Why Mail Merge Offers get Consistent Results (CFFL 319)

Why Mail Merge Offers get Consistent Results

Jack Butala: Why Mail Merge Offers get Consistent Results. Every Single month we give away a property for free. It’s super simple to qualify. Two simple steps. Leave us your feedback for this podcast on iTunes and number two, get the free ebook at landacademy.com, you don’t even have to read it. Thanks for listening.

Jack Butala: Jack Butala, with Jill DeWitt.

Jill DeWit: Hey.

Jack Butala: Welcome to our show. In this episode, Jill and I talk about why mail merged offers get consistent results. It’s a fun week today. Fun week this week, with good shows.

Jill DeWit: Yeah. It could be dry for some. I’m like, “Are you being sarcastic?”

Jack Butala: No!

Jill DeWit: Okay.

Jack Butala: It’s all good to have fun.

Jill DeWit: It is.

Jack Butala: But you have to learn stuff to make money.

Jill DeWit: Exactly. These are good topics.

Jack Butala: First, let’s take a question, posted by one of our members, on Land Academy’s free online community.

Jill DeWit: Okay. Luke asks … Sounds like we use the same person every time, but we have multiple Lukes in our world.

Jack Butala: Yeah, and they all are very vocal.

Jill DeWit: Yeah, it’s like, “Okay, this is Luke. This is Luke. This is Luke.”

“I have several sellers that are wanting to sell properties that are in trust. How does buying from a trust work? Is there some kind of paper outlining who has the right to sign for property in a trust? Are there often multiple people who have to sign the deed when buying from a trust?” These are such good questions.

Jack Butala: Yeah, they really are. We have a smart group.

Jill DeWit: We do.

Jack Butala: I know based on how this question is written and the punctuation, and the fact that it’s pretty much perfect, which Luke did this.

Jill DeWit: Me, too! It’s the second Luke.

Jack Butala: I know. It’s the original Luke, who’s just knocking it out of the park, by the way.

Jill DeWit: Well, they both are.

Jack Butala: He’s not interested in punctuation for some reason.

Jill DeWit: No. Nope.

Jack Butala: This is an extremely good question. The short of it is this. There are entities that are allowed legally to own property. This happened all in the 1700s, literally. Who can own property? What can own property? Well, it used to be that not even women could own property. That’s insane now.

Jill DeWit: What?

Jack Butala: Even the thought of that is insane.

Jill DeWit: That’s hilarious. Now I own a lot of property.

Jack Butala: Yes, you do!

Jill DeWit: I think I own more than you do right now.

Jack Butala: I think you do, too.

Jill DeWit: Technically, I bet I do.

Jack Butala: I bet it’s a 1,000, probably 1500 properties. It’s a lot.

Jill DeWit: It’s under my company, now. You won’t know it’s me.

Jack Butala: You have separate companies.

Jill DeWit: But it’s a company, yup.

Jack Butala: That’s awesome. You know what? I’m serious. That is so …

Jill DeWit: Yeah.

Jack Butala: That was a perfect rebuttal to what I just said.

Jill DeWit: Yeah.

Jack Butala: My point is this: individuals can own property now, regardless of gender, or …

Jill DeWit: Age.

Jack Butala: Age, race, anything. Yeah, I get that question a lot. “Can my minor kid own a property?” Yes. People can own property. Who else can own property?

Jill DeWit: Companies.

Jack Butala: Companies, corporations, LLCs. All different types of companies.

Jill DeWit: Trusts.

Jack Butala: Well, trust is just another entity that can own property. It throws people a lot.

Jill DeWit: Churches.

Jack Butala: People start trusts for a lot of reasons, usually it’s to avoid taxes when they die, for conveying all kinds of assets. Not property, but just any bank accounts, all kinds of stuff. So, if the trust owns it, and you’re a beneficiary of the trust. Let’s say you start the trust, the trust owns a property, and you started it, you’re the executor, but your kids are beneficiaries. This is too much information.

Jill DeWit: No, no! It’s good.

Jack Butala: When you pass away, there’s a clear road map or a set of instructions about who gets what. When people die with no will …

Jill DeWit: And who has to sign.

