How a Double Mailer Works and Why (LA 1764)
How a Double Mailer Works and Why (LA 1764)
Transcript:
Steven Jack Butala:
Steve and Jill here.
Jill DeWit:
Hi.
Steven Jack Butala:
Welcome to the Land Academy Show, entertaining land investment talk. I’m Steven Jack Butala.
Jill DeWit:
And I’m Jill DeWit, broadcasting from the Valley of the Sun.
Steven Jack Butala:
Today, Jill and I talk about how a double mailer works and why. What the hell is a double mailer, Jill?
Jill DeWit:
I know. Are you going to explain it?
Steven Jack Butala:
Sure.
Jill DeWit:
Okay, good.
Steven Jack Butala:
This happened by accident. Here’s what a double mailer is. We had a guy call us on clubhouse, who was a long time member, pretty successful actually, and said, “I just sent out a mailer in an area and found out after I sent it out that somebody right before me mailed the same thing.” And we talked about it and he got all kinds of deals about out of it. And the first guy who sent the mail out didn’t. So now, he does it on purpose. He sends out the mail first… This is a double mailer, sends out the mail for himself and then waits about a month and sends it out again and does a bunch of deals.
Jill DeWit:
There you go. Now we had the show.
Steven Jack Butala:
Before we get into it, let’s take a question posted by one of our members on the landinvestors.com online community. It’s free. I hope you know this by now. We have a full blown commercial printing company called Offers 2 Owners. Jill and I set this company up several years ago, because we were frustrated about outsourcing our mail to other commercial printing companies that didn’t understand our business. So that’s a couple years ago. So last month, we actually sent out about 800,000 offers on behalf of our customers and members. So if you think this is for you, check out offers2owners.com.
Jill DeWit:
Afrain and Martha wrote when doing your search in data tree, do you all exclude corporate owners? I’ve been excluding corporate owners, do not mail and HOA and all my mailers, but I wonder if I’m missing good deals because of it.
Steven Jack Butala:
So this is a theme in these questions for this week. This isn’t the first or this is not the last question that pertains to this topic and I’m going to answer it emphatically like this.
Jill DeWit:
Okay.
Steven Jack Butala:
This is the worst idea ever.
Jill DeWit:
Yep. I was going to say.
Steven Jack Butala:
In Land Academy 3.0, which is the most recent education product that Jill and I put together for members, we have a list of very, very specific list of things that you should exclude in your mailer. And they are owners. For example, if a property is owned by the United States of America in your data set, I think you’re wasting your time and money by sending them mail.
Jill DeWit:
Yeah, those should not get mail.
Steven Jack Butala:
If you’re sending an offer to the county of X, wherever you’re mailing it, they’re not going to respond. They’re not actually even able, even if they wanted to sell you property. It’s government property. So there’s a whole list of things like that. Railroads and cemeteries and hospitals, they’re not going to respond. I think it’s a waste of 50 cents.
Jill DeWit:
However…
Steven Jack Butala:
I can’t name the number of properties that we purchase from companies. All of our properties are-
Jill DeWit:
Those should stay in.
Steven Jack Butala:
All of our properties are owned by companies, the companies that we own and we sell property all the time.
Jill DeWit:
Yeah. HOA should stay in.
Steven Jack Butala:
All of that.
Jill DeWit:
So yeah. So the basing is everyone go look at the list like Jack’s saying and take those out, just the obvious ones. But yeah, if you’ve taken out any corporate owner, are you taking out trust too? Gosh. How many properties, like maybe your personal residence is in a trust as it should be, kind of thing. If you take out corporate owners, you’re missing me, all my properties that I own. That’s the way of the world nowadays. A lot of people have LLCs and you’re taking those out. So HOAs should stay. What was her other thing? And then the do not mail, I think that’s kind of obvious.
Steven Jack Butala:
There’s two takeaways from this. Number one, this concept of making your mailer smaller, I don’t get it.
Jill DeWit:
I agree.
Steven Jack Butala:
I don’t understand why you would want to make a mailer smaller because you’re kind of tightening the noose around your neck from a success standpoint. Let’s make the mailer really number one. So number two is please watch 3.0. I will cover this in, I think it’s, chapter four. I cover this in an incredible amount of detail. So over the years, people have come to us and even people that we interview on the podcast, successful members. And I’ll ask this question, “Why are you so successful at this? Please tell everybody.” And what they say is, “All I did was just follow instructions.”
Jill DeWit:
Follow what you said.
Steven Jack Butala:
Yeah.
Jill DeWit:
Exactly.
Steven Jack Butala:
Today’s topic, how a double mailer works and why. This is why you’re listening. Did you ever watch a sporting event? Let’s call it the Super Bowl and the first commercial, not the Super Bowl, but just any regular sporting event. And the first commercial you see is a Pepsi commercial. And then, the second one you see is a Pepsi commercial. And then, every between plays, there’s a Pepsi commercial. And at the end of it, you start to think, after you’re incredibly annoyed, because it’s the same commercial over and over again, “Maybe I should try a Pepsi.”
Jill DeWit:
I got to add this. Apparently, we’re watching different things because here’s what I see. I do also see, with some of the things I’m watching, repeat commercials and you know what I start to think after them? I’m like, “Maybe I’m bipolar.”
Steven Jack Butala:
What does that mean, bipolar?
Jill DeWit:
Because you see these drug commercials, “Are you happy?”
