . . . . and maybe salvage your investment.

Just a thought.
_________________________
Dale C. Hittle of GOLDEN RULE PROPERTIES in Glover, Vermont
Where We're Always Striving To Put Together "THE FAIR DEAL"

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#364683 - 01/25/11 09:02 PM Re: (Direct Mailing) Post Cards VS. Yellow Letter [Re: Vermont]
Kjmendy Offline
Veteran Member

Registered: 05/17/10
Posts: 935
Loc: London, Ontario
Care to share what a "Yellow Letter" campaign actually is? I did some googling and it seems that it is simply sending out a yellow letter. But I cannot believe it is that simple or it is effective.

Anybody care to enlighten me with more details?

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#364695 - 01/26/11 12:00 AM Re: (Direct Mailing) Post Cards VS. Yellow Letter [Re: Kjmendy]
Vermont Offline
Major Contributor

Registered: 04/12/08
Posts: 7773
Loc: Vermont's North-East Kingdom
Originally Posted By: Kjmendy
Care to share what a "Yellow Letter" campaign actually is?

I don't know the derivation for sure; but it seems to stem from a technique of trying to get the mark to make the first move . . . . perhaps to avoid making the call; getting the mark to pay for the call; avoiding the Do Not Call penalties. Some may think it's akin to taking a "Chickeny Approach" to soliciting business.

Whatever the origin was; it often requires that the perpetrator pretend to be an Investor interested in purchasing the property of a pre-selected group of recipients, and allowing the recipients to categorize themselves in categories of motivation based on how quickly they respond to the solicitation.

The Yellow Letters sent are intended to appear somewhat amateurish, and are often hand-written (or appear to be) so as to give the recipient the expectation that he's dealing with someone who is less than a a professional . . . . but has money, and probably just prepared the "Yellow Letter" in haste.

The recipient certainly doesn't conclude that he's just one of many in an organized campaign . . . . just the opposite - he's special. And the mail is intended to play off the circumstances that the recipient is in (and the sender already knows): Pre-Foreclosures; FSBOs; Absentee Owners; Heirs to the recently Deceased; Absentee Owners; Expired Listings.

I think many of these are sent using pseudo-nyms so that a legitimate Real Estate Firm may never want to participate in pretending to not be involved in Real Estate UNTIL they have their Foot-in-the-Door.

Yellow Letters certainly don't look professional . . . . that's why they are likely to be opened. They don't look like junk mail. They don't get lost in the pile of advertisements. Never in a business envelope; they are delivered in an invitation envelope which is addressed as if it is a note written from family or a friend.

There are no signs on the envelope that it is a solicitation to do business. The envelope gets opened, their message is read, which increases the Yellow Letter response rate tremendously.

But I think the mis-representation involved would frowned on by our Real Estate Commission. We're required to make our identity prominent adverisements and on all mail. Using a false name in this manner is probably grounds for getting disciplined. I doubt that many REALTORS® would engage in the practice . . . . or if they did; it would be with the utmost of caution !
_________________________
Dale C. Hittle of GOLDEN RULE PROPERTIES in Glover, Vermont
Where We're Always Striving To Put Together "THE FAIR DEAL"

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#364718 - 01/26/11 02:16 PM Re: (Direct Mailing) Post Cards VS. Yellow Letter [Re: Vermont]
Kjmendy Offline
Veteran Member

Registered: 05/17/10
Posts: 935
Loc: London, Ontario
Vermont - Thanks for the very detailed response, it is something that I will avoid.

OP - I suggeset you go with the post card route.

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#364807 - 01/27/11 11:37 AM Re: (Direct Mailing) Post Cards VS. Yellow Letter [Re: Kjmendy]
Newton Offline
Member

Registered: 04/04/07
Posts: 460
Loc: Ohio, USA
Several years back when new construction was still a possibility I made up some postcards stating that I would buy vacant lots or homes with additional parcels for cash. I found the owners, mailed the postcards, and ended up buying a couple of spot lots. I then built a couple of nice small homes, sold them. and made a reasonable profit.

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#364819 - 01/27/11 02:52 PM Re: (Direct Mailing) Post Cards VS. Yellow Letter [Re: Newton]
TroySordin Offline
Junior Member

Registered: 01/27/11
Posts: 1
Loc: Wisconsin
Vermont has a great overview up above. Here's what to keep in mind-

Lots of people market with post cards because they're cheap, which means lots of people receive post cards frequently. When I receive a post card in the mail I throw it away without looking at it because I get so many of them. The industry average response rate on post cards is less than 1%. What do you do with a post card when you get one?

A yellow letter looks like an invitation to a birthday party or a thank you note, so it gets opened. If your message is concise, it will get your phone to ring. A 5% - 15% response rate for yellow letters is typical.

Some areas have disclosure laws for Realtors, and I know several Realtors who use yellow letter marketing to get more listings and generate traffic to their current listings. They include their name and office name on the letter and that achieves the disclosure.

The thing to remember is if you do the same thing everybody else is doing it will be tough to get breakthrough results. If you try a new approach the sky is the limit.

Here's a link to a good article on the topic - http://ezinearticles.com/?Post-Cards-Or-Yellow-Letters---Which-Should-I-Send?&id=5162333

And here's a link to a company that provides yellow letters and lead lists - http://yellowletterscomplete.com/products

Best of luck with your marketing!

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#365050 - 01/29/11 12:43 PM Re: (Direct Mailing) Post Cards VS. Yellow Letter [Re: TroySordin]
jsteinhomes Offline
Member

Registered: 01/18/11
Posts: 282
Loc: Montgomery County, PA
A company the poster just happens to work for, and an article that he happened to write himself. Take the above post with a grain of salt.


Edited by jbsnadb (01/29/11 12:44 PM)
_________________________
Joshua Stein, ABR, e-Pro
Coldwell Banker Preferred - Conshohocken

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#366952 - 02/16/11 07:23 AM Re: (Direct Mailing) Post Cards VS. Yellow Letter [Re: jsteinhomes]
Flash Investing Offline
Member

Registered: 02/09/11
Posts: 70
Loc: Long Beach, CA
If these are your only 2 options, I'd go with the postcard. Letters get thrown away without even being opened if people don't recognize the sender. We can spot junk mail like we have x-ray vision these days. The intrigue is long worn off. At least with postcards they are more likely to read it all before throwing it away. Have you considered internet marketing?

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