Jack Butala: Yeah. That’s all a trust is is just an organization document. I didn’t know this. You do not file a trust anywhere. You just get it notarized, and an attorney keeps a copy of it, and you put one in your drawer, and that’s it.

Jill DeWit: Yeah, makes sense.

Jack Butala: Yeah.

Jill DeWit: I agree, yeah.

Jack Butala: So what’s the real question here?

Jill DeWit: How does buying from a trust work? The same as it would be buying from an LLC, or buying from any company, or buying from a person?

Jack Butala: Tell us, Jill, because I know you do this, and your team does this all the time.

Jill DeWit: Well, I’m going to follow the questions and it’s … Luke did such a good job, it’s going to spell it all out here. How does it work? Is there some kind of paper outlining who has the right to sign for property in a trust? Yes. It is in the trust itself, the document. You know when you’re looking at a deed, and it says it’s owned by Smith Family Trust, 1982. Some of them have the year in there and everything, it’s really interesting. That’s who owns the property is that trust.

Is there a paper outlining who has the right sign? Yes, and you want to get your hands on that. If it’s owned by the Smith Family Trust of 1982, you need to ask for a copy of the Smith Family Trust from 1982. I always for the whole thing, too, not just the whatever pages. I want to have that whole document, just kind of a CYA. Everybody’s really cool with it. They understand that. It’s not a big deal. They’ll say, “It’s 30 pages. Do you want me to fax it, or mail it, or scan it?”

Jack Butala: Fax it.

Jill DeWit: No, but they’ll say that.

Jack Butala: Yeah, I know.

Jill DeWit: I’ll say, “Yeah, just whatever’s easiest for you. I just need the … That’s cool, I need that.” Are there often multiple people who have to sign the deed when buying from a trust? It depends on what’s in the trust. Sometimes it might be one person as a beneficiary who’s overseeing the entire estate, or whatever it is. It might be brother and sister, or a husband and wife, or … usually it’s like a siblings, or partners, or something like that. Yeah, and it’s spelled out in there. Whoever’s stated as the beneficiaries, or recipients, I should say, of the trust, they’re the ones that need to sign.

How does this whole thing work? I’m getting here, so Luke, I’ve got the property. I’m staring at the vesting deed. I say, “Mr. Smith, I need that Smith Family Trust from 1982.” Great, he gets it over to me. However, I just look at the trust and make sure that I word it exactly the same, by the way. If it says “Smith Family Trust of 1982,” is on the vesting deed as the grantee, that is your grantor, now, going into your name, or your company.

Jack Butala: It has to be exact, that’s key. Even if they spell words weird, or whatever.

Jill DeWit: Yeah, exactly.

Jack Butala: You have to spell them the same way.

Jill DeWit: Yeah. Well, we said 1982, but we meant 1981, or you know, it’s …

Jack Butala: Or if ‘smith’ is lowercase.

Jill DeWit: Exact whatever it is.

Jack Butala: If it’s lowercase, then it better be lowercase when you do it.

Jill DeWit: Right. Or, “Smith Family Trust of 1982,” you don’t want to put the beneficaries names.

Jack Butala: Yes.

Jill DeWit: Like their names now. No, you still say, “I’m buying it from the Smith Family Trust,” da-da-da-da-da. Then, so based on that document who has to sign it, at the bottom, you’re going to put there, “As trustees,” or “As beneficiaries of the Smith Family Trust,” where you put the person’s name on there.

Now, Jack and I were just going back and forth about “Do I record this trust? What do I do with this trust now?” We differ. What do you think, Jack?

Jack Butala: Well, I do not think. I cannot recall ever, in the 15,000 plus properties we’ve bought or sold that we’re ever sent a copy of the trust in to be recorded with the deed. It’s the same thing with an LLC. I don’t even check. I haven’t done this in a lot of years now, because we have pretty big staff, but I don’t even check.

Jill DeWit: Yeah.

Jack Butala: To see who owns or can sign for an LLC. I just let it happen.

Jill DeWit: I know. Yeah, you got to check … But it’s easy to check online.

Jack Butala: But you guys do, though.

Jill DeWit: Oh totally. Like my LLC, we can put it in 30 seconds and see, “Yup, Jill’s the managing member, there you go.”

Jack Butala: Yeah.

Jill DeWit: You know that I’m the one that needs to sign.

Jack Butala: Yeah.

