Real Estate marketing: the secret of the crumpled letter

by ronr
6 replies
This is an old article but it has some good information.


"What happens to those hundreds or thousands of letters you send to prospective clients every year? My guess is that 90 percent or more of the recipients simply crumple up those letters and toss them in the trash.

But what if that letter came back? Wouldn't that be a hoot? Wouldn't that catch the recipient's attention?

That is exactly what I was thinking when I came up with the idea of using a crumpled letter as one of my key marketing tools. For years I would send letters to people who were trying to sell their homes themselves -- whom we in the real estate business refer to as For Sale By Owners or FSBOs -- and to sellers whose listing contracts had expired.

In the letter, I would explain that I knew the homeowner's listing contract with the other agent was about to expire or that the person had been trying to sell her home for several months without success, and was offering my services as a listing agent.

These letters generated some extra business, but I was not getting nearly the conversion rate that I had expected. I knew that most of the people receiving my letters were going to do the same thing as I do when I receive similar sales letters; they were going to crumple them up and throw them away.

Tired of spending time sending out letters that were just going to end up in the trash, I decided that I would take action whenever someone tossed my letter in the trash or simply ignored me. I would resurrect that letter and use it to my marketing advantage.

About four days after I sent out the original letter, if the prospect had not gotten in touch with me, I would send out a nearly identical letter, but this time, I wadded it up first, smoothed it out a bit, and wrote with a red marker at the bottom of the letter, "Please Don't Throw Me Away Again!" I inserted the letter in a plain envelope, addressed it by hand, and mailed it to the original recipient.
When I started this new marketing program, I saw an instant boost in conversion rates. I was receiving more than double the responses to my crumpled letter than I had ever received from the originals. "

There's more to this article. I don't want to copy all his article so if you want to read more here is a link:

Real Estate Marketing: The Secret of the Crumpled Letter
#crumpled #estate #letter #marketing #real #secret
  • Profile picture of the author jake244
    Very creative...

    Ever tried sending out messages in a bottle?.. I know some real estate guys have had success with it.

    Anyway if I can ask: what kind of comments did you get from people who received this crumpled up letter? (Just curious).
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    • Profile picture of the author AmericanMuscleTA
      Originally Posted by jake244 View Post

      Very creative...

      Ever tried sending out messages in a bottle?.. I know some real estate guys have had success with it.

      Anyway if I can ask: what kind of comments did you get from people who received this crumpled up letter? (Just curious).
      Jake, I'm currently sending out the Message in a Bottle, Bank Bags, and Trash cans!!! Love 3D self-mailers!!!!

      Ron, go get some mini trash cans and put your crumbled up letter in it! I have success with my 3D mailers to expired listings.

      Since you crumble up the letter, use the headline... "Since you threw away my previous letter, I thought I'd do it for you this time." Be sure it's in the mini trash can! $2.32 (current rate) to ship up to 3 ounces, first class.
      Signature

      David Hunter | Duke of Marketing | Real Estate Agent
      www.DukeOfMarketing.com

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      • Profile picture of the author jake244
        Originally Posted by AmericanMuscleTA View Post

        Jake, I'm currently sending out the Message in a Bottle, Bank Bags, and Trash cans!!! Love 3D self-mailers!!!!

        Ron, go get some mini trash cans and put your crumbled up letter in it! I have success with my 3D mailers to expired listings.

        Since you crumble up the letter, use the headline... "Since you threw away my previous letter, I thought I'd do it for you this time." Be sure it's in the mini trash can! $2.32 (current rate) to ship up to 3 ounces, first class.
        I have received a Bank bag in the mail before (I still have it till this day).. So I know those 3D mailers do get peoples attention for sure.
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        • Profile picture of the author AmericanMuscleTA
          Originally Posted by jake244 View Post

          I have received a Bank bag in the mail before (I still have it till this day).. So I know those 3D mailers do get peoples attention for sure.
          And, that's the goal... Getting attention! If the sales letter doesn't get opened, it doesn't get read, which means you won't make a sale.

          You're a perfect example... You opened it and you kept it! :-)
          Signature

          David Hunter | Duke of Marketing | Real Estate Agent
          www.DukeOfMarketing.com

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  • Profile picture of the author JCorp
    That's definitely creative, and has a personal touch to it so I can see how that worked out for you!

    Anytime you can do something "out of the norm", you'll stick out and usually get better results than eveyone else.
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  • Profile picture of the author James Hensley
    I love it!
    Signature

    Discover Seldom Known Way To Make Easy $$$ >>> My New WSO - Updated August 2016 & Warriors say +++

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