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#447858 - 09/18/15 10:00 AM Direct Mail tracking and Split Testing?
WalterC Offline
Junior Member

Registered: 09/18/15
Posts: 7
Loc: Toronto
Hi, I am a relatively new realtor and when I was getting my website built I was told about split testing and tracking where you test two versions of the website to see which one gets you more leads.

Now that I am doing more direct mailers I was wondering if anyone does tracking for their mailers. Also is there anyway to "split test" different flyers and most cards to see which gets me more calls and leads? Also if there any software that could help make this easier for me?

I am excited to hear some ideas. Thank you!

#447885 - 09/20/15 09:10 AM Re: Direct Mail tracking and Split Testing? [Re: WalterC]
David Hunter Offline
Major Contributor

Registered: 09/27/05
Posts: 1640
Loc: Cleveland, Ohio
Hey Walter,

I also saw your other post about asking how to track direct mail.

Well, there's a few ways to do it. You could have different phone numbers... emails on there. You could have different offers.

So, say you're sending out 1,000 postcards. 500 could be for a CMA and the other 500 could be for a free Home Seller's Guide. Then, you'll know which person is asking for what.

You could also just send all 1,000 with a specific offer, see what kind of results you get, then the next mailing change the offer. Then change the headline. Then change the Call-to-Action (CTA).

So many ways you could do it!

Oh, and if you're doing stuff online. You could split test different sign up forms that get rotated so you can see which one gives you the best results.
David Hunter | Retired RE Agent |Direct-Response Marketer

#447887 - 09/20/15 12:06 PM Re: Direct Mail tracking and Split Testing? [Re: David Hunter]
WalterC Offline
Junior Member

Registered: 09/18/15
Posts: 7
Loc: Toronto
Hi David,

Thanks for the response, I was't sure which forum to ask the question thats why I ended up posting in both, perhaps I shouldn't do that.

Right now I have two different numbers that I put on my mailers, but I also use those numbers on other marketing material so its a bit hard to track. I think I am going to work on getting some more phone numbers to use the new ones just for the direct mailers and do what you suggested.

The only thing is right now when I send out my mail I see a boost in my website traffic, but I don't know which mailer worked the best to get them to the website. Any ideas on that?

Thanks again

#447900 - 09/21/15 03:41 AM Re: Direct Mail tracking and Split Testing? [Re: WalterC]
ibsellin Offline

Registered: 08/19/11
Posts: 378
Loc: USA
With the kinds of returns real estate mailers get to begin with, I think you are going to need to be sending far more mailers than your average 'new realtor' will ever send to do a very accurate split test.

What I would do, if you are unsure which ad copy is better, is do what David suggested to send Offer 1 then Offer 2 then Offer 1 then Offer 2. It's not a true split test IMHO because for one thing, real estate direct mail has a few key elements:

1. is consistency and brand building. They say expect to mail for 12-24 months when farming before seeing any results really. It takes people a long time to remember you as 'their Realtor'. So if they call you on the 10th try and that happens to be Offer 2, that doesn't mean Offer 1 wasn't as good, it could mean it took 9 times for them to remember you and what I discuss in #2..

2. is perfect timing. Let's say in your farm 10 people decide to sell on each day of the month and your postcards hit on the 1st day of each month. Very reliably I can assure you your best results are going to come from those who took action the first week of the month, the next best in 2nd week, and so on. For this reason, getting lots more responses from Offer 1 in April than Offer 2 in March or May might not mean much except a lot more people decided to put their house on the market in April.

3. is competition and turnover. Mailing to an area where 9% of homes sell annually and nobody else is mailing is going to be a lot different than an area where 2% of homes sell annually and 5 agents are mailing. For this reason if you mail Offer 1 to Area 1 and Offer 2 to Area 2 it is hard to call it a split test because you cannot control the variables of competition and turnover which could be greatly different in Area 1 and Area 2.

Edited by ibsellin (09/21/15 03:44 AM)

#447911 - 09/21/15 07:57 AM Re: Direct Mail tracking and Split Testing? [Re: WalterC]
David Hunter Offline
Major Contributor

Registered: 09/27/05
Posts: 1640
Loc: Cleveland, Ohio
^Like it!!!

If you're trying to see which advertisements are bringing your prospects to your websites then you could have the offer but send them to different webpages on your site and track it with Google Analytics or some other tracking software.

So, say you're testing two postcards with the same offer, but changed the copy a little and you want to see which one gets prospects to your website. Then, you could say something like "Get a FREE Home Seller's Guide by visiting:" and the other one could say, "Get a FREE Home Seller's Guide by visiting:"

So, you could have different pages to test to see where someone landed. And, you could make the pages hidden, so only people with that link can see that page (even though it has the exact same info as the other offer's page, etc.).
David Hunter | Retired RE Agent |Direct-Response Marketer


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