Jill DeWit: That’s real easy to do. What’s funny is some … Maybe it depends on the county. Sometimes I say “It’s not bad to bust out …” If you have any questions, it’s never bad to bust out a phone call to the county and run it by them. I have had counties that have said, which is the silliest thing on the planet. They were just backwards, but they asked me to print out, for me, print out a copy of the LLC from online that they can look at themselves. I’m not kidding. I had to mail in 3 copies of that. I’m like, “This is overkill.”

Jack Butala: That’s silly.

Jill DeWit: But you always want to do what they ask for, too, by the way.

Jack Butala: Yeah.

Jill DeWit: You don’t want to make them … If they ask for 3 copies, big deal. I’ll pull it up, I’ll print out 3 copies, and I’ll send it in with that, and then everybody’s happy.

Jack Butala: Right, right.

Jill DeWit: And it’s all good.

Jack Butala: The short answer is, ‘Yeah.’ Trusts are awesome. Usually it tells me that the seller’s real organized. They’re organized enough to do that, they’re really organized enough to follow the directions that you give them to liquidate their property with you. They’re going to appreciate from you, too, because you know what it is, you know how to do it, and it’s all good.

Jill DeWit: Yeah.

Jack Butala: It’s better than if it’s just in John Smith’s name, and he’s passed away, and you’re talking to Jack Smith, the son.

Jill DeWit: Right.

Jack Butala: And it’s still in John Smith’s name. That’s a mess.

Jill DeWit: Right.

Jack Butala: This solves that. Trusts solve that for your kids.

Jill DeWit: Well, the bigger thing, too, is this is not a big deal. You don’t have to get an attorney involved. There’s no probate or anything weird that you need to do. It’s just a normal transaction.

Jack Butala: What the heck is this show about anyway?

Jill DeWit: I know.

Jack Butala: Do you have a question, or do you want to be in the show? Reach out to either one of us on Land Academy’s free online community. Today’s topic, which is the meat of the show, why mail merge offers get consistent results. I love these shows this week.

Jill DeWit: Yeah.

Jack Butala: They’re brainy shows. They may put you to sleep, but darn it, it’s stuff you need to know.

Jill DeWit: Darn it. I like you.

Jack Butala: Do you?

Jill DeWit: Most days. Just kidding. I do, I always like you.

Jack Butala: Thank you, that’s nice. You have pretty eyelashes.

Jill DeWit: Thank you. Not today, my eyes are a little puffy, but anyway.

Jack Butala: No. Mail merge? What the heck is a mail merge, anyway? Well, there’s lots of ways you can send an offer to an owner. You can mail merge it, which is the right way. Or, you can just say, “Hey current resident at 123 Main Street, we’ve got a deal for you!”

Jill DeWit: Gosh. “Call me if you want to talk about selling!”

Jack Butala: That’s the absolute wrong way to do this. Or if you do have … Let’s just start with what a mail merge is, and why. A mail merge allows you to take a data set … Let’s say you have 100 owners, and you know the owner’s name, the address, the address of the property, how big it is. It’s 5 acres, 10 acres, 40 acres. What the assessed value is, on, and on, and on. Legal description, lot numbers, all of it. You have all that data right in front of you. If you have all this beautiful data, you would never really just want to send … Use one line of data and sent it to John Smith.

You want to use that data to make it look like, and here’s the key to a mail merge, you’re making the document like you’re only sending it to that owner. That it’s so specific, and so special, and you have all this data … All this incredibly exact information from the assessor’s database. It’s landing at the owner’s doorstep. He opens the offer, and he says, “Oh my gosh, this guy knows I have a 5 acre property in Henderson County, Nevada, that it’s assessed at $1400, and I purchased it for $1200 3 years ago? What the! Who is this guy? He must be serious!”

Jill DeWit: Talk about getting their attention.

Jack Butala: “I have to take this seriously.”

Jill DeWit: Exactly.

Jack Butala: Well, little does he know that you just sent out 1500 of them, just like that. It took you the push of a button. That’s a mail merge, allows you to do that. Here’s the example that I use, and I’ve used it in the past. It helps a lot of people who can’t really get past what it is, or how to do it. Like this, let’s say you want to send a love note to 16 girls.

