The most efficient way to reach a homeowner is direct mail. Let’s say you have a list of 1,000 homeowners to which you append phone numbers. You’d be lucky if there is a 50% match on those numbers. Most of those 500 numbers won’t work, and for the ones that do, you’ll be lucky to have a 5% to 10% answer rate.
For direct mail, you have the mailing address that the tax bill goes to and your contact rate is nearly 100% here. Your message reaching these homeowners through direct mail is much more likely than the phone number on file reaching them, and much more efficient than mass media.
With your equity farm of homeowners in a high-turnover neighborhood, I like to see a rate of at least 5%. Then you want to start a monthly newsletter so useful that people in your farm would arguably pay money to use it.
This will be a branded newsletter. This is the one time it’s OK to go totally branded with you in the spotlight as the agent. The goal of this newsletter is to show prospects that you can help solve their problems. It’s a long-term play, and it’s about saturating a small group of people you want to work with so they eventually just use you.
It could be as simple as a four-page newsletter or a 16-page newspaper. It’s something so rich with insight that the consumer will sit down to read it. It reads like a newspaper, but all the ads are you. It’s not a piece of junk mail. It’s a newsletter or newspaper with valuable information to homeowners.
You want some type of positioning tool that goes out once a month to your farm, no matter how big or small it is. The only difference is the size of your list and the size of the check you write. Keep these principles in mind: Once a month, send something to your farm—something useful.