Steven Jack Butala:
Oh.
Jill DeWit:
“Are you sad?” Are you this? Are you that? I’m like, “Well, sometimes. Sometimes,” so you know what I mean?
Steven Jack Butala:
Yeah. Maybe I have a problem.
Jill DeWit:
Maybe it’s me. Maybe I also need Zoloft or Zolextra or whatever it is. Fill in the blank because I’m not getting the Pepsi commercials. I’m getting the other commercials. It’s kind of funny.
Steven Jack Butala:
Repetition works.
Jill DeWit:
Clearly. It makes me think I need to see my doctor.
Steven Jack Butala:
Since there’s been advertising, it’s been proven over and over again, that repetition and exposure works. Well, it’s the same thing with these mailers. So the title of this is what is a dual double mailer and how and why it works. And like most things at Land Academy, we all came about this on accident. And so I told the story earlier of this member talking about it. And if you send mail twice, which we have never done by the way, never done… And we are right now trying it, send mailer-
Jill DeWit:
So do your own tests though, too.
Steven Jack Butala:
Yes. Do your own tests, twice and I’m going to see how many more properties we buy. And my gut tells me we’re going to buy a lot more.
Jill DeWit:
Well, here’s, for me, the big picture. This is something that the results are not out, but I’m glad you guys are all talking about this in discord. So this is why we’re having it on the show here. So the concept is this, though. My mailer goes out and I get a call from a guy like, “All right, you’re the second guy who sent me one of these in the last year,” let’s just say, for example. And you’re having a conversation with him. So clearly, they didn’t act on the first one. So this is your opportunity to act on the second one.
Steven Jack Butala:
Excellent, Jill. Excellent.
Jill DeWit:
So obviously, the first one, because this has happened to us, warmed them up enough to call you. It gets some thinking, “Well, obviously people want property in my area. Maybe this is what it’s worth.” Fill in the blank, whatever it is. You need to jump on it.
Jill DeWit:
And I want you to know that I’ve got so many deals this way, it’s not even funny. I’m never afraid of “Oh. Well, gosh. Okay. Well, have a nice day then. I guess because you turned him down, you’re going to turn down me too.” Not necessarily. That’s why they’re calling you. Lock in and get the deal. And you might have a deal there.
Jill DeWit:
And my second point is it’s never a fearful thing. You shouldn’t be like, “Oh, great.” Like I said, “Somebody got there first.” Who flipping cares? Because at the end of the day, they’re on the phone with you. They obviously didn’t act before. There’s something going on right now. And you needed to figure out what that is. It could have been three years ago, they got an offer from us. And they threw it away, shredded it, whatever. And now, they’re calling you because, “I’ve been out of work for 90 days. I got to do something.” Because like you always say too, especially when people need money, having unused land is one of the first things to go. “Can’t get rid of the car. I need that. Can’t get rid of my house. Kind of need where I’m living. But this extra property that I thought I was going to do something, oh, that’s got to go.” And it’s a good chunk of cash.
Steven Jack Butala:
There are times in life when no means no.
Jill DeWit:
True.
Steven Jack Butala:
But I’ll let you figure that out on your own. This is not one of those times. When someone calls you and says, “Your mailer sucks and you suck.” “Really? I know I suck, but how can I make the mailer better for you?”
Jill DeWit:
There you go. That would actually be good.
Steven Jack Butala:
“Well, you can increase the price.”
Jill DeWit:
“All right.”
Steven Jack Butala:
“Okay, sir.”
Jill DeWit:
“How much?”
Steven Jack Butala:
“What would you like? What do you think the property’s worth?”
Jill DeWit:
Yeah.
Steven Jack Butala:
“Well, I think it’s worth $50,000. I’m happy to take a look at that $50,000 number and I’ll call you back tomorrow at 10 o’clock. And that might work for us actually.”
Jill DeWit:
Yeah, Let’s see. We will see because there might be something there. I love it.
Steven Jack Butala:
Now, no is yes.
Jill DeWit:
Happy you could join us today. Five days a week, you can find this here on the Land Academy Show.
Steven Jack Butala:
Tomorrow, the episode on the Land Academy Show is how we interviewed two hardworking Land Academy members named Steven and AJ Holbrook.
Jill DeWit:
That was fun.
Steven Jack Butala:
You are not alone in your real estate ambition.
Jill DeWit:
That’s going to be-
Steven Jack Butala:
Yeah. Two great guys.
Jill DeWit:
I can’t wait to see because they were in two different locations. And we were in two different locations. So it was like four of us. So if you watch the video, it’s going to be kind of interesting.
Steven Jack Butala:
Well, it’s going to be easy to watch because our post-production people are talented and-
Jill DeWit:
Oh.
Steven Jack Butala:
…we challenged them on these interviews.
Jill DeWit:
Oh, I bet. It’s kind of hard. Yeah because you have four different setups. So you have four different levels of audio and four different this, four different that. I can’t even imagine. So thank you for tuning in. Jack and I are very aware that not everyone has a few 100 grand lying around to buy land. So in case you didn’t know, we also fund deals every week for Land Academy members and other people too. So if you have a great deal, we always say this and we mean it, “No good deal should go to waste.” So send a note to support@landacademy.com and find out more. Or just go right to the website, landinvesting.com.
Steven Jack Butala:
We’re Jack and Jill, information…
Jill DeWit:
And inspiration…
Steven Jack Butala:
…to buy undervalued property.
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