Jill DeWit: I love how you come back to this example. This is your favorite, I tell you.

Jack Butala: Each of these 16 girls, you never want another girl to know that there’s another girl. You want all of them to feel special, like they’re the only girl. Look, Jill’s getting all melt-y.

Jill DeWit: No, actually this is me getting frustrated.

Jack Butala: Jill, you’re the only girl for me.

Jill DeWit: Why would you send 6… Yeah, right. I’m the one that answered the letter. I’m the one that picked up the phone. Jeez.

Jack Butala: What you would do is use a mail merge. They all have different names, right? Stacey, Jill, Jackie, all of that, and they all probably have something beautiful about them that’s different than the other one. Pretty hair.

Jill DeWit: Put in the different color eyes. Blue, brown, green.

Jack Butala: You want to send …

Jill DeWit: Fill that in.

Jack Butala: “Dear Jackie, I love your beautiful blue eyes.” If she’s got brown eyes, you don’t want to do that. You don’t want to send “Dear Jackie” to Janice.

Jill DeWit: Right.

Jack Butala: So you put it all in a spreadsheet.

Jill DeWit: Or “Dear resident.”

Jack Butala: Right! “Dear girl.”

Jill DeWit: “Dear female.”

Jack Butala: “Dear female.”

Jill DeWit: “Person with ovaries.”

Jack Butala: “Dear fertile female.” “To whom it may concern.”

Jill DeWit: That’s right. “If you reply within the next 24 hours, there’s a dinner involved.” What the heck?

Jack Butala: So much derogatory stuff.

Jill DeWit: “You’ll be the lucky winner of chicken dinner with me.”

Jack Butala: You want to send it so it says “Dear Jackie with beautiful blue eyes.” “Dear Janice with beautiful green eyes.” You get my … You put it all on the spreadsheet. There’s 16 girls with different first names, different color eyes.

Jill DeWit: Different addresses.

Jack Butala: Different addresses, and all of it. A mail merge allows you to literally type the exact same, type out the body or the content of the letter, but where’s there’s variables, like blue eyes, green eyes, it allows you to replace those with each one of those in an automatic fashion. Each one of those specific attributes. You use it for property, all kidding aside. The result is a PDF of 16 love notes that, if you read them …

Jill DeWit: Personalized.

Jack Butala: Completely personalized. If you read it, it reads just like I read it to each one. They have no idea, and they take it seriously.

Jill DeWit: It’s on Microsoft Word, and it’s just button.

Jack Butala: Do you ever go out with a girl for a long time, and then she says “You don’t even know the color of my eyes.” Then she turns around and says, “What’s the color of my eyes?” I haven’t … I just read about it.

Jill DeWit: Okay. Got it.

Jack Butala: “They’re black right now, princess.”

Jill DeWit: The pupils are really big!

Jack Butala: Yup, like a shark! Like a hungry shark.

Jill DeWit: That’s right. I’ll be over there.

Jack Butala: The result is a huge PDF of 16 different, in our case, with the love note letter, you get it. In our case, it’s literally 1500 property owners with real specific data: 5 acres, 10 acres, APN, legal descriptions, dream it up. Then, it allows you to offer different prices. If they’re all 5 acre properties, you could send them … In each line item, you could send $500, a $1000, depending on the property and research. Trust me, it’s way more simple than it sounds. That is a mail merge. It gets people’s attention. This is why Jill and I say, man, we see a lot of new members making these mistakes. Not new members, but new people come to us having done it wrong. That’s why sending out postcards doesn’t get anybody’s attention. It’s not the content of it. It might have a pretty picture on it, but the content’s not saying “Hey, you …”

Jill DeWit: “You’re special.”

Jack Butala: Yeah. “You’re special.”

Jill DeWit: Or “I know anything about you.”

Jack Butala: “I know all about you and your property, and I really … I’m choosing it because it’s special, and I’m serious.”

Jill DeWit: Right. It’s like a pizza coupon. I don’t think that they’re … I would even open that. If I got a letter from a pizza company that was personalized to me with what seemed to me like a special unique coupon to me, I would look at that.

Jack Butala: Yeah.

Jill DeWit: Versus a flyer hanging on the door. That doesn’t have anything on there.

