10 Ways To Increase Your Direct Mail Response Rates

While more and more investors are shifting their marketing strategies into the digital world, with Facebook, email and SMS marketing, savvy investors know that direct mail is still incredibly potent in the right hands.

The key to finding success with direct mail, though, revolves around achieving a high response rate — which requires careful, strategic planning before the campaign goes out.

In this guide, we’re going to show you how to increase direct mail response rates so you’re generating more leads with each mailer while lowering your cost per lead.

We’ll show you everything we’ve learned after sending millions of pieces of direct mail for both ourselves and our clients.

And by the time you’re done reading, you’ll have the exact strategy we use in our own business to achieve higher-than-average results from your direct mail campaigns.

How To Increase Direct Mail Response Rates

When we’re talking about direct mail response rates, we’re looking at the number of people who either pick up the phone, visit a landing page, or send an email after receiving your mailer.

The action that person takes can vary based on your campaign goals but, as a general rule of thumb, we’re looking to increase the number of responses generated with each campaign.

Unless you’re running a branding or awareness campaign, new leads are the name of the game.

And as a general rule of thumb, the success of your campaign can typically be attributed to a higher response rate overall.

While there are exceptions to this rule, in the form of actual lead quality, if you’re generating more responses you tend to generate more positive responses, too.

To understand lead quality versus quantity, you’ll want to make sure you have accurate tracking in place and that you’re analyzing leads as they come in.

This is going to help you get your true ROI on the campaign and let you quickly scale your winners while you cut your losers.

Outside of tracking and analyzing the data you collect, there’s a specific set of steps you can take to ensure you’re generating higher quality leads, too.

Step #1 – Start With The Right List

Every successful direct mail campaign starts by plugging in the right list of potential prospects.

If you’re using a low quality list (like one you’ve purchased from a data broker that has been hammered by 100’s of other investors), you’re going to generate low quality results.

On the other hand, if you’re building your own lists, you can dramatically increase your response rates.

And this is where most investors go wrong and automatically assume that direct mail isn’t worth the effort.

To keep from landing in that camp with them, you can use a tool like Propstream to start mining your own data and then plug it into your direct mail campaigns.

When you start with the right list, you can increase the chances that the person you’re reaching out to may actually be interested in selling their property.

And when you build your own list, you increase the chances that 100’s of other investors haven’t already reached out to that person.

To help you get started, we’ve put together a guide on the 10 best mailing lists for real estate investors in 2024. In that guide, you’ll see the exact criteria you can use to help shift the odds into your favor.

Step #2 – Use A Great, Attention-Grabbing Design

Then, once you have a solid list to start mailing to, your conversion rate optimization focus starts to shift onto the mailers you’re using to get their attention in the first place.

When it comes to the mailbox, stats show that more than 70% of people read and scan their mail as they pull it from the box.

If the mailer you’re sending them looks like everything else or, even worse, looks like a spammy or scammy mailer, it will typically get tossed in the bin as soon as they get inside.

The key to fixing this problem, though, is sending them a mailer that they won’t want to throw away.

For instance, we’ve heard stories from our own clients who showed up at a prospect’s house to ink the deal and saw their mailers hanging on the refrigerator.

When they asked about the mailer, the prospect said they were too cool to throw away.

If you’ve never had a prospect look forward to getting your mailers so they can add them to their collection, then you’re probably sending the wrong ones.

And when it comes to attention grabbing designs, you can take a look at a couple of the mailers below to understand why prospects would want to hang them on their fridge instead of tossing them in the trash.

The Americana Series

The Comic Card Series

Both of these sequences are available in our catalog.

Step #3 – Keep Your Message Focused On Their Situation

The next step in increasing your conversions is making sure you have a message to market match.

When you start by building your own list it’s a lot easier for you to match your message to the person you’re sending the mailer to.

For instance, let’s assume you built a list of absentee owners with equity in their properties.

Instead of sending them a boring old “We’ll buy your house for cash!” message, you can send them something custom-tailored to their situation.

If you sent them a message acknowledging being an absentee owner, how you help owners like them all the time, and how you can free up equity in their property, your message will convert at a higher rate.

Then, when you’re sending them a mailer that’s designed to match their specific situation, too, you increase your conversion rates even higher.

(That’s what our AI Sequence is designed to do.)