Jack Butala: If you go to our YouTube channel, it’s LandAcademy.com, there’s videos in there. Some of them I’ve done, some of them I’ve collected that I think are a real good example of what a mail merge is. Check it out, because it’s really … It may seem hard, but once you get the concept, it’s just a few steps. That’s a mail merge is. Why does it get consistent results? Well, we kind of covered it, right?

Jill DeWit: Because it’s special, it’s personalized. What’s so interesting is the results that we get, it triggers something in people that like you said, Jack, that we’re serious. It’s respectable. We know all this about you. We did our homework. They may not act on it right now, but by golly, they’re going to save it.

Jack Butala: Yeah.

Jill DeWit: They do! They save our letters and for a rainy day, or when something … This is the whole thing that I love, too. Good letters get consistent results because they … You’re looking for a situation. The situation for that person might be today, it might be 3 months now, it might be 3 years from now. But, when the situation arises that they think that they need to sell, they’re going to pull out our letter, and they do.

Jack Butala: Exactly. It’s because it’s super specific. The girls that I mentioned, they don’t … You can’t just send it to “Hey girl.” Say “Hey Jackie with beautiful … ” Just really, really, really specific. You have to take it seriously.

Jill DeWit: It does. It’s important.

Jack Butala: Right.

Jill DeWit: Do you want to talk about what’s coming?

Jack Butala: Sure!

Jill DeWit: Okay.

Jack Butala: Yeah, I mean it’s so … Is it a little bit complicated? Not really. For us, it’s not, and for most of our … all of our members, it’s not. But, if you’re freaked out about it because some people … Everybody’s freaked out about something. I’m freaked out about paperwork. But, if this is one of the things that freaks you out, go ahead, Jill.

Jill DeWit: No, nothing.

Jack Butala: We have good news.

Jill DeWit: No. … It’s all you.

Jack Butala: Go ahead.

Jill DeWit: It’s all you!

Jack Butala: No, we are taking the work out of this for our members. By the end of the year, we’ve aligned ourself with a local not retail printer who’s real specific to the real estate industry. It’s a personal relationship I’ve had for a while, and they’ve found a way to automatically do this for you. You just type in the variables that you want, and that’s it.

Jill DeWit: It’s like you’ll have your two lists, and we’ll … They’ll tell you specifically … We do this now with some other things for our people, like our platnium sellers club. You need to have column A like this, B like this, C like this.

Jack Butala: Yes.

Jill DeWit: It’s not like it’s hard at all. Just make sure your columns are all lined up in this format. That’s it. Then, when you’re going to send … “Here’s my one page letter. I want them all to look like this one, and here’s my list.” They’ll do it for you, so you don’t even have to think about it.

Jack Butala: Yeah, you just didn’t put the spreadsheet, essentially, of the owners that you want it to send with all the appropriate data. Then, you just … The document gets merged automatically.

Jill DeWit: I know.

Jack Butala: Then you can proof it. What’s cool about it is you can proof it, and say “Yeah! This is exactly what I want it to look like. This is perfect.” Or, “Man, now that I see it like this. I’d love to add a sentence at the end that says “And if you call now … I’ve only got $10,000 this month to spend on acquisitions,” or something like that … If you want to super customize it, there’s pretty cool.

Jill DeWit: I love it, but it’s still your letter. It’s all you. It’s really good. We’re just taking the work out of it for you.

Jack Butala: Join us on another episode, where Jack and Jill discuss how to use information that … and a lot of information today, that’s me.

Jill DeWit: And inspiration, that’s me.

Jack Butala: Not too much inspiration today.

Jill DeWit: What?

Jack Butala: To get just about anything you want. There’s fun, funny, inspirational shows.

Jill DeWit: You got it, you got it. We use it every day to find property for half of what it’s worth, and sell it immediately.

Jack Butala: You are not alone in your real estate ambition. You okay?

Jill DeWit: Are we out? I’m doing fine, thank you. I’m like, “What, what, what?” No, all good. I’m very happy. That was long. I think we got our point across.

Jack Butala: Awesome. Information and inspiration to buy under-valued property.

If you enjoyed the podcast, please review it in iTunes . Reviews are incredibly important for rankings on iTunes. My staff and I read each and every one.

If you have any questions or comments, please feel free to email me directly at jack@LandAcademy.com.

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