Step #4 – Implement The Right Tracking Strategies

After you’ve matched your mailer and message to the right list, the next step you need to take to increase your conversion rates is actually track what you’re trying to optimize.

Most investors will look at a stack of 1,000 mailers, send them out, then track the number of calls that come in after they’ve been sent.

This isn’t a terrible approach but there’s one that’s way more effective.

And if you really want to increase your conversion rates, you want to customize how you’re tracking.

With a platform like REsimpli, you can get a lot more granular with your data so you know exactly which list the prospect came from, which message and mailer got their attention, and how they contacted you.

Then, if you want to tweak and split test a campaign, you can run the same tests with a different message and determine which one brought you not only the most deals but the highest ROI possible.

Without tracking, though, you’re flying in the dark and hoping for the best.

Step #5 – Answer The Phone When It Rings

Now, this one should go without saying, but if you want to increase your conversion rates, something else you can do is actually answer your phone.

Too many investors let deals fall through the cracks because they’re either busy, don’t feel like answering, or would rather take a voicemail and return the call later.

While it may work for some people, if you really want to grow your business, you need to answer the phone. Even when it isn’t convenient for you.

But if you enjoy sitting down to have some dinner without being interrupted, or getting out of the shower without having missed calls, then you’ll either need to hire someone to answer your calls for you or use a service like Call Porter to solve the problem.

With Call Porter, you can have your calls answered by professionals who know how to pre-qualify the prospects reaching back out to you and then book the qualified calls directly to your calendar.

Not only does this keep you from missing calls and letting deals fall through the cracks but it lets you reclaim your time and keep from having to deal with tire kickers and time wasters.

And with each of these steps in place, you’ll have significantly higher direct mail response rates than most investors and wholesalers will see.

Quick Tips For Increasing Your Direct Mail Response Rates

While each of the steps we’ve just given you are a great high-level, 10,000ft view into what goes into a successful real estate direct mail marketing campaign, there’s also micro steps you can take along the way to generate an even higher return.

Tip #1 – Encourage A Quick Response

If you want a prospect to quickly get back to you, make sure you’re including a bit of urgency inside of your message.

You can let them know that you’re looking to close within 7 days, or that you’ll only be in the area (if it’s true) for a certain length of time.

If they’re serious about moving their property, they’ll reach out to you based on the urgency you’ve set.

Tip #2 – Tell Them What To Do

Never assume that someone knows what to do after they’ve seen your message and decided that they want to know more.

Instead of leaving it to chance, you can directly tell them what to do next.

Something as simple as “Call me at <YOUR PHONE NUMBER>” or “Visit our website at <YOUR WEBSITE>” can be enough to tell them what to do next.

Tip #3 – Make It Easy To Contact You

On the same token, make it as easy as possible for people to contact you.

If you want them to call you, include a single phone number.

If you want them to visit a website, include a link to your website.

But don’t include 20 different contact methods and then hope for the best. Keep it as simple as possible.

Tip #4 – Don’t Stop After Your First Mailing

If you want to increase your conversion rates, one of the easiest ways to do it is to simply keep mailing.

Too many investors send out their first batch of 1,000 mailers and then wait.

If they don’t get as many calls as they expected, they’ll write off direct mail and say it doesn’t work.

But like any marketing strategy you can use, the fortune is in the followup and most of your calls are going to come from the 2nd, 3rd, 4th, even 7th time you mail someone.

Tip #5 – Focus On Response Quality Over Quantity

While you’re focusing on increasing your conversion rates, you don’t want to get so aggressive that you generate a ton of calls but they’re all tire kickers.

Keeping an eye on lead quality is just as critical as lead quality.

I’d personally rather have 10 responses from 1,000 mailers but have a good portion of those responses be great prospects than to have 100 responses from the same mailers but have to sift through them all to find 1 or 2 good deals.

How To 10x Your Direct Mail Marketing Response Rate

And if you want to see what high-level direct mail campaigns look like, plus what dive deeper into what we’ve learned after sending millions of mailers for ourselves and our clients, check out this video:

Spread the Word. Share this post!

Subscribe to our Newsletter

Sign up for news, updates, and more from BPM. It’s time to ZAG!

Scroll to Top
Get 15% OFF today! Handwritten Marketing Subscribe to our newsletter below and get a 15% coupon code for any of our unique handwritten marketing material!

Order Form

Please fill out the form below and a team member will reach out to you within 24 hrs to begin your order.